Your brand is losing market share. What are the best media monitoring tools to get it back?

1 Define your goals

Before you start looking for a media monitoring tool, you need to have a clear idea of what you want to achieve with it. Do you want to monitor your brand reputation, identify new opportunities, measure your marketing performance, or manage a crisis? Different tools may have different features and capabilities that suit your goals better than others. For example, some tools may offer sentiment analysis, social media engagement, or influencer identification, while others may focus on media coverage, keyword trends, or competitor analysis. Define your goals and prioritize the features that matter most for you.

2 Compare the sources

Another factor to consider when choosing a media monitoring tool is the range and quality of the sources it covers. You want to make sure that the tool can access the platforms and channels where your target audience and industry are active. This may include social media, blogs, news sites, forums, podcasts, videos, or reviews. Some tools may have more comprehensive or updated databases than others, or offer more customization options to filter the sources by language, location, or relevance. Compare the sources and see how well they match your needs.

3 Evaluate the analytics

Media monitoring is not just about collecting data, but also about making sense of it. You need a tool that can provide you with meaningful insights and actionable recommendations based on the data. This may include metrics such as share of voice, sentiment, reach, engagement, or impact. You also need a tool that can present the data in a clear and visual way, such as dashboards, charts, graphs, or reports. Additionally, you need a tool that can integrate with other platforms or tools that you use, such as CRM, email, or social media management. Evaluate the analytics and see how well they help you understand and improve your brand performance.

4 Test the usability

Finally, you need a tool that is easy to use and reliable. You don't want to waste time or money on a tool that is complicated, buggy, or slow. You want a tool that has a user-friendly interface, a responsive support team, and a secure and stable system. You also want a tool that offers a flexible and affordable pricing plan that fits your budget and needs. The best way to test the usability of a tool is to try it yourself. Most tools offer free trials or demos that allow you to experience their features and functions firsthand. Test the usability and see how well they meet your expectations.

Media monitoring tools can be a valuable asset for your brand growth, but only if you choose the right one for your needs. By following these tips, you can find the best media monitoring tool for your brand and get back your market share.

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?