The use of media monitoring in corporate communication.

Planning and implementation of corporate communication strategies and measures must be based on valid data. Media monitoring can help gather relevant data about the company itself, its customers, its industry and its competitors, enabling it to develop strategies based on that data. How the use of media monitoring in corporate communication works in concrete terms is explained in the following sections.

Corporate Communication strengthen the identity of a brand.

Communication is an important part of brand management: it ensures that a clear identity is created, the brand becomes visible and customers can recognize it. The identity of a brand is also crucial to its success over competitors, because with similar or identical products, “strong” brands are often preferred. 
An important question in brand management is the current perception: how is the brand positioned in the market? What is the image of the brand? How often is the brand reported?

These questions are particularly important when the perception of a brand develops in an undesirable direction or remains weak despite active communication. Media observation can help identify potential weaknesses in corporate communication and develop strategies. 

A distorted brand identity can arise, for example, when visual and non-visual communication are not coordinated or corporate communication means and channels are not used properly. The definition of communication principles is fundamental, as they allow the communication strategy and the individual communication measures to be further developed in line with the brand. With the help of media monitoring, it is possible to continuously monitor whether the brand guidelines are adhered to.

Measuring success and evaluation of communication

As a rule, the respective contribution to financial and strategic goals is measured and evaluated in all divisions. Corporate Communication also makes a significant contribution to the success of a company, but its value is often difficult to measure. Whether communication campaigns are successful and the individual measures have the desired effect is a difficult question. How much attention was generated? Which media have reported? What was the tonality of the coverage? Has the right audience been reached?

With the help of media monitoring, the effectiveness of individual measures can be measured quantitatively and qualitatively in real time. From various online and social media channels, the relevant information is filtered out, analyzed and summarized in reports using defined search terms. Through automation, media monitoring software can create additional resources in marketing and communications departments by eliminating manual labor.

Quickly recognize crises and protect your own reputation

In the digital world – and especially in social media – discussions can quickly get out of hand. Companies must always keep an eye on the media landscape so that they can recognize possible crisis situations in good time and protect their reputation. 

In order to be able to respond promptly, a ready crisis communication strategy must exist. Only in this way can appropriate measures be taken without any loss of time in an emergency in order to counteract the crisis. Media monitoring also helps to detect crises at an early stage and react to them. A monitoring tool that assesses the tonality of the content is extremely helpful. Both negative and positive tendencies can be identified faster.

Keep an eye on the industry and competitors

In order to evolve communications, businesses must always be aware of what’s driving the market and competing companies. With the help of media observation relevant news and discussions in different channels can be easily observed and future trends and developments can be derived. This helps to develop your own strategy and to plan communication measures in advance.

Special attention should be given to companies on their competitors. By analyzing the behavior of their competitors, companies can provide better content themselves and stand out from others. By analyzing z. For example, you can determine which content is of particular interest to a specific target group and how it reacts to it. This can then be used to derive ideas for your own content planning.

Network with opinion leaders

More and more companies are using opinion leaders as brand ambassadors to target their audiences and enhance the value of the brand. Opinion leaders, influencers or “key opinion leaders” are influential people, groups or organizations whose opinions are valued in a particular area. Collaborations with opinion leaders can improve brand awareness and increase customer confidence. The prerequisite for this, however, is the choice of the right opinion leader: He or she must fit the brand, the product and the campaign. 

Monitoring helps to find the experts, bloggers, gurus and stars of any industry. Important selection criteria are: 
– the channels in which the opinion leaders are active
– follower numbers and engagement rates – are they stagnating or growing? 
– the tonality of the comments 
– the level of expert knowledge or know-how about your own industry

Brainstorming for your own content marketing

Media observation helps to find trends and topics and to observe their development. This can also be used excellently for one’s own planning: whether as a source of inspiration for an already planned topic or for collecting ideas in general. Also the activities of the competition can be a good source of inspiration – or a warning, which content does not work for a target group. 

amardeep kaushal

Blogger, Marketer & Data Analyst.

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