Customer Manager Emma Nylén guides the customers in their media monitoring

Emma Nylén works in the Retriever's Swedish customer relations department. This department is responsible, among other things, for managing the media monitoring for various companies and organisations. In addition, they are also an important support for the sales and analysis departments at Retriever.

What does a typical work day look like for you?

I am in close dialogue with our customers via meetings, by email, telephone and chat to consult and ensure that they get all the information and knowledge they need. This to be able to listen to the customer's needs and optimize their daily media monitoring in the best possible way. I also hold educational webinars/seminars where I guide them in a pedagogical way both through the media landscape and the various tools and features in the Retriever platform. Then I also keep a close dialogue with our technical and development teams in order to optimize our tools in the best possible way through the customers' perspective and needs.


What is the best thing about your job?

To be a go-to person and problem solver to figure out creative ideas when our customers encounter problems or have challenging needs for their media monitoring. But also to meet customers in so many different segments, industries and organizations and get an insight into how their everyday communication work works. Even after many years in the industry, I am constantly learning new things.


What is the significance of media monitoring/communication measurement?

Common and systematic intelligence provides the same framework and references. It is an important activity for organisations to gain insights into the world around them, to map their sector and their communication in order to analyse and develop their activities. Continuous and structured monitoring of the media landscape and learning from events can, for example, prevent or manage potential crises or media storms.


What are the main changes in media communication and media monitoring that clients should be aware off? 

I sometimes encounter clients who focus on only what is measurable to evaluate their organisation's communication activities. Advertising value prices for editorial media can be one such thing. One should then be aware that advertising prices have changed drastically over time. This is due to the major reform of the media landscape that has taken place in recent years, partly due to changes in reader behaviour and other challenges in the industry. If you want to measure numbers and quantity, we recommend instead to look at reach figures such as possible readership opportunities or consider whether you should perhaps get help from one of our skilled analysts to review your media image qualitatively for deeper insights.



What three pieces of advice would you give to a client starting out in media monitoring?

  • First of all, take a look at your needs, the purpose of media monitoring and who needs what? Identify your need-to-know and nice-to-know and always prioritise need-to-know first.
  • A key objective of its business intelligence is to increase the relevance of article hits and reduce information overload for recipients.
  • If you are unsure of how to proceed, feel free to contact us and ask one of our media monitoring experts for advice. We are experienced and can handle most enquiries in this area.

Want to know more?

Contact us for more information on how we can help you and your company with your media monitoring.

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