Earned media’s value, particularly online, is increasingly growing with the continual rise of internet users. Media monitoring helps PR and marketing pros track buzzworthy content and help build their brand through specific keyword searches. Even though public relations strategies are frequently evolving, capitalizing on earned media opportunities continues to be a useful PR method that drives and retains customer loyalty and brand credibility. According to the Astound Commerce Global Brand survey 56% of millennials say they interact with brands weekly. With that said, don’t miss out on the brand advantages that come with staying on top of your earned media.
Missed Opportunities to Expand your Content Opportunities
Media monitoring allows you to gain insight on how others identify and value your organization. Being able to learn what your audience is attracted to gives you the ability to generate engaging content that is tailored to your readers and followers. It opens the door to content inspiration and new marketing strategies. Monitoring earned mentions is a popular tactic used to understand and analyze how people engage with brands, so utilize it to gain client perspectives. In fact, with the right amount of earned media, your organization can generate endless content opportunities from media monitoring.
Media monitoring doesn’t just expand your content pool, it opens up time and availability. The more automated you can make your media tracking, the more time you’ll have to work on other tasks. Using a media monitoring platform to track earned media provides golden opportunities to express your business value without having to put all of the work in, because the platform does the work for you. Plus, public opinion is highly valued by the majority of consumers.
“About three-quarters of consumers trust opinions they find on social media, including those from friends, families, and influencers to help them make the right decision about buying a product or service.” – via Digital Marketing Institute
Lack of Sentiment Analysis for Earned Media
Today’s businesses must focus on analyzing their earned media’s sentiment so they always stay on top of keeping their customers satisfied. Sentiment analysis is an invaluable tool for PR and marketing pros. Unbeknownst to organizations without access to sentiment analysis, not having access to such data can lead them down the route of publishing content that drives customers away from their product. Being able to study sentiment analysis gives businesses the chance to garner a comprehensive understanding of its reputation and audience type. Without it, your business won’t be able to get a clear picture of what direction it should take to improve its communications strategy.
No Access to Earned Media Engagement Metrics
Similar to sentiment analysis, engagement metrics also provide valuable insight on how your audience is receiving your content. However, engagement metrics provide a deeper representation of your audience demographic. For example, top tier Broadcast Monitoring services offer TV and radio tracking where clients can access audience numbers, estimated publicity value and mention stats. These metrics provide a specific interpretation of how your earned media is performing so your marketing efforts will always fully promote your brand.
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Priscilla is the marketing coordinator for Critical Mention. Early on in her career, she developed a passion for marketing, writing and anything within the communication field. During her leisure time, she loves to watch her favorite sports teams and explore new restaurants with friends and family.