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Last updated on 2024年8月22日

How has social media impacted media monitoring in Public Relations?

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Media monitoring is the process of tracking and analyzing the coverage and mentions of a brand, organization, or issue across different media channels. It is a vital function of public relations (PR) professionals, as it helps them measure the effectiveness of their campaigns, identify opportunities and threats, and engage with their audiences. However, the rise of social media has changed the landscape of media monitoring, creating new challenges and opportunities for PR practitioners. In this article, we will explore how social media has impacted media monitoring in PR, and what are some of the best practices and tools to leverage it.

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Tayo Shofodunrin (ANIPR, ARPA, MNIMN)
Efe Obiomah

Marketing & PR Consultant | Trainer
Tofunmi Akinde

MSc Student | PR & Communications Consultant | Data Analyst| Transformative Communications Professional Facilitating…

1 The challenges of social media monitoring

Social media has increased the volume, velocity, and variety of media content, making it harder for PR professionals to keep track of everything that is being said about their brand or issue. Unlike traditional media, social media is dynamic, interactive, and user-generated, which means that PR practitioners have to deal with multiple sources, formats, languages, and sentiments. Additionally, social media platforms have their own algorithms, policies, and features that affect how content is displayed, distributed, and accessed. Therefore, PR professionals need to have a clear understanding of how each platform works, and how to adapt their media monitoring strategies accordingly.

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Tayo Shofodunrin (ANIPR, ARPA, MNIMN)
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Mastering the intricacies of each social media platform is a must for PR professionals. This knowledge is the cornerstone for crafting strategic and impactful approaches that not only spark positive discussions but also cultivate favorable brand perceptions.

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Shallom Abla Lumor

|| Researcher|| Gender Analyst || Public Relations Expert || Social Media Branding Coach|| Virtual Event Host on the "Level-Up with Shallom Show"|| ForbesBLK Member|| Activist
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We must know that, Facebook works differently from X, Linkedln, and others. And knowing this will help you tailor your messages accordingly. Unfortunately, many organizations share mass content accross all their social media platforms

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Claudia Marques

Jornalista / Gestora de comunica??o/ Advogada / Gest?o Governamental/ Especialista em gest?o de crise e reputa??o
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A prolifera??o das mídias sociais tornou o monitoramento em RP um desafio complexo, exigindo que profissionais naveguem por um volume massivo e diversificado de conteúdo. A natureza dinamica e interativa dessas plataformas aumenta a dificuldade de capturar e interpretar informa??es relevantes, especialmente com algoritmos que mudam constantemente. Para se manterem eficazes, os profissionais de RP precisam dominar as nuances de cada plataforma e ajustar suas estratégias de monitoramento para acompanhar o ritmo acelerado das conversas online.

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2 The benefits of social media monitoring

Despite the challenges, social media also offers many benefits for media monitoring in PR. First, social media provides a rich source of data and insights that can help PR professionals understand their audiences, competitors, influencers, and trends. By analyzing social media conversations, PR practitioners can learn about the needs, preferences, opinions, and behaviors of their target groups, and tailor their messages and campaigns accordingly. Second, social media allows PR professionals to engage directly with their stakeholders, and build trust and loyalty. By listening to feedback, responding to queries, addressing complaints, and joining discussions, PR practitioners can enhance their reputation, credibility, and relationships. Third, social media enables PR professionals to measure the impact and outcomes of their PR efforts, and adjust their strategies as needed. By tracking metrics such as reach, impressions, engagement, sentiment, and conversions, PR practitioners can evaluate the performance and effectiveness of their media coverage and mentions, and identify areas for improvement.

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Tofunmi Akinde

MSc Student | PR & Communications Consultant | Data Analyst| Transformative Communications Professional Facilitating Financial Growth for B2C and B2B | Writer?
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Social media enables PR professionals to monitor mentions and conversations about their brand, industry, and competitors in real-time. This allows them to quickly identify and respond to critical issues, capitalize on emerging trends, and gauge public sentiment towards their brand.

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Shallom Abla Lumor

|| Researcher|| Gender Analyst || Public Relations Expert || Social Media Branding Coach|| Virtual Event Host on the "Level-Up with Shallom Show"|| ForbesBLK Member|| Activist
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Social media is a very important tool for PR practitioners when used properly. PR practitioners can also be used to interact with audiences, communicate your messages and also solve challenges

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Grace Burton

Senior Digital PR Executive at Digitaloft ?? | ?? Editor at The PR Insider newsletter; delivering the best DPR campaigns to your inbox!
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Social platforms allow brands to gain a fab insight into their brand sentiment online. This includes monitoring brand mentions, customer conversations and feedback. There's also the opportunity to use product reviews, customer pain points, and frequently asked questions as part of your campaign or content! In the world of Digital PR, there are also lots of journalists on Twitter, so it is a great place to monitor requests for stories and expert commentary that is relevant to your client.

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Claudia Marques

Jornalista / Gestora de comunica??o/ Advogada / Gest?o Governamental/ Especialista em gest?o de crise e reputa??o
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Embora desafiador, o monitoramento de mídias sociais oferece uma riqueza de oportunidades para profissionais de RP. As redes sociais s?o uma fonte inestimável de dados, permitindo uma compreens?o mais profunda das necessidades e comportamentos do público-alvo. Além disso, a possibilidade de engajamento direto com stakeholders fortalece a confian?a e a lealdade. A capacidade de medir e ajustar rapidamente as estratégias com base em dados em tempo real é um diferencial que pode elevar a eficácia das campanhas de RP.

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3 The best practices of social media monitoring

To make the most of social media monitoring in PR, PR professionals should apply some best practices to optimize their results and save time and resources. These include defining clear and specific goals and objectives for media monitoring, such as increasing awareness or managing crises, as well as identifying relevant and influential social media platforms and accounts. Additionally, PR professionals should use keywords, hashtags, filters and alerts to narrow down their search. Moreover, they should leverage tools and software such as Hootsuite or Mention to automate the process. They should also analyze and interpret the data collected from social media monitoring to inform their PR decisions and actions, then communicate and collaborate with their team and stakeholders by sharing their findings and recommendations.

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Claudia Marques

Jornalista / Gestora de comunica??o/ Advogada / Gest?o Governamental/ Especialista em gest?o de crise e reputa??o
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Para maximizar o valor do monitoramento em mídias sociais, é crucial que os profissionais de RP adotem práticas eficazes, como definir objetivos claros e utilizar ferramentas especializadas. A automatiza??o do processo, aliada à análise criteriosa dos dados, permite decis?es mais informadas e ágeis. Além disso, o compartilhamento de insights com a equipe e stakeholders garante que todos estejam alinhados, potencializando o impacto das estratégias de comunica??o.

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4 The tools and software of social media monitoring

As mentioned above, tools and software can significantly enhance your social media monitoring in PR. There are many options available in the market, each with its own features, functions, and prices. Popular tools and software used by PR professionals include Hootsuite, a platform that allows you to manage and measure your social media presence across multiple networks; Mention, a tool that helps to monitor and analyze online reputation and brand awareness; and Sprout Social, a software that helps to manage and optimize social media strategy and engagement. Hootsuite allows you to create and schedule posts, track mentions and keywords, analyze trends and sentiment, and generate reports and dashboards. Mention enables you to monitor your brand name, competitors, industry, or any other topic. Sprout Social assists in planning and publishing content, monitoring and responding to messages, measuring performance, and collaborating with your team.

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5 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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Efe Obiomah

Marketing & PR Consultant | Trainer
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Social media has made media monitoring cheaper, faster and less cumbersome. Back in the day, public relations practitioners had to read tons of newspapers to monitor news mentions about their organisations. Now, social media analytics, keyword research, hashtags and trending topics provide organisations with insights about what is been said about them, their competitors and stakeholders. This is happening real time, and because social media are largely free, for small organisations the cost of media monitoring could be reduced.

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How has social media impacted media monitoring in Public Relations?

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3

4

5

1 The challenges of social media monitoring

2 The benefits of social media monitoring

3 The best practices of social media monitoring

4 The tools and software of social media monitoring

5 Here’s what else to consider

Public Relations

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How has social media impacted media monitoring in Public Relations?

1

2

3

4

5

1 The challenges of social media monitoring

2 The benefits of social media monitoring

3 The best practices of social media monitoring

4 The tools and software of social media monitoring

5 Here’s what else to consider

Public Relations

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