4 convincing reasons to invest in media monitoring


Online presence has become fundamental for doing business. The number of online resources, social media, forums, and review sites is rising. Therefore, it is essential to keep up with brand mentions regardless of how challenging it can be.

According to Social Media Today, social media affects 71% of consumer purchasing decisions. Moreover, their influence is becoming more and more powerful. According to BrightLocal research, 79% of customers trust online reviews as much as personal recommendations..

It means that the value of tracking media and user mentions of the brand increases exponentially and directly impacts business development and well-being.

1. Manual monitoring is a waste of time when it comes to a quick response to a problem.

Manual monitoring of media and social network mentions means you have to designate your time daily to perform tasks that are easy to complete with automated tracking. With it, you can dedicate more resources and time to other important work areas. Manual monitoring leaves you with no possibility for a quick response to refute negative information in the media.

Example: In January, the YouTube administration blocked the Geek Journal channel following a 1+1 copyright infringement complaint. It caused a backlash against 1+1 with the #saveGeekJournal hashtag trending on Twitter. In such cases, manual monitoring of negative mentions of the TV channel would call for high costs, additional workforce, and time. With automatic monitoring, it is easier to control such situations effectively.

2. Collect trends and analyze the market and media relationship.

You have to monitor user trends and industry news for your product or service to adjust your communications, product campaigns, media appearances, and collaborations. Changing the PR strategy or, e.g., expanding the product range, can increase the number of positive mentions in the media.

The tone of voice of the product mentions

Analyze mentions within a set period regarding qualitative and quantitative changes in LOOQME analytics. The search for insights will help increase profits by identifying actions that benefit the company.

3. Use media monitoring to ascertain your profitability.

Positive reviews in the media deserve your attention too.

Monitoring media activity is important, e.g., when you need to show the return on investment to your partners or clients. Graphs and metrics that confirm a positive image in the media will convince investors, stakeholders, and future clients to work with you. It is your chance to demonstrate your worth.

Additionally, positive reviews on various platforms will be a great resource for advertising campaigns on Instagram and Facebook.

4. Track competitors.

Assess what others are doing and do it better. Analyzing competitors’ success, understanding industry needs, and keeping up with product updates are just some media monitoring opportunities. It is also worth noting that negative mentions of competitors can provide invaluable insights on avoiding similar problems in your business.

We'd be more than glad to explain how it works, so be welcome to contact us as soon as possible.

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