Monitoring media (including social media)
What are the results of our media strategy? Does our publicity contribute to our organisation’s strategy? What is the mood among our stakeholders and what is the public opinion regarding our organisation? We would be pleased to help you with these and other questions.
An effective media strategy depends on the monitoring of media and social media. Many organisations keep track of their media presence, for example, by creating an overview of press clippings and media items. That’s a good first step, but it gets much more interesting if you take a more in-depth look and analyse the mood among the various stakeholders related to your organisation. Both offline as well as online.
But why is qualitative monitoring so important?
First of all, because it provides insight into whether your media strategy is making an impact. And, just as important, it tells you if it’s the right impact.
Second, looking at social media signals, you can already deduce that you might come under fire. This gives you time to prepare and take steps to ensure that a smouldering fire doesn’t turn into a raging blaze. Finally, monitoring is one of the instruments that allows you to continuously test whether your organisation is still aligned with your stakeholders.
Monitoring enables you to test your media policy and make adjustments where needed. That is what makes monitoring a crucial instrument for your organisation’s reputation management.