终极媒体监控买家指南（英文版）.pdf

THE ULTIMATE MEDIA MONITORING BUYERS GUIDE2 The Ultimate Media Monitoring Buyers Guide PR and communications professionals have been monitoring the media for mentions of their brand for years. Even before the days of digital, there were sophisticated efforts to curate news clippings from across the world. “Clipping services” would literally clip articles out of newspapers for brands to use. But with the digital transformation of the media industry, there is now an endless trail of content for comms pros to monitor and report to their key stakeholders internally. Gathering metrics, analyzing the data, tracking against competitors and measuring against business objectives can be more than a full-time job. Thats where a new age of media monitoring solutions can help. But just as there are many different channels to monitor, there are many different solutions from which to choose, and they vary widely in what they offer. Before choosing a technology or service, its essential to have a clear idea of what your companys needs are with monitoring media coverage as part of an overall communications program. While features can be tempting, the depth and sophistication of your monitoring may matter more ensur- ing you never miss a piece of relevant content. This guide will help you understand what you need to know in order to determine the media monitor- ing solution that works best for your organization. Introduction3 The Ultimate Media Monitoring Buyers Guide Media Monitoring is the process of reading, watching, or listening to media source content and utilizing the aggregate information to iden- tify and analyze articles that contain specific keywords or topics on a continuous basis. PR and comms professionals can now monitor for print, broadcast, online, images and social. They can set up detailed searches (or have a software or service do it for them) to monitor for brand keywords, topics and even for competitors and their influence. PR pros can also measure mar- ketplace sentiment about their brand, product or services, and understand whether their mentions are positive, negative or neutral. In this section, well cover the main channels that brands should be monitoring, and introduce Boolean, the type of search that allows PR and comms teams to use terms and keywords to get the right results from their monitoring. Monitoring Online The growth of digital media and the ability to search content online gave media monitoring the opportunity to innovate from traditional media clipping services into software-based processes to aggregate and review online news sources. Most of the well-established online news monitoring services now deploy specialized software called web crawlers. These web crawlers systematically compile text of online news sources and indexes all the words in those articles and postings. Once the software has compiled the content, it identifies all news articles containing each clients Boolean search terms (keywords or phrases) and then automatically pulls out and delivers the relevant articles to each client. Unlike human readers in old-fashioned press clipping services, software seldom misses valid articles because it reads the entire article word for word. Online media monitoring services offer multi- ple advantages when compared to old-fashioned clipping services or in-house media monitoring by staff. Today, a good media monitoring service can monitor news media sources in all countries in virtually all languages. For both mid-sized and enterprise brands, its important to allow customers to specify coun- tries, languages and publications for monitoring, while also allowing software-based translations of foreign language news snippets, offered in near real-time delivery. Understanding The Basics Q1 WHAT IS MEDIA MONITORING? Media Monitoring is the process of reading, watching, or listening to media source content and utilizing the aggregate information to identify and analyze articles that contain specific keywords or topics on a continuous basis.4 The Ultimate Media Monitoring Buyers Guide Monitoring Broadcast and Radio While often a more manual process than scraping text on digital articles, broadcast and radio news remain vital sources for monitoring. They are best monitored through closed caption feeds or full audio/video recordings. This is done by monitor- ing the closed caption text and the audio/video of news programs on national broadcast networks and local broadcast stations across global markets. Most every major city also has a local broadcast monitor that records local news broadcasts. Most broadcast monitoring services offer streaming audio/video versions of news programs. Networks and stations also sometimes convert the live news program into online articles that they post on their websites that can be found via online monitoring services. Its important to note that this is not always the case, so online moni- toring will not always capture broadcast mentions with 100 percent accuracy. Its also important to note that writing the closed captioning script is often a human process, thus there is a room for error. Consider if your monitoring strings are set up for commonly misspelled keywords; it is an important thing to keep in mind if youre consis- tently missing coverage! TV and radio mentions have the ability to propel your brand visibility to millions of audiences. Ensuring you arent missing these opportunities, and more importantly, keeping tabs on competi- tors who may be garnering this visibility is essen- tial in staying ahead. Monitoring Social Social media represents the pinnacle of change in the digital monitoring space. The internet has empowered individuals to make their voices heard, and ultimately have a business impact on what others think of your company or brand. Tracking what consumers and other organizations are saying on social media has become an imper- ative. In addition to monitoring the major social networking sites such as Facebook, Instagram and Twitter, monitoring for word-of-mouth content remains vital on blogs and micro-blogs, review sites, forums, and video sharing sites like You- Tube. Its best to monitor all the different types of social media as widely as possible, since its close to impossible to predict where or when important market intelligence will appear or where it will be repeated. Its important to be able to differentiate the idea of “social media management” and “social listen- ing” in these cases. There are a lot of vendors in the space that provide social media functions, but with a focus on posting and engaging, rather than monitoring. Services like Buffer and HootSuite allow users to post from multiple social handles at once and track engagement across the space, but dont provide listening across blogs, forums, and social media channels outside of owned ones. If this is something your company needs, these are wonderful tools to incorporate. However, they do not provide a complete social monitoring solution, which is an important distinction. Those tools are publishing tools only. Many of the more advanced news monitoring services also provide integrated social media mon- itoring with the communications and PR profes- sional in mind. Cision Social Media Monitoring, for instance, provides comprehensive daily coverage of blogs, message boards, forums, review sites, and social networking channels like Facebook, You- Tube, Instagram and Twitter to go alongside your online, and broadcast coverage to ensure you are getting a holistic view of your news coverage.5 The Ultimate Media Monitoring Buyers Guide Monitoring Print Media While press clipping services have been over- shadowed as digital media has taken over as the dominant channel in todays landscape, monitor- ing for print publications still makes up a signifi- cant segment of the media monitoring landscape. Free tools on the internet will not cover all of these mentions. Whether you are looking for a national or local community newspaper mention, a brief in a consumer magazine, or in a niche trade publication that covers your indus- try specific mentions in these publications cant always be found online. Missing a critical mention through one of these mediums can still have a big impact on your industry and even your brand. Other print publications include: newslet- ters, business journals, college/alumni publica- tions, and international papers. Cisions print monitoring capabilities allows coverage for over 17,000 print publications through various global and national partner- ships. Cision is able to provide digital context to print publications, ensuring that the print text from newspapers, trade journals, magazines and more are directly available within the comms cloud for users to view in unison with the rest of their digital content in one place! Image Monitoring As earned media becomes increasingly visual, the image-based content that communicators use to tell their story becomes even more valuable. Conventional monitoring methods rely on text and hashtag capture to track images and logos. But because the bulk of internet-based images are not associated with text or hashtags, conventional systems lack the ability to truly track and measure the impact of visual content. Through proprietary ImageIQ technology, Cision enables communica- tors to measure the history of an image or logo and its path forward. Data on reach, engagement and audience of a brand image, as well as influencer insights, can be leveraged to create and adjust com- munications strategies. Those who rely on text (or text-based monitoring) are missing this key compo- nent that completes a brands comprehensive view of earned medias impact on the business. Through proprietary ImageIQ technology, Cision enables communicators to measure the history of an image or logo and its path forward. 6 The Ultimate Media Monitoring Buyers Guide Once you have a good grasp of the basics of media monitoring and the different types of monitoring your brand should consider as part of your communications and PR strategy, its important to understand the kind of impact that media monitoring can have on the different areas of your communication efforts. You can assess your media monitoring requirements by understanding how successful companies use media monitoring services and how you could incorporate similar strategies. For example, The Stroke Association, the U.K.s leading stroke charity, turned to Cision analysis to aid in optimizing PR outreach and monitored awareness of stroke among the general public. Cision was able to show that although 48 percent of U.K. adults were reached by their content and messaging, only 14 percent had been exposed to coverage featuring a link to the website. Following this feedback, the Stroke Association adjusted its activity and managed to increase the coverage featuring the website link which doubled its original results. As you think about justifying the addition of media monitoring technology and services, heres a few things to consider: What Are You Missing? You Dont Know What You Dont Know With technology at the level that it is at now, ignorance is no excuse for any communications team. You need to be monitoring everything, all the time, that pertains to your brand, product or service. If a new competitor, product, or event happens that can potentially disrupt your indus- try, the last thing you need is your boss coming into your office referencing a news article that you had no idea published. WHY DO YOU NEED MEDIA MONITORING? Q2 Prevent Crisis No one likes a crisis, but strong monitoring helps you become more adept at handling one. Your team should be poised to quickly identify and remediate PR issues, negative sentiment or potential pitfalls that could be brewing about your company, product or industry. The right media monitoring solution in place empowers a company to stay ahead of these events and make sure the proper protocols are in place. The ability to identify a crisis before it takes place is the equivalent of having home insurance before an earthquake. Alerts that you can configure will help communica- tions teams avoid and quickly diffuse crisis situations. It also acts as a barometer to help gauge real-time sentiment showing how people are responding to advertising and content marketing campaigns. Conduct Market Research For Campaigns Media monitoring solutions can serve as market research analysis for campaigns or new products your company is developing. By setting up moni- toring searches around similar industry topics as a way to test the water, your team can then start to answer some preliminary questions: Are there any audience backlashes against a similar prod- uct? What is the overall audience sentiment of the industry as a whole? Comms must be able to 7 The Ultimate Media Monitoring Buyers Guide Attribute Value For The Coverage You Create PR and comms are always looking for ways to better map campaigns to specific business objectives their executive stakeholders care about and gain better insight into how to architect future campaigns. A strong media monitoring solution should provide analytics that can illustrate your objectives in an easy-to-understand format. This includes the staple PR metrics like share of voice, sentiment over time, coverage by media type. It can also tie into more sophisticated digital mar- keting metrics such as web traffic and conversion. Analytics around coverage should also return audi- ence demographic and firmographic data, helping you understand your target audience more effec- tively. While the goal may not always be to tie back to a dollar amount, professionals in this space need to be able to attribute value from their campaigns to show that messages are resonating with target audiences and supports key business objectives. Smarter Outreach Does your company distribute press releases on big events? Or reach out to local or national influencers to help boost campaign visibility? Complimenting your outreach strategies with an all-encompassing media monitoring solution can help your team fur- ther understand which messages resonate best with your audiences and influencers. Additionally, using this information to pinpoint the most influential individuals can help you make better decisions on journalist outreach. Furthermore, this type of understanding establishes the groundwork for future content and helps contribute to your content calendar planning for the year. acquire and understand market research quickly to fuel content and campaigns that take advantage of emerging trends and therefore will more likely resonate with audiences. Execute and Adjust Campaign Messaging On-the-Fly Executing