How do you track and analyze your brand mentions across different media channels?

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Media monitoring is the process of tracking and analyzing what is being said about your brand, products, competitors, and industry across different media channels, such as online, social, print, broadcast, and podcasts. It can help you measure your brand reputation, identify opportunities and threats, optimize your marketing strategies, and engage with your audience. But how do you do it effectively and efficiently? Here are some tips to help you get started.

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Olena Shabunina

CEO @ BrandVox and Semantrum | B2B SaaS in MarTech | Data-driven Marketing and PR

1 Choose your media sources

The first step is to decide which media sources are relevant and important for your brand. You don't need to monitor every single channel, but you should focus on those that have a high impact on your target market, industry, and reputation. For example, if you are a B2B software company, you might want to monitor industry blogs, trade publications, podcasts, and online forums, while if you are a fashion retailer, you might want to monitor social media, influencers, magazines, and TV shows. You can use media monitoring tools to help you find and filter the sources that match your criteria.

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Olena Shabunina

CEO @ BrandVox and Semantrum | B2B SaaS in MarTech | Data-driven Marketing and PR
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Once you have identified the most relevant media sources for your brand, it's important to prioritize them based on their influence and relevance to your target audience. Prioritizing helps you focus your resources on the most impactful channels, ensuring that you are not overwhelmed by data from less important sources. Here is how you can do it: - assess the influence and reach - consider audience demographics - identify Key Opinion Leaders (KOLs) and influencers I suggest to use media monitoring tools to do it automatically

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2 Define your keywords and topics

The next step is to define the keywords and topics that you want to track and analyze across your media sources. These can include your brand name, products, slogans, competitors, industry terms, trends, issues, and events. You should also include variations, synonyms, misspellings, and hashtags of your keywords and topics to capture different ways of mentioning them. You can use keyword research tools to help you generate and refine your list of keywords and topics.

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3 Set up your media monitoring alerts and reports

The third step is to set up your media monitoring alerts and reports using your media monitoring tools. Alerts are notifications that you receive when your keywords and topics are mentioned in your media sources. You can customize the frequency, format, and channels of your alerts, such as email, SMS, or app notifications. Reports are summaries and analyses of your media mentions over a period of time. You can customize the metrics, charts, and insights of your reports, such as sentiment, reach, share of voice, or themes. You can also segment your reports by media source, keyword, topic, or other criteria.

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Julien Salinas

Fondateur/CTO chez NLP Cloud. Ingénieur full-stack. Entraineur de boxe fran?aise.
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Such alerting parameters really depend on the media monitoring platform you choose. Some propose emails, Slack notifications, API webhooks... Also it's important to select your social listening platform wisely depending on which social media you want to monitor. Some like https://KWatch.io monitor Reddit, Linkedin, Twitter... others like https://Syften.com monitor Indie Hackers, Facebook...

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4 Analyze your media mentions

The fourth step is to analyze your media mentions using your media monitoring reports. You should look for patterns, trends, gaps, and anomalies in your data that can help you understand your brand reputation, performance, strengths, weaknesses, opportunities, and threats. You should also compare your data with your competitors and industry benchmarks to see how you stand out or lag behind. You should also look for feedback, questions, complaints, praises, and suggestions from your audience that can help you improve your products, services, or customer experience.

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5 Act on your insights

The final step is to act on the insights that you gain from your media monitoring analysis. You should use your insights to inform and optimize your marketing strategies, such as content creation, SEO, social media, PR, advertising, or influencer marketing. You should also use your insights to respond and engage with your audience, such as thanking them for their positive mentions, addressing their negative mentions, answering their queries, or inviting them to participate in your campaigns. You should also use your insights to monitor and measure the impact of your actions on your media mentions and reputation.

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Julien Salinas

Fondateur/CTO chez NLP Cloud. Ingénieur full-stack. Entraineur de boxe fran?aise.
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If you want to engage effectively with your audience, it's important to choose a social listening tool that sends you real-time alerts when your brand is mentioned, like Syften or KWatch.io

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you track and analyze your brand mentions across different media channels?

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1 Choose your media sources

2 Define your keywords and topics

3 Set up your media monitoring alerts and reports

4 Analyze your media mentions

5 Act on your insights

6 Here’s what else to consider

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