Given the number and variety of media monitoring tools currently available to agencies and corporates, it has become an increasingly complex task to select the right one. According to Joe Hamman, Director of Novus Group, several steps will help guide the decision-making process in this regard.
1. Identify metrics that will help you achieve business objectives
“While this might sound basic, it’s essential to first consider your business objectives, such as enhancing brand reputation or tracking competitors, and then take the necessary steps to select a tool that offers features aligned with these goals. For instance, if your objective is to improve customer engagement, opt for a tool that provides in-depth sentiment analysis to view public perceptions,” says Hamman.
Monitoring does not have to fit into the traditional media mentions box. For instance, media monitoring can be used to help track sustainability and corporate responsibility efforts.
2. Assess your budget
Knowing how much you can afford to spend on a media monitoring tool is another key step. This will help you identify an option that fits within your financial constraints.
“At Novus, we have specialists that can work with you to custom-develop a monitoring toolkit that is tailored to not only your requirements but your budget as well,” adds Hamman. Novus Group also offers free trials so that you can try before you buy.
3. Look at the features and support offered
Arguably one of the most difficult steps in the process is to evaluate all the functionalities of the tool. For instance, does it provide real-time alerts and analysis capabilities?
“As part of this, you must consider whether you will have access to a dedicated account manager who can help with reports. Moreover, having broadcast monitoring is great, but how can one track the output in the best possible way without spending too much time and money on analysis? This is where Novus uses Speech To Text (STT) technology that can automatically track mentions on a programme of interest or track how often the components of a programme are aired,” says Hamman.
4. Data coverage and keywords
The number of data points the tool can effectively monitor must also be considered. Keywords that are significant to your business objectives are essential for gaining insightful and actionable information.
“We take great pride in the fact that our tool monitors 4 500 print and 190 broadcast sources, the five major social media platforms, and one million online sources. This gives our customers a wealth of data to get a comprehensive view of what the market is saying about their brands and even competitors,” adds Hamman.
5. Customer reviews
Once all this is done, you should read feedback from current and past users. This will help you gauge the tool’s effectiveness, ease of use, and overall customer satisfaction. Visit the company’s website to view any case studies that tie in with your objectives or industry.
6. Integration
“Finally, you must make sure that the monitoring tool can integrate effectively with your existing tools and systems, such as CRM or analytics platforms. This will help deliver a streamlined workflow, enhancing efficiency and effectiveness in leveraging the insights gathered,” concludes Hamman.