make the most of your media monitoring
TRANSCRIPT
HOW TO MAKE THEMOST OF YOUR
MEDIA MONITORING
1. GET A GOOD GRASPOF THE LANDSCAPE
How can you monitor your audience if you
don’t know where they are?
Begin by tracking as many digital and
nondigital channels as possible
Your results should provide a clear picture of where you can
(and should) connect with audiences
2. TARGET CRITICALCONVERSATIONS
The digital media landscape is a very
loud place
Filter out the “noise” by identifying what
information is most important to your
brand, industry and consumers
3. FIND AND IDENTIFY GAPS
What are other people saying about your
competitors that they could be saying about you?
Keep an eye on your whole industry to ensure that
you aren’t missing out on any media opportunities
Discovering and capitalizing on key trends can
help shape and strengthen your communication
strategies and tactics
4. CREATE ACTIONABLEGOALS
As you would for other communication
tactics, outline and set goals for brand
awareness
Do you want to expand your social
followings or increase impressions
You ultimately want to be increasing
visibility on the channels most occupied by
your target audience.
5. SET INTERNALBENCHMARKS
Engagement and media metrics are an inexact science
E.g., you may decide it’s important to increase engagement and reach,
which may distill down to a target of “X amount of retweets.”
Loads of brand mentions online don’t necessarily
translate to revenue or leads, but on the other
hand, they might. You need to find that out for
yourself
Each brand needs to play around with metrics to
determine which ones contribute most to business
goals
To learn how monitoring your brand online can
better inform your strategy, download our whitepaper,
Monitor Your Brand Across the Web
www.newswire.ca
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@CNWGroup