Media monitoring for profit
May 25, 2012 2 Comments
One of these aspects is sharing. Sharing the results of our monitoring is something we never used to do in the good old days of the press review and media analysis. A summary of these results were sent to some members of the C-Suite and the rest was for us to crunch on in the hope of building ever better campaigns.
Today, sharing is essential in many ways, as you will want to keep brand ambassadors, tweeting employees, prospects and customers as well as any number of other stakeholder types up to date with what’s fresh about your brand.
It all makes good sense for image and reputation management. But there’s one other reason for sharing that should not be overlooked and that’s data curation.
Needles in the haystacks
Our companies, our partners’ companies, our clients’ companies all evolve in an endless sea of content that continuous streams of data from every corner of the Internet make that much bigger every day.
Meaningful information is like gold in that context. Information is power. Information gives companies the ability to base decisions on facts.
Sifting sands all day long in search of elusive nuggets is a task few organizations have the know-how and financial backing to perform on a regular basis. Which is why dedicated consulting firms charge hundreds or thousands of euro/pound/dollars for information that is often readily available on the web but which they serve in digested, curated and organized reports. The cost of producing work of similar quality would increase tenfold.
Putting you monitoring to use
An efficient monitoring plan will do just that for you: remove unwanted noise from a stream of data and articles. If you have set-up a good competitive and industry monitoring project, you will receive all the news that is useful for your team and your management to base strategic decision-making on. Why not share this information?
If you are an agency in the automotive industry, it is more than likely that your clients would be delighted to receive a weekly digest of the most important automobile-related news.
As the traditional or only media articles, blogs, Facebook updates, Flickr images or tweets come your way loaded with keywords and other metadata, why not go even further and use this information to further refine your feed into sub-topical ones and share only the most relevant facts with the customers most likely to be interested?
And why not create another for your colleagues at Marketing to use in their newsletters? Data curation is now a major component of content marketing, as scoop.it, paper.li and many other dedicated solutions highlight. Putting your monitoring to similar use would reap the same financial and reputation rewards.
Are you extracting the most from your monitoring?