Media monitoring is the process of reading look carefully, or listen to the editorial content of media sources (including newspapers, magazines, journals, radio and Internet) on the duration and the identification, storage and analysis of content, certain key words or containing topics .
The monitoring of the News Media
Monitoring and editorial content of news sources including newspapers, magazines, journals, television and radio is by far the mostmost common type of media monitoring. This means typicall "News-Monitoring".
Most companies, government agencies, not-for-profit organizations (eg hospitals, universities, associations, etc.) and individuals such as authors and celebrities use the media-monitoring as a tool for identification, referred to its organization, its brands and management in the news media. Some organizations also use media-monitoring tools to track the success of their press releases to find information onCompetitors and specific questions relating to the organization, to benchmark performance against competitors, managing corporate or brand reputation, to collect information industry, to better understand the strengths and weaknesses of corporate communications, to identify new business opportunities and other purposes.
In addition to monitoring messages, many organizations now monitor social media on the Internet, word of mouth tracking mentions of their organization in social mediasuch as Facebook, Twitter, blogs, message boards and forums. This is commonly known as social media monitoring, mouth to mouth in surveillance, monitoring or buzz.
Media Monitoring & keywords
The monitoring process begins with the search profile and search terms or keyword (s) or keyword phrases. The search profile includes the service conditions: The media are controlled to provide the kind of articles and / or references, the deadlines for the monitoring andArticle delivery method.
The search terms are the key words or phrases in the article, as the name of the organization or its subsidiaries or brands to be included. An article containing a keyword is usually referred to as a "clip" or "clipping", "news clip" or "press-clipping". The clips are either physically delivered by post or as a digital file, usually by e-mail.
While some organizations use in-house staff, to news and social media, most of the companies and PR MonitorAgencies to outsource the operation of commercial services. The commercial services can usually offer more extensive media coverage as in-house staff with online news monitoring tools like Google News. Commercial media monitoring services often provide better results at lower costs than the actual labor costs of in-house news monitoring with the staff.
Media Monitoring history
Media Monitoring began in the 1800s as a press-clipping services. Press clipping services (so-called"Clipping" in Europe) employs human readers to articles in printed publications news scan looking for the key words of multiple clients. The readers selected the keywords in an article, then cut the razor blades marked, set the cut-off text in client folder and the clips provided by e-mail to the client. The most press-clipping service serving a limited geographical area - a country, for example - and monitored publications in only one language. According to studiesGE, Kodak and other organizations in the 1970s, the human readers usually missed 30-40% of the items that customers keywords, mainly because the readers were quick scanning of articles for more clients' keywords, not really reading the texts word for word.
Broadcast Monitoring Services
In the 1950s, began specializing in broadcast monitoring companies for TV newscasts mention of their client companies to monitor Key words. Initially the programMonitoring companies used to see people programs, write contents and abstracts of the log mentions of the customer key words. The development of Betamax and VHS video recorders, record, together with closed-caption text for the hearing impaired, enabled the broadcast monitors, the programs and search software to provide closed-caption text for client keywords.
In the United States, that caption is a closed system still in use, although computers (not video tape recorder) are now used to recordthe programs. In countries where not to broadcast closed-caption text in the TV signal embedded broadcast monitoring companies today often use the speech to text software to a character-based documents that can be searched by keywords to create. Closed caption text and the latest generation of speech to text software are each about 70% to 80% complete and correct.
Online Media Monitoring
The growth of the Internet and World Wide Web in the 1990s led to online mediaMonitoring services with automated processes to monitor online news. The online services provide specialized software called robots, bots, or spiders, to high-powered computer servers to quickly the new editorial content from online news sources and social media, and view all words in the message content and social media bookings. Once the software has created the content, she calls all the objects that each customer search terms (keywords or phrases) and then automaticallyClips and supplies this article or social media postings to the client. Unlike human readers in old-fashioned press clipping services, software misses often apply the article because it reads the entire article word for word.
Advantages of Online News Monitoring
The commercial monitoring services offer several advantages over old-fashioned print-based press clipping services comparison or in-house media monitoring by the staff.
Today, with rare exceptions, allPrint publication published its editorial content from the publication of the Internet website. By monitoring can monitor print publications on the Internet (World Wide Web), online media monitoring service media sources in all countries in almost every language. Online News Monitoring Services currently monitor 20000-50000 + online news sources in multiple languages. Many of the online monitoring services use among embedded software-based instant translation softwareTranslation of foreign-language news clips.
The old-fashioned press clipping services require 2-3 weeks to deliver clips, online media monitoring services deliver clips overnight as a standard service and usually near real time delivery to offer an additional charge. Most clips are transmitted by e-mail in text or HTML format, but other methods are available for delivery including RSS, XML and PDF via FTP. The Daily Mail reports allow executives in client organizationsup-to-date with a quick and comprehensive overview on hold, as their organization is represented in the news and social media. Daily E-mail clip can also report an early warning of brewing issues and problems.
With the use of Boolean logic in the client requests, online media monitoring services can be very specific and specialized media clipping needs to meet with great accuracy. Instead of providing "any mention" of a particular word, provide the media monitoring service cana specific subset of articles and comments such as:
(Orange or Sprint) AND (mobile or phone or cell phone) and not - or crush fruit or Julius or "track and field" within 25 characters.
Because online media monitoring services provide clips as digital computer files, clip storage, management and distribution are much simpler than with old-fashioned paper clips. Most online services store each customer in a digital video clips online archive is available at any time and fromThe customer authorized by anyone anywhere. Using standard database methods can organize the clients easy and manage their clips in the online archive. Most digital archives include keyword search capabilities - that is, customers are looking to their digital clip book for any key word or phrase. Most of the digital archives make it easy to clip via e-mail in circulation, others within the client organization.
Social Media Monitoring
While news is clearly the core contentmonitor, which most organizations today recognize the growing importance of monitoring social media like blogs, message boards, forums, Facebook, LinkedIn, Twitter, and video-sharing sites like YouTube. What is published or won uploaded into this online social media sites considerable credibility and influence. As a result of the review of social media for criticism and complaints is now crucial for the protection of corporate communications and brand reputation - and to understand better what consumers think about theOrganization, its brands and its customer service.
It is possible, but inefficient to use in-house staff to monitor social media with the free online social media search engines. In most cases, however, Social Media Monitoring Services are comprehensive and time efficient.
Most news monitoring services offer separate or integrated social media monitoring services. How in the news monitoring, is the key comprehensive monitoring over a wide range of social media,especially blogs, message boards, forums, websites and Twitter complaint. With over 50 million blogs, there is not sufficient to monitor only the so-called "influential" blogs. It is important to observe how many blogs as possible because it is impossible to predict where critical information surface. It is also important to provide key words to use on a continuous basis to monitor social media. Social Media Monitoring sources of criticism and complaints can be particularly effective as a customerto earn service tool - the correction of problems and issues and spread virally with gratitude the customer complaints.
Media Monitoring Summary
Most commercial-based media monitoring services with a monthly subscription fee for ongoing performance. While some services - generally those that developed from old-fashioned press clipping service - an additional fee for each clip that came, most of the newer online services did not per clip fees. To better understand theQuality of individual services and the differences in the services, it is better to purchase multiple services on a free trial version for a few weeks before use.
In conclusion, the monitoring news and social media have an important function in this press release placements length, other references identified in the media about the organization, administration, corporate and brand reputation communications monitor competition, stay on questions of industrial and other purposes electricity. Commercial media monitoring services, especially online services,offer superior performance and lower cost than in-house monitoring by the staff.
© Copyright 2010, CyberAlert, Inc.
Articles can be reprinted in whole or in part with the right assignment.
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