Media Monitoring & Online Reputation Management

Image Courtesy: Felicia Buitenwerf

Media monitoring is used for the purpose of tracking media produced within a sector or industry. It is not just about the effectiveness of your own media – the tools are powerful in providing real-time, actionable insights into competitor behaviours also. 

Media monitoring is about monitoring different forms of media – whether digital or print-based, including news, personal or professional commentary and reviews. Ultimately, media monitoring tools are used to provide businesses with a better understanding of how their industry functions, as well as how the public views them. 


Media monitoring of online reputation

Media monitoring is an especially effective tool for online brand, reputation and business management. Being able to effectively manage your online presence is essential for staying aware of how you or your brand are perceived by existing and prospective customers and partners and the general public more broadly. 


Why Do You Need Media Monitoring?

From a PR and online reputation management perspective, all businesses, whether an individual with a professional practice, a celebrity, sportsperson or a large multi-national company should utilise media monitoring. 

Media monitoring provides you with insights about how your reputation is regarded or performing. Whenever someone online discusses you, your brand or your company; software can flag it and sort it based on date, relevance, etc.. 

It is only when you have an overview of what audiences see and read about your brand, in terms of professional and social media commentary and sentiment that you can take steps to seek to mould your reputation into what you choose to project. 

Media monitoring allows you to understand and attain a degree of control over your online reputation. You begin to get insights into what your admirers and detractors see and how their opinions influence their immediate communities, and how that can spread. In many cases, simply collecting information about the public opinions of a brand can be incredibly useful. To the extent that decisions can be made as to where to spend resources, for example, if your reputation is negative on Facebook, the solution is to focus on Facebook as a platform. 

Online reputation management companies like ourselves use media monitoring to help protect the reputation of individuals, brands and companies. Thanks to tools like information retrieval and sorting comments and discussions based on different criteria, it is possible to cultivate a profile of how a person or business is viewed, and what has to change to improve, manage and protect their reputation. 


Examples of media monitoring tools

Google Alerts 

This is a free service that enables you to monitor the internet for mentions of an individual, brand, company, competitors, or other relevant topics. Simply sign into your Google account, go to the Google Alerts page, and type a keyword or phrase into the search, where you can then set an alert to receive an email notification every time Google finds results relevant to your alert criteria. Note that you can set alerts even for specific regions and languages.


This is a paid service to monitor social media conversations relevant to your products and services, brand or industry. With this long-established tool you monitor what people are saying and discussing based on keywords, hashtags, locations, and even specific users. If you discover a post that requires a response, then you can do so almost immediately.


This is another paid for service that enables you view more than 200 review sites from more than 100 countries. With ReviewInc you can respond to and resolve negative issues right away, or you can organise positive reviews to share on social media sites.


Final Thoughts 

Ultimately, it is important to take a look at all of the different forms of media that exist concerning you to properly maintain your reputation. Contact Balanced Media if you want to discuss how we can change your reputation for the better.

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