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What are the most common mistakes to avoid when monitoring media for small businesses?

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Monitoring media is a crucial task for small businesses that want to build their reputation, engage their audience, and identify opportunities or threats. However, media monitoring can also be challenging, time-consuming, and overwhelming if not done properly. In this article, you will learn about the most common mistakes to avoid when monitoring media for small businesses and how to overcome them with some simple tips and tools.

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1 Mistake #1: Not having a clear goal

One of the biggest mistakes that small businesses make when monitoring media is not having a clear goal for what they want to achieve. Without a goal, you will not be able to measure your results, prioritize your actions, or adjust your strategy. A good goal should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you could set a goal to increase your brand awareness by 10% in the next six months by tracking your mentions, reach, and sentiment across different media channels.

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Elita Adjei
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Clear goals guide effective media monitoring strategies. Without well-defined objectives, media monitoring efforts can become directionless. Businesses must clearly outline what they aim to achieve, whether it’s tracking brand sentiment, monitoring competitors, or staying abreast of industry trends.

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2 Mistake #2: Not choosing the right keywords

Another common mistake that small businesses make when monitoring media is not choosing the right keywords to track their coverage, competitors, and industry trends. Keywords are the words or phrases that you use to search for relevant media content. If you choose keywords that are too broad, too narrow, or not relevant, you will miss out on important information or get flooded with irrelevant noise. To avoid this, you should use a combination of keywords that reflect your brand name, products, services, values, niche, location, and audience. You should also use modifiers, such as quotes, brackets, or operators, to refine your search and filter out unwanted results.

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3 Mistake #3: Not using the right tools

A third common mistake that small businesses make when monitoring media is not using the right tools to collect, analyze, and report on their data. Media monitoring tools are software applications that help you automate and streamline your media monitoring process. They can help you scan multiple sources, such as news, blogs, social media, podcasts, and videos, and provide you with insights, such as sentiment, tone, keywords, influencers, and trends. However, not all media monitoring tools are created equal. Some may be too expensive, too complex, or too limited for your needs. To avoid this, you should compare different options and choose a tool that suits your budget, goals, and preferences.

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Christine Alexis

Global Marketing and Corporate Communications Director | Specializing in Brand Growth, Digital Engagement, and Strategic Acquisitions | Speaker
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Small businesses can leverage affordable PR tools like BuzzSumo for influencer and content research, and Mention for monitoring brand mentions online. Hootsuite is great for managing social media, offering post scheduling and engagement analysis. Canva helps in creating attractive press materials, while Google Alerts (my favorite) provides free monitoring of brand mentions and industry news. These tools are cost-effective and vital for enhancing PR efforts for small businesses.

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4 Mistake #4: Not being consistent

A fourth common mistake that small businesses make when monitoring media is not being consistent with their frequency, scope, and quality. Media monitoring is not a one-time activity, but a continuous process that requires regular attention and evaluation. If you monitor media sporadically, randomly, or superficially, you will not be able to capture the full picture of your media landscape, spot emerging issues or opportunities, or track your progress and impact. To avoid this, you should establish a routine and a system for your media monitoring activities. You should decide how often, how long, and how deep you will monitor media, and use a checklist, a calendar, or a dashboard to keep track of your tasks and results.

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Elita Adjei
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Consistency is key in media monitoring a company’s reputation. Infrequent checks may result in missed opportunities or delayed responses to building the company brand and engaging its consumers/audience. Establishing a regular monitoring schedule and having tools to help you respond and engage ensures businesses stay ahead of the curve and respond promptly to developments.

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5 Mistake #5: Not taking action

A fifth common mistake that small businesses make when monitoring media is not taking action based on their findings. Media monitoring is not an end in itself, but a means to an end. The purpose of media monitoring is to inform your decisions, actions, and strategies. If you monitor media but do not act on your insights, you will waste your time, money, and resources. To avoid this, you should use your media monitoring data to guide your public relations, marketing, sales, customer service, product development, and crisis management efforts. You should also share your findings with your team, your stakeholders, and your audience, and solicit feedback and suggestions for improvement.

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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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Elita Adjei
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Underestimating the impact of social media is a common pitfall. Conversations on platforms like X(Twitter), Facebook, and Instagram can shape public perception quickly. Neglecting social media monitoring leaves a blind spot in understanding real-time trends and public sentiment. It’s important to invest in social listening tools that provide data feedback. Also investing in reputation tools is critical.

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What are the most common mistakes to avoid when monitoring media for small businesses?

1

2

3

4

5

6

1 Mistake #1: Not having a clear goal

2 Mistake #2: Not choosing the right keywords

3 Mistake #3: Not using the right tools

4 Mistake #4: Not being consistent

5 Mistake #5: Not taking action

6 Here’s what else to consider

Public Relations

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What are the most common mistakes to avoid when monitoring media for small businesses?

1

2

3

4

5

6

1 Mistake #1: Not having a clear goal

2 Mistake #2: Not choosing the right keywords

3 Mistake #3: Not using the right tools

4 Mistake #4: Not being consistent

5 Mistake #5: Not taking action

6 Here’s what else to consider

Public Relations

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