Top 5 ways to get more from your media intelligence service
Media intelligence is an investment for organisations with a focus on ensuring a service that delivers relevant, comprehensive and timely coverage.
The platforms that exist in 2022, powered by smart tech and the wonders of AI, offer so much more than timely and accurate media monitoring that arrives in your inbox. If your organisation has invested in a service, it might be time to take a deeper dive into its capabilities, to see what immediate benefits it can offer with very little input on your part.
Here are the Top 5 ways you can get more out of your media intelligence, today.
1. Increase relevance with content classification
A modern media intelligence service will use AI-powered content classification technology, which means each media item is analysed and “topics” (classifications) are attached that apply to the content in each item. Using topics in your search queries can tightly hone the relevance of your results, particularly important when your keywords contain generic terms.
For example, a search for Apple can be performed within the topic of Consumer Devices or Computing, or to broaden the scope, except in relation to a particular area, so for ‘Apple’ excluding topics related to food.
In Truescope’s bespoke content classification system, there are 600+ topics that each media item can be matched to, and for those stories that cover a broad range of issues, a number of relevant topics could be applied. It’s a powerful tool processing millions of media items in real time, with enormous consequences for increased relevance.
2. Prioritise important items with social engagement & sentiment
With the ever-growing pool of media data, you need tools to quickly triage the information that is going to lead the media agenda, and your media intelligence service can help with this. For example, use social engagement metrics to focus your attention on the most engaged items or industry issues. Or, use your platform’s sentiment analysis to uncover topics being spoken about with increased volume and declining sentiment. By doing this, you can understand what’s “hot” and what needs your attention, first and foremost.
3. Get deeper insights into your competitive landscape
No doubt you’re already monitoring your competitors. But how much ‘real insight’ are you getting? Use your media intelligence service to know more about your competitive landscape. For example:
- benchmark your company performance across a range of topics
- understand if your spokespeople & leaders are present in media coverage in comparison to your competitors
- understand the sentiment of your coverage versus your competitors’
- surface leading key phrases, emojis and hashtags to better understand trending topics in your industry
- understand which other organisations are frequently mentioned in relation to you
- use social engagement metrics to find out which authors or media channels are driving conversations in your industry
- analyse the success of owned content pieces, and best times to post, in your industry
The capabilities are endless using finely tuned relevance tools and a variety of charts to help you visualise your coverage in different ways.
4. Be first to know when coverage escalates outside normal levels
Being alerted to an escalating issue well-before it becomes a full-blown crisis, or knowing about a campaign as it starts to gain success, puts you in the driver’s seat to most effectively do your job. Setting up spike alerts to notify you via email when coverage volumes rise above ordinary levels, either across the entire media landscape or within specific media such as mainstream or social, will give you peace-of-mind that you’ll be the first to know if something unusual is escalating.
5. Make stakeholder comms easy with better reports
Reporting can be the bane of a comms professional’s existence! An easy to use, reporting tool will save you time and give your stakeholders the information they need to stay informed. Gone are the days of uncustomizable, clunky, report building tools that take up most of your morning to create and deliver one report. Your media intelligence service should provide you with a painless and fast UX to create beautifully branded reports that can be completely customised and sent automatically. Minimal time is required to set them up and you’ll have your reports arriving in stakeholders’ inboxes first thing in the AM.
There’s so much your media intelligence service can potentially do for you to make your day easier and give you greater insights. If you haven’t been on your platform for a while, it might be time to explore its features and if you’re interested in finding out more about what Truescope can offer, visit our website or contact us at hello@truescope.com
