Everything You Should Understand About Media Monitoring and Evaluation

Organizations use media intelligence to determine what is said about their organization, brand, or a problem that could have an impact. For example, media monitoring and analysis can help businesses follow public relations initiatives, determine the nature and scope of specific social trends, and gain insight into the media and other influencers react to their products and messaging.

Media monitoring and analysis is the act of compiling and analyzing information recorded by traditional and social media content sources and augmented by human analysts. The produced media monitoring is packaged according to client specifications and delivered to the customers in a timely, located close manner.

Media Monitoring | Image Resource: brandmentions.com

Some of the media monitoring metrics

The amount of media attention provided to a story about an organization, business, problem, message, or other topic is known as prominence. It can be measured using a number of measures that evaluate the quantity and quality of media attention, such as:

  • The media outlets that covered the story included blogs, tv networks, newspapers, local newspapers, business periodicals, and so on.
  • Requirements refer to the geographical region covered by the media, which may include national, regional, provincial, and specifically specified and chosen locations.
  • Share of voice - The organization's share of media attention for a problem, product, industry, cause, and so on. This information can be useful in competitive intelligence studies.
  • Story dimensions - The space the narrative takes up in print media, such as 400 lines or a brief mention, the time it gets in broadcast media, such as 10 seconds or one minute, and the space/time it receives in new media.
  • Story size/length - The space the topic takes up in print media, such as 400 lines or a brief mention, the time it gets in broadcast media, such as 10 seconds or one minute, and the room it gets in new media.
  • Placement - the story's location in the media. It might be on the entire front page through page 52 of a publication, or games or foreign news section. The positioning of the article in the newscast is called broadcast placement. It could refer to the position it holds in new media.

Other aspects involved in the media monitoring and analysis process include story treatment, usage of images, type of coverage tone, and sentiment.

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