Most communications and PR professionals understand the importance of a comprehensive media monitoring strategy. Knowing what consumers and news agencies are saying about your brand is vital for managing your reputation.
However, even with tracking processes in place, the information you collect may not be valuable if you are making one of these common media monitoring errors.
Here are four media intelligence mistakes you could be making, and how to avoid them.
Your focus is too narrow
Most modern media tracking strategies are focused online, with social media and Google alerts driving much of the activity. However, if you fail to incorporate the vast number of alternative platforms into your processes, you could be missing vital opinions and information.
A quality media monitoring strategy should be wide-reaching and enable you to track your brand mentions across a range of channels.
You only track when you have time
Do you set aside a portion of each day to research what is being said about your band? By confining your tracking strategies to particular times each day, you could fail to uncover crucial mentions from other time-zones, for example.
Your customers are connected 24/7, so your media monitoring should always be switched on.
Failing to use the data
Once you have incorporated a comprehensive media monitoring strategy into your business, you should start questioning how to actually use the information you uncover.
An inability to communicate your findings to the decision makers means that your media analytics are worthless. This is why translating the data into easy-to-understand and actionable reports is a crucial consideration.
Assuming any press is good press
While having people talk about your brand and products is usually a good thing, assuming every mention is positive could land in you hot water.
If a media influencer decided to publish bad press about your company, you need to be prepared to respond. Strategies to change opinions and reverse negativity are crucial, to ensure your media monitoring isn't put to waste.