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 into the desired direction of the campaign.

This process calls for apparently – and deceptively – simple actions: speedy collation of the data and even speedier calibration of its content (which media, where, how important, how relevant). As difficult and nuanced as it may be, this process was relatively straightforward and certainly achievable in the context of the traditional media with which we dealt. By now, the laborious scanning and 'clippings and glue' nature of the process has gradually been dematerialised, bringing an appearance of modernity to an old-fashioned industry.