Media Monitoring: The Key to Growing Your Audience
May 2, 2022
Keeping a close eye on media coverage is one of the most important aspects of managing stable audience growth for your content platform or campaign. This means tracking how much coverage you are getting in addition to what is being communicated about your brand, whether positive or negative. Media monitoring refers to the process used to track media coverage, and here we take a deeper look at how it helps grow your audience.
Provides Customer Insight
For every business or entrepreneur in a customer-facing sector, success begins with a deep understanding of customer needs. This means gathering as much information as possible on things like where and how targeted customers spend their time online, how they consume content, and where any potential pain points may lie.
By following topics that are relevant to your product, service, or campaign, monitoring tools help you track and analyze this crucial data. Armed with this information, you can make better strategic decisions about content, sales and marketing campaigns, operations, and nearly every other aspect of day-to-day management.
Improves Customer Service
These days, high-quality customer service means responding to issues before they even arise. Customers have a lot of choices, and because of this, they've come to have very high expectations. This is especially true when it comes to how quickly companies respond to online requests and complaints.
Speed is one of the most important benefits that monitoring processes provide, allowing companies to hunt down issues and address them before customers grow impatient and unsatisfied. This is crucial to maintaining positive consumer relations and growing your audience, as you can address potential customer service issues before they harm your reputation.
Helps Manage Brand Reputation
Brand reputation refers to the general sense of how your brand is perceived by consumers in the broader marketplace. Your brand's reputation affects expectations for things like quality, integrity, and perceived value, meaning it has a major impact on your success or failure. One of the best ways to measure your brand's reputation at any given time is to monitor media coverage.
Monitoring will give you a direct insight into positive and negative reviews of your brand, how much it's being mentioned, what sorts of people are talking about it, and how much influence they potentially have. You'll also glean valuable information like comments or suggestions about how to improve, and what services are most popular among targeted demographic groups.
Gaining market share generally means taking it from someone else, so it's important to have a strong sense of what your competitors are offering. Monitoring media helps do that by measuring their online presence, identifying particular areas of strength or weakness, and analyzing their successes and failures to gain valuable strategic insight.
These are a few of the ways in which monitoring media can help grow your audience. Monitoring provides critical insights into customer needs as well as helps manage how your brand is perceived among consumers. Contact Lightcast to learn more about how monitoring can help maximize audience growth for your content and campaigns.