The importance of getting the full picture
When it comes to media monitoring, you must consider your consumers. Yes, social media is an essential part of people’s lives, but it’s not their only media source.
Consider how your consumers gather news. With so many options available, printed news magazines are still the most trusted source, followed by TV, radio, and newspapers.
People live and engage in a multimedia world, consuming on average 12 hours and 7 minutes of media every single day.
Social media monitoring tools will gather data from users on social networks, blogs, forums and so on. But that’s just a part of your consumer picture. You need a strategy that covers TV, radio, and press.
You need a 360-degree media monitoring solution.
360° Media monitoring
This is the complete media listening package.
With analysis of newspaper, journals, magazines, and newswires. Combined with our cutting-edge, speech-to-text analytics of 2,500 TV & radio stations, and our proprietary image recognition software. To get the widest coverage of multimedia brand mentions.
This is 360-degree media coverage. And our clients have had access to it for two years, providing them with the essential data needed for accurate PR measurement.
You just need to reap the benefits.
Building trust with real-time media monitoring
Whether following a multichannel or omnichannel marketing approach, here’re some of the things you can do with multi-channel monitoring.
Improve targeting – know your audience on every channel
It’s clear that online conversations outnumber offline conversations. Just look at the divide of conversations for the upcoming Jurassic World: Fallen Kingdom movie.
There are more mentions of Jurassic World 2 movie on Twitter than any other source.
Over 50% of mentions were on Twitter alone. But discussions that take place on TV, radio, and in print publications are still reaching tens of millions of people every day. For efficient multi-channel marketing and PR, it’s essential to understand the discussion on each channel.
On Twitter, much of the conversation related to a satirical article that downplayed the movie.
While from TV broadcast, most mentions came from a Jeff Goldblum interview.
And in print, it was articles about the top upcoming films that contained the most mentions.
Using this knowledge, you can get an idea of which type of messaging works for each channel and understand how you are being perceived on each.
For this movie, the press promotion hasn’t ramped up yet, and there needs to be better Twitter promotion to counteract the satirical post.
With multi-channel campaign monitoring, you can see when you’re making an impact. And make real-time changes if necessary.
Manage brand reputation - know the tone of the conversation across all media channels
Sentiment analysis will give you a quick, broad overview of your brand health.
Over the last 30 days, we can see that Mars’ presence on Instagram is positive. But by contrast, they’re receiving a lot of negativity on Facebook, Twitter, and forums.
Understanding how your brand is being perceived on each platform is essential for a true 360-degree view of your brand health. And by creating robust alerts for negative mentions you can ensure you never get caught out by a potential crisis.
Create a brand command center – don’t miss a mention online & offline
The fast-paced world of online media has led to news, videos and even single tweets going viral – for better and for worse – in minutes. This means speed is critical when running a campaign. You must react to a crisis quickly, or risk missing an opportune moment. By creating a social media command center in real time, you'll never miss a mention of your brand online or offline:
Keep up to date with all the latest mentions of your brand using live dashboards.
This example shows the latest mentions of Adidas from all media, using our proprietary image recognition technology. Using live dashboards in this way, you can make sure every relevant department knows exactly what is being said about your brand on social media, TV, and print channels at all times.
Turn up your media monitoring
There you have it. We live in a multi-channel world, so you need a multi-channel monitoring solution. Request a demo of Talkwalker analytics below, and discover how to get a 360-degree view of our online (and off) world.
