Please start using media monitoring

Media monitoring is a great way to check whether your audience is listening to your message and how it reacts to it. If it sounds a bit diametric to combine “media” and audience” in one sentence there is a good understanding behind it.

Media monitoring as a term was used in the era of traditional PR. It was meant to evaluate the impact of PR activities - how many media covered the news story, how influential they are, etc. With the emergence of social media communication expert began to use the term “listening” - what users are saying about your brand and if they are KOL (Key Opinion Leaders), where do they express their opinions - owned channels or thesis public space.

However, media monitoring is still used nowadays but it already included the “listening part”. It is a great way to track content performance and could help decision makers.

Below is an abstract sample media monitoring I did on news about European Central Bank with further evaluation of the significance of the article - whether it is crucial and should be taken into consideration, or neutral.

Abstract from a brief media monitoring I recently did, reviewing news about ECB in French and providing summaries of them.