1. What is your goal with media monitoring?
Is it to detect crises early, track coverage of your brand, identify trends in your industry or something else entirely? Clearly define what you want to achieve. Ask others in your network how they use media monitoring in their organisation.2. Which media and platforms are most important for you to monitor?
Media monitoring can include everything from news and social media to blogs, forums and podcasts. Identify the media and platforms that are most relevant to your business. If you have a communications strategy, you may already have the answer. If not, you probably have an idea of the audiences you're trying to reach with your messages. Ask your PR agency, media agency or media monitoring provider for inspiration.
3. How will you use the data you collect?
Will it be used to respond to media coverage of your issues in a timely manner, adjust your communications strategy, inspire new content creation, conduct competitive analysis or something else entirely? Be clear about how you want to use the insights you gain. There is plenty of data in the world. The question is what you're going to do with it and how you're going to turn it into actionable insights.4. How will you measure success?
Define key performance indicators (KPIs) for your media monitoring so you can assess whether it's meeting your objectives. This could include metrics such as volume of mentions, sentiment analysis or something else entirely. Take inspiration from networks and media monitoring providers. You can also find inspiration in the comprehensive catalogue available on the website of AMEC, the international media analytics industry organisation.
5. What is your budget?
Consider how much you're prepared to invest in media monitoring. Costs can vary depending on the amount of data (number of articles/posts/broadcasts) your searches generate, the delivery format and frequency, and the features offered.
6. Do you need international media monitoring?
If your organisation operates across borders, make sure your media monitoring service can cover the relevant regions and languages. Also consider the depth of monitoring you want in other countries. It can make a big difference whether you want to monitor all media and platforms in a country, or just the most important ones, or just web media in one or more countries.7. Are data security, privacy and copyright an area for concern?
Make sure that the media monitoring provider you choose complies with data protection regulations, protects your data, respects copyright and ensures fair payment to media publishers. Failure to meet these criteria could result in chain liability for your organisation.8. What support and training do media monitoring providers offer?
It is important to know that you will receive adequate support to implement your media monitoring solution, make ongoing changes and respond to your queries quickly and efficiently so that you don't spend unnecessary time chasing your supplier.
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