Media monitoring involves tracking the media coverage your brand and competitors receive, or where your chosen keywords are featured in different media. Media monitoring software extracts the clips most relevant to your brand and compiles them in one place to make them easier to find.
These short clips, however, do not always convey all of the context surrounding your coverage. Context is important in media monitoring because it can give brands a better perspective of how they are featured in the media.
For example, a statement can be made about a business's growth in a given time frame, but the growth figure alone will most likely not give a lot of perspective. Depending on whether and how it is being compared to other businesses or time frames, this coverage can be interpreted to be very positive, negative, or neutral.
Without the necessary context, one can easily misinterpret coverage. It can also be deemed more or less influential than it really was.
Context is key in providing perspective, and with accurate perspective come accurate conclusions and insights.
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