Media analysts and communications professionals are always under unrelenting pressure to produce results. Many now realize that it is essential to use a media monitoring tool to handle and interact with the overwhelming amounts of data they deal with on a daily basis. Using a digital media monitoring tool is even more pressing if a company is in the midst of a backlash from the public and the media.
With the various media monitoring tools and services out there, how do you sift between all the promotional claims and choose the best fit for you?
Here are 3 key questions you need to ask yourself before contacting a media monitoring service:
1) What do I need to monitor?
News? Magazines? Blogs? Social Media? Broadcast? or Videos?
There are a variety of online media platforms out there. With a few exceptions, almost every company is superior in one medium but lacking in another. As unfortunate as it this may be, with all of these platforms to choose from, you would most likely need to choose multiple services.
If your organization wants to track what is being said by consumers about your company or brand on the Internet, it’s best to monitor both social and news media mediums as they usually inform each other in terms of content, some companies are superior in social media monitoring while others have a greater advantage monitoring news media. On the other hand, if you are looking to create relationships with journalists and bloggers to monitor and strengthen your public influence, then you will best be served with a service that provides news media and blog monitoring.
2) How soon are the results delivered?
You should be asking yourself whether you need your monitoring in real-time or are delayed notifications acceptable. This is one of the key areas in which you can truly benefit from an automated solution. If you hire an external team to do media monitoring for you, you would most likely be getting daily or weekly reports showcasing to you yesterday’s results. To some, that may be good enough, but to others, getting news clips with analysis as they are happening is critical. Especially during times of crisis. Imagine learning about an unhappy employee’s complaint to the media one day after it has been circulating the internet while you are at home.
3) What kind of customizations are available?
Some tools and services out there can customize their services to meet your specific requirements. For example, Gnowit offers monitoring from traditional as well as custom lists of specific publications such as the Hansard reports. If not all news sources and blogs are relevant to you, this is an effective way to filter out the irrelevant sources in order to keep your reports spam free and focused towards the issues that matter.
You should never settle for off the shelf services. The truth of the matter is that everybody needs some level of personalization, whether it is with the sources they choose, the dashboards they see, or the reports they create. Always explain what matters to you and have the service providers describe how they can meet your requirements.
In the end, you are going to need a tool that will save you time, money, and will increase you and your team’s productivity by finding relevant articles you never knew about from sources you never knew existed. The simplicity of the service is also crucial while customer support can also make a huge difference.
Many of these important questions can be answered if the service will let you try the product before purchasing. Gnowit offers a free media monitoring trial and offers you a month-to-month or annual plan. No long term contracts required.