About Media Monitoring

A Agency that aggregates information gathered by traditional and social media content providers, using its software to compile and analyze that information - sometimes further refined by human analysts. The resulting media intelligence is packaged according to client specifications and delivered to those clients in a timely fashion, i.e., as close to real-time as possible. Organizations use this media intelligence to determine what is being said - positive or negative - about the organization itself, its brand, or an issue that can affect it. Among other things, media monitoring and analysis can help organizations track publicity campaigns, discover the nature and extent of various social trends, and obtain insight on how media and other opinion leaders are responding to their products and messages.

Prominence refers to the attention a story on an organization, brand, issue, message, etc. gets in the media. It can be measured by a number of factors that measure the quantity and quality of media coverage, including type of media, extent (of coverage), share of voice, story size or length, placement, media circulation or audience share, media relevance (to the organization's audience), story treatment, use of visuals, type of coverage, etc.

  • » Media type - the type of media - daily newspaper, blog, television station, community newspaper, business publication, etc. - covering the story.
  • » Scope - the geographical area the media reach, including national, provincial, regional, and specifically defined and selected areas.
  • » Share of voice - the organization's share of media attention in the total coverage of a product, issue, industry, cause, etc. This information can contribute to competitive intelligence studies.
  • » Story size/length - the space the story occupies in print media (half a page, 400 lines, a tiny mention, etc.), the time (10 seconds, one minute, etc.) devoted to it in broadcast media, and the space/time it earns in new media.
  • » Placement - where the story was placed in the media. In print, it could range from the front page to page 52 or in the sports or world news section. In broadcast, placement is where the story was aired in the newscast (lead story, story number five, etc.). In new media, it could refer to the space it occupies on a blog, the number of mentions on Twitter, etc.
  • » Circulation/share - the total number of copies of a publication delivered to print audiences (media circulation).
  • » Audience share - is the percentage of listeners or viewers within a defined market of listeners/viewers who are tuned in to a broadcast outlet. For more information, see print circulation as well as listenership/viewership below.
  • » Media relevance - the criteria that determine the relevance of a specific medium to the organization's target audience. This can be assessed by how closely the composition of the media audience - demographics and/or psychographics - matches that of the organization's audience.
  • » Story treatment - how a story is treated in the media. It could be a cover story,a running story earning coverage day after day, a one-shot mention, or a story earning multiple mentions in one issue, one broadcast or one Twitter day.
  • » Use of visuals - information on the content and placement of such visuals as photographs.
  • » Type of coverage - the context in which an item is presented in the media (news, opinion/commentary, community service, etc.). It can be further identified as an editorial, news story, blog post, news brief, bumper, letter to the editor, comment to a blog post, etc.