Media monitoring uses are vast – they are applicable to almost every industry, especially PR and marketing.
What then, are the benefits of media monitoring for marketing agencies specifically?
Check out these four reasons why marketing agencies should use media monitoring.
One: Keeping track of multiple clients at once
Being able to keep track of all your clients’ social media profiles and marketing campaigns is essential to your success.
Create a folder for each client and track their brand, competitors, relevant hashtags or current campaigns. Add new queries depending on your clients’ differing needs. While one client has just launched a new marketing campaign and needs you to track its corresponding hashtag and audience’s response to it, another needs you to analyze the general sentiment surrounding your brand’s image. Media monitoring tools allow you to keep track of all your clients, across different social media platforms as well as the web in general, all in one place. You are just a click away from switching between clients.
Export reports and analyse relevant data individually for each client. Measure the impact of your campaign through concrete numbers by creating custom charts or choosing between basic report, advanced report and competitive analysis dashboards. Get insight into each of your clients’ mentions and impressions, overall sentiment analysis or get a look at influencer dashboard – know who are the most influential stakeholders for your client’s current campaign goal.
Set up alerts for each folder (client) and never miss anything. While tracking certain queries, an algorithm calculates the average amount of mentions they’re getting. If your clients start generating more buzz than usual, you’ll immediately be notified. Moreover, if you use real-time alerts, you’ll be the first to know if there is either a positive or negative media upheaval happening right now. Alerts are also great for generally keeping up with each of your clients using digests – a daily or weekly overview of all mentions.
It allows you to constantly be updated about the amount of media buzz around your clients across different countries. This is especially useful for multinational companies as clients as they operate in a number of different locations. As such, it is important to see how clients perform on each specific target market – how are they perceived by the audience and what is the prevailing sentiment. Not only that, but you’ll also be able to track and compare the performance of marketing campaigns across each country.
Two: Market research
A more affordable way of getting insight into your clients’ target audience.
Real-time research. More traditional methods of market research, such as surveys and focus groups, gather data that can soon become outdated. Shifts in opinions and perception of the audience are happening every day and the only way to continually keep up with those changes is through media monitoring. Your job as the researcher is now easier – you’re able to capture those shifts, recognize them and act on them just in time.
Unbiased opinions. Avoid mediator’s influence over the respondents’ answers or half-hearted attempts at answering surveys. Instead, get access and insight into freely voiced opinions on clients’ products/services. Consumers are now, more than ever, open about sharing their opinions and concerns on social media. Opinions and concerns that you may have not even considered before. Information such as what new feature do consumers want, what brand do they prefer to another – all readily available.
Competition analysis. Analyze and learn from competitors’ online strategy. You can track all relevant competitors to get insight into consumers’ perception of them as well as their online behavior. Compare your clients to their competitors and strategize how to position them above the competition.
Three: Landing new clients
Add value to your pitch for a new client.
Lead your pitch with data in exact numbers instead of guesswork. Analyze social listening results and know how big is your (potential) client’s audience and how that audience is behaving. How many people are currently talking about the brand’s product(s), is the sentiment towards the brand positive or negative, how does the brand perform compared to its main competitors? All that data and more would only be a few clicks away and ready to impress your potential client.
Four: Understanding your clients’ clients
Social listening helps you understand consumers’ needs and behaviors as well as build lasting and profitable relationships with your clients’ audience.
Find and engage a wider range of (potential) customers across social media. Social media monitoring allows you to interact with your audience by replying to their comments or tweets that you wouldn’t have seen otherwise. And while it may seem like a lot of work, there are actual rewards – you can build your social media community, lead people to your website and (potentially) generate sales.
Create quality and personalized content tailored exactly to customers’ needs. Media monitoring gets you insight into whatever’s currently troubling the audience as well as the newest interests and trends. Once you gain this understanding of your audience, the content will come easily.
Analyze the end results of your campaign. Get insight into how your clients’ latest campaigns performed among the audience across different target markets and different social media platforms. Is the prevailing sentiment positive or negative? Is the campaign becoming viral? Answers to all those questions and more are easy to get by practicing media monitoring.
You can see the exact effect a campaign had on your client’s campaign goal. Maybe their aim was to raise brand awareness. How would you go about figuring out if the goal was met? If you use a media monitoring tool – easily.
Let’s assume you and your client agreed upon a list of KPIs for measuring the success of the campaign. You’d want to have insight into the number of brand’s mentions, number of impressions and engagement rate – just to name a few. You’d want this data before and after the campaign, so you can compare the results. If you’ve succeeded in increasing the number of impressions and brand mentions, as well as increasing the engagement rate – you’ve succeeded in reaching your client’s campaign goals.
Make use of word cloud. Word cloud gets you insight into keywords most used in your mentions – the bigger the word, the higher the frequency. Find out how people see your clients’ brands and what do they associate the most with it.
For a quick overview of all four reasons, check out the infographic below.