Does my company need media monitoring, you may ask? 

Well, in short, yes it does. 

And here’s why…

Media monitoring can provide you with valuable information that can help you in the decision-making process. From competitors to industry trends and crisis management, media monitoring has you covered! 

Also, it’s not only useful for PR professionals and marketers, multiple departments can benefit from it too.

Read on to discover reasons why you should start (or continue) using media monitoring.

Competition & Industry trends

It’s always wise to know what your competitors are up to. With media monitoring, you’ll get an insight into your competitors’ marketing efforts and you’ll be able to compare your performance against theirs with the Competitive Analysis in the tool. Also, you can track online mentions of your competitors’ clients and find out what difficulties they are experiencing and try to offer the solution for it. If your competitors get in some kind of crisis, you can track the progress and learn from their experience.

Besides competitors, you can also learn about emerging industry trends. By using this information, you can start creating relevant content that will keep your customers up-to-date. 

This type of content can boost your customers’ engagement and you can position yourself as a leader people will look for to find out about the latest trends.

Speaking of content, let’s move to another reason for using media monitoring.

Content creation

Creating relevant content is a great way to establish long-term relationships and trust with your customers. Your content should have value for them. It has to be something that will catch their attention and motivate them to engage.

With media monitoring, you can discover what type of content your customers want and need, what platforms they use, and what format od content they prefer.

Crisis

Companies usually reach for media monitoring when they get in some kind of crisis. 

And that’s a smart move to make.

The only thing is that there is a big chance that the crisis could’ve been avoided in the first place if the company used media monitoring regularly. 

But if you’re already in crisis, don’t despair, here’s how media monitoring can help

Use it to track the progression of the crisis. Reports will provide you with valuable information about sentiment, channels, and influencers that can help you build a productive strategy for getting out of a crisis. 

For example, by tracking sentiment you can see whether your actions are producing positive sentiment with your customers, or you’re making things worse. By knowing what channels your customers are using, you can focus your efforts on those channels and make sure that the customers are seeing your efforts. The list of top 10 influencers will present the people who can possibly help you get out of the crisis. You can contact them and ask whether they want to collaborate. That way your message can reach a bigger audience and help you mitigate the crisis.

Influencers

The social media sea is full of influencers. With the influencer market being so saturated, it can be difficult to find the right influencers for your brand.

With media monitoring, you can discover who’s mentioning your brand, in what context, the mentions’ reach, and channels they were published on.

That way you can be sure that the person you’re contacting is in line with your brand and values, and also that their audiences will show interest in your product.

Brand awareness

Media monitoring is great for raising brand awareness. With it, you’ll get insight into where and at whom you should aim your marketing efforts, how should those efforts look, and what goals can you achieve.

You’ll be able to get to know your potential customers better which will help you with deciding on your marketing strategies and techniques. 

Lead generation

Generating leads is not the first thing that comes to mind with regard to media monitoring. But, it can be done, folks!

This activity combines some of the previously mentioned benefits of media monitoring:

  • Track your competitors to find if there are customers who are unsatisfied with their product/service so you can introduce yours
  • Search for people seeking recommendations or advice on products/services like yours
  • Look for potential customers beyond Twitter, Instagram or Facebook
  • Find people asking questions about your product/service and answer them
  • Generate leads through relevant content you created based on media monitoring data
  • Find the right influencers for your brand and reach their audiences

To sum up

There are many other reasons why media monitoring should be incorporated into your brand’s growth, but we decided to focus on these ones for now. Otherwise, this blog would turn into a very long read.

One thing is for sure – media monitoring should be an essential part of your everyday work because decisions about the future of your brand should be backed up with data!

If you’re new to media monitoring or you want to try new tools, sign up for a 7-day trial on the button below!

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