Web 2.0 demands media monitoring 2.0

Manuel Zebeida

Manuel Zebeida, founder and managing director of Press Index Inc., recognises that the fragmented, unregulated, constantly changing world of Web 2.0 poses immense challenges for press-clipping and media monitoring agencies.

Web 2.0 demands media monitoring 2.0

Manuel Zebeida

When 100 million bloggers produce content across the world, in all languages from English to Mandarin, only technology can help companies tracking and understanding their coverage.

One key traditional question around press monitoring and evaluation concerns the practicalities of using the data to understand, evaluate and, ultimately, direct a media relations campaign.

EXPLOITING FEEDBACK

A minute's reflection tells us that the process is, by definition, a circular one: a media relations campaign affects the frequency and nature of the media coverage of a company, and this development has to be 'looped' back...

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