This post originally appeared on Newswire.ca
Data and measurement advancements have made it easier than ever for communicators to demonstrate ROI to clients and the c-suite. But even as our relationship with numbers and figures has improved, many misconceptions about measurement, particularly around media monitoring, still persist. Here are a few monitoring myths we’d like to get rid of for good.
1. Google will get it all
While Google Alerts can provide fast, frequent, and free brand mentions, Google won’t capture a complete picture of your brand’s earned media impact. In fact, it will not notify you of any news articles, blog posts or web pages that rank below its top 10 news results or 20 web search results.
Secondly, there is a lot more to listen for than news media hits featuring your brand’s name. What about each of your executives and all of your product lines? What about monitoring print, broadcast and social? That’s a lot of missed data! Google is essentially a measurement appetizer; it tastes great, but it won’t satisfy your c-suite’s hunger the way a monitoring service will.
2. Monitoring is too expensive
Media monitoring software does come with a cost, but without automation, time spent media monitoring, analyzing and reporting easily adds up to a full-time job for someone on your team. Can you spare the headcount?
3. You only need media monitoring in a crisis situation
A PR crisis can strike at any time – and we promise this will be the worst time to get acquainted with your new monitoring software. Brand monitoring on a regular basis can alert you to potential issues before they turn into a crisis. It can also alert you to new business opportunities. Try setting up searches in advance for upcoming news releases and other pre-planned announcements to capture sentiment before and after your PR efforts.
4. Only mentions matter
Quantitative measurements like impressions and mentions are great, but don’t stop there. Aim to collect data that provides key insights such as outlet types, coverage tone, competitor mentions, influence level and what outcomes occurred.
It’s just as important to know why you’ve received coverage, as what coverage you’ve received, as it can shed light on future PR opportunities.
5. Monitoring my social channels is enough
Many social platforms have built-in metrics to help you gauge your campaign success, but you’re likely to miss earned media hits. Media outlets (especially broadcast) don’t promote everything they publish on social – just the stories likely to garner the most clicks online. You’re also counting on your social following to be adept spellers.
The most valuable insight from social listening are found when listening in on topics beyond your own brand. Unless you have a social intelligence platform you can’t do that, and you are missing out on business defining opportunities.
6. PR measurement is overwhelming
Oh stop it, it is not! Take a look at your objectives and decide up front what success looks like. Then start tracking that. Choose metrics that are meaningful to your campaign – and bear in mind these could be different for any other company or any other project, for that matter. Looking for a metrics set that will demonstrate ROI for clients? Check out this quick guide.
Looking for the right media monitoring service for your communications needs? G2 Crowd, the world’s leading software review platform, recently named Cision a leader in media monitoring software. Gathered strictly from unbiased third-party reviews, Cision earned the highest overall satisfaction score and highest overall market presence score in the media monitoring marketplace. To request a demo and learn how Cision can help you gain key insights to better engage your target audience, click here.