Weighing-in on media monitoring

You know, I’ve spent a lot of time talking with PR professionals about measurement and I frequently hear PR pros say they’re disappointed by the results they are getting from their automated monitoring solution. There are certainly a number of benefits to leveraging automated media monitoring, but there are also limitations to what the technology can deliver. Having realistic expectations of what automated monitoring is capable of, and what you should (and shouldn’t) be using it for, means less disappointment and a better overall user experience.

There are ways to maximize what you get out of automated monitoring, and we recently released a Wallop! OnDemand report on this topic. I want to share two of the key strategies highlighted in the report that can help you get more out of your monitoring and measurement:

Spend time evaluating solutions

There are a lot of monitoring and measurement solutions available on the market today. Research your options and choose a solution that has a reputation for providing accurate data and analytics. You should also have a good understanding of the type of coverage you expect to see as a result of your PR efforts. Each solution offers different options for capturing data, so you’ll want one that fits your specific coverage. For example, if your coverage will be mainly in regional or local printed publications then you will need a solution that monitors more than just online news. This simple scenario may seem like an obvious example, but a lot of times missed coverage is due to the fact that a monitoring solution isn’t matched well with the type of coverage it is supposed to capture. This is especially true for PR teams with mainly niche, or hard to track coverage data.  

Understand the technology

When you understand what automated monitoring solutions are (and are not) capable of doing, you can have more realistic expectations of the results you will see. It is important to know that there are limitations to what automated solutions can do. For example, 100 percent completely automated tagging, toning and extracting data from coverage simply doesn’t work – at least not yet. So, know what you should and shouldn’t expect. If you have questions about what a monitoring solution can do, ask before you commit to that particular solution.

Taking these points into consideration will lead to better, more accurate results, and greater user satisfaction. If you’d like to read more about monitoring and see results from the Media Monitoring and Measurement Survey you can download a free copy of the “2011 Media Monitoring and Measurement Perceptions Study” here.


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