Media monitoring is a crucial component of any PR and brand strategy, but it's essential to remember that its effectiveness relies on the metrics you choose to track. By selecting the right metrics, you can maximise the success of your media monitoring efforts.
Brand Mentions
What to Track: The context, frequency and the sentiment of your mentions.
Why It Matters: By tracking your mentions, you are able to measure your brand visibility and gain an understanding of how your audience regards you.
Share of Voice (SOV)
What to Track: The ratio of your brand's mentions compared to your competitor's.
Why It Matters: Tracking SOV will allow you to evaluate your competitive standing within the market, and identify any opportunities for growth.
Sentiment Analysis
What to Track: The negative, positive, neutral and mixed tones in your media coverage.
Why It Matters: Sentiment analysis provides you with insights into how the public perceives your brand — this information can help you alter your messaging and assist with crisis management.
Influencer Mentions
What to Track: When an influencer mentions your brand and how much engagement their content generates.
Why It Matters: Influencers have the ability to amplify your brand reach, monitoring this will let you know if the influencers you are working with are adding value to your campaign or not.
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Want to read more? Then take a look at The Importance of Media Monitoring for Brand Reputation.
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