Brand tracking helps you keep up with all your media coverage and gives you insights to improve your business. It’s a powerful combination of services that cover the print, broadcast, online and social media spheres. Ready to find out more?
How do you know if your brand’s key messages are being picked up by the media? Brand tracking finds your media coverage and gives you a holistic view of how you are represented in traditional media, on social networks as well as within your placed adverts.
Let’s find out what brand tracking is all about.
Here are the services that make up brand tracking:
Media monitoring
Media monitoring is the process of scanning, watching or listening to the editorial media content on a continual basis.
It offers you hard data, which is the number of times you have been mentioned online and when your editorial content has been published or broadcast. You can analyse this data to find insights about your brand content, your industry and your business as a whole.
As different mediums in the media become more digitised, these services have had to adapt to the changes and offer both traditional media monitoring and digital media monitoring.
Media intelligence
Media intelligence is the process of gathering and analysing vast amounts of data, generated by various media channels, in order to gain insights into business performance, consumers, competitors and market sectors.
Media intelligence companies gather their data from the editorial content of print, broadcast and digital news media. They also gather content from other digital media platforms, such as non-news websites, blogs and social networks.
Once they have this data, they extract information that is of interest to their clients. Clients can use the data to measure the performance of the PR or marketing content their brand has created.
Data about conversations on media channels and social media posts can also be analysed for insights. With this information, media intelligence providers identify trends, opportunities and issues relevant to their clients.
Social media monitoring
Social media monitoring tools gather data about your brand, business or organisation from social platforms. They provide information about your campaigns, marketing initiatives, target market and even data about your industry on social media.
Like media monitoring, social media monitoring is focused on collecting data. The information is not only drawn from the social media accounts of companies and publishers but from millions of consumers, too.
Social listening
Social listening tools find insights within social media conversations. They gather social media posts that are relevant to a brand, campaign or topic and analyse the information these posts contain to find patterns and trends.
The social listening process involves first monitoring social media channels for posts that include specific keywords or topics. Then, all these posts are analysed to reveal the themes that they have in common and the conclusions that can be drawn from them.
It goes deeper than just hearing what people have to say on social media platforms. It involves the tracking of conversations around specific keywords, phrases or brands and then uses these insights to identify opportunities or create content for your audience.
The key to social listening is its actionability. It’s about using the information that social media monitoring delivers to refine your social strategies. In the long run, social listening helps you to better understand your audience, tailor your strategies to make them more effective and improve the ROI of your social media activities.
Advert monitoring
An advert monitoring service notifies you when your advert appears. This can be used to prove that your adverts have been placed correctly and according to schedule.
You can also use this service to gain insights into how other brands are advertising and to stay up-to-date with new products or services being advertised.
Media coverage reporting
Reporting on your brand’s media coverage is an important part of brand tracking. Once you’ve collected your media coverage – thanks to media monitoring, social media monitoring and advert monitoring – you’ll need to report on your performance. Brand tracking services make this easy by generating statistical reports of your coverage, revealing insights and trends.
Media coverage reporting also allows you to keep a record of your media coverage. A number of reporting solutions include digital eBooks of your coverage which you can showcase to clients and stakeholders.
Brand tracking offers multiple solutions for keeping track of your brand’s media coverage. Now that you know what it’s all about, you can start searching for a provider that fulfils all your needs.