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Advantages Of Using A Media Monitoring Service

The definition of a media monitoring service is “A media monitoring service provides clients with documentation, analysis, or copies of media content of interest to the clients.� While that definition is correct there is much more to what media monitoring services do.

The first media monitoring services came into existence in the 19th century. At that time, monitoring services had only the print media to monitor. Over time with technological advances, the types of media outlets increased. The emergence of community newspapers, radio, television and the internet with its social websites like Twitter, Facebook and more altered and dramatically increased the influence and scope of the media.

Media monitoring companies offer their services to a wide variety of clients. These services gather and document content from every type of media outlet in order to capture the gist of editorial comments, opinions and general feelings. While gathering content is usually aimed towards getting editorial opinions it is increasingly aimed towards gathering and capturing advertising content. Once this information has been gathered the monitoring service is expected to analyze the information and determine what is being said about their clients (positive or negative) as well as how can the company or entity can benefit from the information that has been gathered. In most cases, media monitoring companies focus their coverage by geography, industry, size, publication, editor or journalist.

The Clients of Media Monitoring Services

The types of clients that hire these media monitoring services range from corporations, to politicians, to law firms and even to high profile celebrities. Clients that use these services are looking to learn what customers, competitors, supporters and opponents, are saying about them, as well as to track publicity campaigns, understand social trends and monitor internet blogs to determine how their product, brand or service is viewed.


The Effect of the Internet The newest and perhaps the most important media outlet is the internet. Literally billions of people have access to the internet through their desktop computers or through their mobile phone devices. People now use the internet to get their news, to shop or for social interactions. Many companies have come to believe that they need to build online contacts to enhance and promote their company’s brand or product(s). Media monitoring services now aggressively monitor social media outlets in order to identify and predict consumer behavior and attitudes. Monitoring social media conversations also provides information about what customers, supporters, critics and competitors are thinking.

Media monitoring services gather and then screen information from the following sources and in the following ways.

Social media - Facebook, My space, Twitter and others - to learn about attitudes and opinions.

Types of media - daily newspapers, television, community, newspapers etc.

Geographical range - the geographical area or region that affects the client.

Effectiveness - The amount of attention that the media outlet gets from the target office.

Circulation - The total number of people that will have access to the information.

Type of coverage - Was the coverage positive or negative. Where the items news, or opinion/commentary. Was it in the newspaper or on television or radio? Social media monitoring is a valuable service for companies or individuals that want to monitor or enhance their brand or reputation.

More information on this topic can be viewed on the following site: Media Monitoring Service Chicago.


Advantages of using a media monitoring service