Media Analytics: Why Do You Need It?
Automated reports, notifications about the brand mentions, analysis of mentions of the company - all of these instruments have long been used for tracking the effectiveness of PR campaigns.
But does your company need all these tools? To understand this, we decided to analyze some functions of the LOOQME system in the context of media analytics.
Case. The company's marketing department requests additional funding for the promotion and analysis of the brand's media field. The promotion plan has been approved, but the allocated budget is limited and it is not enough to buy personalized content analytics. The data volumes are large and it is impossible to analyze everything within a short period of time.
Solution. To provide the top managers with a report, the manager does not have to analyze the number of mentions in daily reports for the entire period of the PR campaign manually. One can enter the “Analytics” section in the LOOQME system, select the required period and download the graphs that reflect the impact of the work performed.
Thus, the manager can promptly prepare personalized reports with minimal time and budget spent.
Managing negative mentions
Case. PR manager of a large "N" supermarket has come to work in the morning, decided to devote a few minutes as usual to analyze the media field in order to keep up with all the major events while making a cup of coffee before the meeting. He sees a surge in new publications about the brand. In order to understand the flavor of mentions, the manager usually needs to read all the materials, and the larger the company, the more there is to read. Such process is usually time-consuming and in case of negative mentions there is usually no time to search for the root of the problem. A quick response is needed.
Solution. Going to the analytics tab, selecting “Quality Analytics” and defining the period of interest, the manager was able to immediately see the entire array of negative publications. By clicking on the indicator on the graph, he could immediately go to the feed to view all the materials that are behind this indicator. After reviewing them, one can understand that the resources where the articles were published are low-rated, and the average possible number of views per publication is insignificant.
Thus, he was able to analyze the media field quickly and fluently and to understand how to build further communications – all while the coffee was being prepared!
Case. Let's imagine that a new player is entering the gas station market. Since this is a fairly competitive environment, one would need to constantly monitor the news not only about the company, but also about its competitors. A beginner would need to understand what and where the competitors publish. One would also need to know how often they do it, how their target audience reacts, what problems they have and what their strong sides are.
Solution. Realizing who the main players in their category are, the manager begins to monitor the recent competitors’ activity in the media. All this can be done using the section "Analytics".
Basing on this data, the manager has the opportunity to analyze and develop the most optimal plan for entering the market and adjust the activeness of future communication.
Quality control of brand communications in the regions
Case. It is not always possible to keep track of the quality of work in a large company. The head of the PR department of a large agricultural company needs to control activity in the regional media and the implementation of the publication plan on the official Facebook page.
Solution. To obtain this information quickly one can use the chart on regional media in the section “Quantity Analytics”. It shows the number of publications for each region as well as the type of source. Regions that are currently not relevant can be disabled directly on the chart. Thus, a manager always has access to information with visualization and understands the quality of work in each region.
Evaluation of the brand position in the market
Case. The company takes one of the leading places in the banking industry, but it is becoming more and more difficult for a PR manager to show that it is their communication that is more qualitative than that of a competitor. There is a perpetual dispute regarding the quantity and quality of publications, since a competitor bank always has the most number of mentions (while a greater number of them are negative). At the same time, the first bank has a clean reputation and communications are always made in the context of positive changes.
Solution. The effectiveness of media field is not always measured only by the number of mentions. Every time the boss argued that competitors gain more influence from a huge number of mentions, the PR manager could not prove the opposite. Using the LOOQME system, he saw that the number of mentions was significantly lower than that of competitors, but Media Visibility index was higher, due to the fact that mentions were published in more reputable and highly rated publications.