Media monitoring solutions are not one size fits all. There are dozens of vendors and even more use cases. So first determine what your media monitoring platform should do. Would you like to pursue traditional and social aspects or are you looking for strategic insights? When it comes to monitoring, measuring, and evaluating, listening to business intelligence is very different from monitoring mentions. So know your priorities.
Before you start, ask the CEO or CMO what the success looks like. “The only way to start a measurement program is to clearly define your goals,” said Katie Paine, CEO of Paine Publishing. “Nine times out of ten say your goal is to protect their reputation.”
To do this, you must at least be able to capture and analyze what is said about your company, your competitors, and the categories in which you compete, so that you can determine the widespread beliefs. It’s difficult to include your point of view in a conversation if you don’t know what people are talking about.
Manual reading of traditional and social reporting is generally fairly easy for startups, as not much is said. For more established brands, the challenge is to process and summarize a large number of articles and online conversations in real time, and then analyze them using algorithms that don’t understand the meaning of the keywords they’re tracking.
When defining your goals, keep in mind that if accuracy is critical, you need to allocate sufficient resources to manually review your clips and identify common beliefs.
AI in media surveillance
Many media surveillance services claim to already have artificial intelligence that can be used to analyze news articles and social media posts for their mood. They say that their algorithms can automatically rate your reputation in real time.
But here’s what you need to know. It’s easy to count and rate keywords in mood sentences. When you consider the various ideas, concepts, topics, and subtopics that can be contained in a single news article, accurate interpretation of the mood requires more than just processing natural language. What is required is an understanding of natural language.
While AI can help process language in circumstances where the domain is narrow and the goal is concrete when it comes to multi-domain thinking, reasonable thinking, and understanding of natural language, AI still remains inadequate and continues to do so View Most Data Scientists Do It will likely take another 40 to 50 years for machines to process information at this level.
There is also a very real chance that we can never build machines that can argue as well as humans. According to Kai-Fu Lee, author of AI superpowersThe risk of a replacement for PR specialists is among the lowest of all professions.
PR is not quickly replaced by machines. “It also cannot think across domains about creative tasks or tasks that require a complex strategy, jobs whose inputs and results are not easy to quantify,” says Lee.
Get the steak, not the sizzling
Most services have access to the same traditional and social media news feeds. Next, apply Boolean keyword filters to get the right information. It makes sense to use a tight AI to assess the mood at the entity level, label articles according to concepts and determine the geographical origin. You can also try relevance and mood filters. However, in step three, prepare to check the last two for accuracy.
Strategic insights are at the interface between media intelligence and external data. Therefore, the ability to import content such as call center transcripts and sales figures is so important that you can spot patterns and find out how media activity correlates with sales.
As you look at the various media monitoring platforms, determine whether the platform has the features and capabilities you need to achieve your goals, rather than focusing solely on the breadth and depth of content or fancy AI filters.
“Do you really need a shipment? Because in my experience everything ends online anyway. Do you really need to spend an additional $ 24,000 a year because it could cost that much? Who will do the setup? Do you have a team of data scientists who can write Boolean, or will you rely on them to? What about reporting? Would you like automated reports or do you do it yourself? Many of the automated reports are pretty, but do they show value? “Asks Jonny Bentwood, Global Head of Data & Analytics at Golin.
Questions about the media monitoring interview
Below is a list of open questions that you can use to initiate exploratory discussions about services to help assess media monitoring platform providers:
- Does it get everything or just a section?
- Does it get photos and graphics?
- Which sales outlets do we need and does it record them?
- If not, can these sockets be added?
- Does it do it socially, traditionally and broadcast? What about podcasts?
- How many KPIs are available on your platform?
- How much historical data is available?
- Can I bring in third-party data and make comparisons?
- Can I contribute usage data from my social network profiles?
- Does it have a language translation?
- Does it have image recognition so you can search images and videos for logos?
- Does it measure KPIs around engagement?
- Does it understand the virality, can I set my own virality parameters and how is the virus amplification displayed / displayed?
- Can I group the media that are most important to me?
- Are there any advanced, rule-based notifications that you can set up via email and text?
- Instagram is known to be difficult to monitor. To what extent can they receive such data? If they say they can get all the data from Instagram, they are either scratching them illegally or lying.
- Have you looked at the level of artificial intelligence and rated certain articles for relevance or mood values?
- Do they comply with copyright law?
- Do they compensate customers for copyright infringement?
The other two questions are onboarding and user support. The biggest cost of switching media monitoring platforms is the time it takes to train employees. Therefore, ease of use is of great importance as it will save you money if users can figure out how to use the service themselves.
But even if the user interface is intuitive, you need support to realize the full potential of the platform. Some platforms have dedicated customer success teams that can help you get your service up and running properly. Find out what kind of onboarding services and whether structured, ongoing training is available.
Download my new one for a more complete overview of the state of media monitoring technology 2020 Media Monitoring Buyer’s Guide This includes a side-by-side comparison grid of all important providers as well as a user rating table with my ratings and analyzes.
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