Google is most popular search engine in the world. It processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day. Millions of people use it on daily basis and it is quickest way to find information in today’s world. We simply can not imagine our lives without it, but we have a big problem when we need to track topics continuously. This is when we need to use media monitoring.

Use Google for quick searches of facts
Think of the last time you Googled something. It was probably just a few moments ago. Maybe you came upon this article just by typing a query in search engine bar.
Nowadays, people don’t have time to search for information in books or physical sources. We literally have the world in the palm of our hands i.e. we live in the smartphone era. Trends show that people are going to use mobile even more in the future, which means our habits will change to such extent we will search for information on the go, it will be incorporated in our everyday lives. Businesses need to be aware of this fact, and they have to know how to make the most of it. We already wrote about this topic in the blog post mentioning Zero Moment of Truth (ZMOT), that was first introduced by Google in 2009. It explains that if businesses want to be successful, they need to offer satisfying content to their customers who are Googling their products.

Google Alerts vs. media monitoring
To sum up, we use Google search engine when we are in need of facts that are fixed. We start to have problems when we need to track topics continuously. At this point, some people may introduce Google Alerts in this discussion. So, let me say a few things Google Alerts vs. media monitoring.

Google Alerts are actually very raw, and can’t crawl complex expressions, and there are no advanced keyword setup options. Also, biggest disadvantage when using Alerts is that they crawl Web sources only. As a result, social media – main source of customers opinions, gets neglected.

Use media monitoring for constant tracking of all mentions all over online media

On the other hand, media monitoring is by it’s definition defined as a process of constant tracking of relevant mentions about specified topic. Tools such as Mediatoolkit use powerful crawlers that enable complex keyword setups, so you can track relevant mentions of almost every topic that crosses your mind, and it delivers mention from web, social media, customer reviews sites, forums etc. Those tools often include more than only a feed of mentions. Other, equally important features are: reports and detailed analytics behind every mention which you can use to measure your KPIs and ROI. Also there are some overlooked roles and possibilities that media monitoring offers: lead generation, tracking competitors, tracking trends in industry – professional development, staying on top of the news regarding your business or industry.


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