That is exactly why it is important to know what kind of features that your media monitoring should have. In this article, we will help you choose media monitoring tools based on their features. Here are the 5 must-have features on your media monitoring tools.
- Geographical Region Understanding
The Global brands/businesses are frequently expanding to more countries in broader areas. It is understandable, but they must also understand the local custom and trends to be embraced by the local audiences.
In fact, some media monitoring tools do have an in-depth understanding of geographical regions—the localized ones, to be exact. They can provide the brand with group profiling and the best trends in certain regions.
It could help grab attention of the local audience and also tap into the local trends using the most suitable strategy.
- Hashtag, Keyword, & URL Tracking
Brands usually put their web URL on their social media. If it’s a campaign, they will use some hashtags and keywords to direct them to the campaign which is usually a microsite page or a certain web page.
Although it is possible to track the source of the web visitor using analytic tools such as Google Analytics, it is tricky if they are using somebody else to boost their campaign (i.e. Influencer). It would be impossible to track the source when there are no mentions of the brands/products without using an extended Social Listening Tool.
This tool could also help you with media monitoring including how well the URL, hashtags, and even keywords were performing during the period of the campaign.
- Social Return on Investment Calculator
After investing so much on digital strategies and campaigns, business owners obviously would want to see the value of their investment. Therefore, most media monitoring tools have Social Return on Investment (SROI) calculator as one of the features.
This feature will help business owners see how well their campaign/strategies were performing and see the total value of their investment. The report will also help you understand the value of your digital asset and of course fascinate more stakeholders if you plan to expand your business.
- Brand Sentiment Analysis
Recently, every brand is aiming to be viral or to be top of mind in social media. That is why they come up with many digital strategies and positioning. However, virality does not always have a positive meaning. Virality could also be caused by a company’s bad reputation—which is not very good from the business perspective. Such things could damage the reputation of the business and finally a profit loss or even cause the business to plummet into bankruptcy.
Of course, we want to prevent this from ever going to happen. A good media monitoring tool could provide you with brand sentiment analysis. For example, it will give you the data about the sentiment of the reviewers that commented on your e-commerce, social media page, and gather contextual data from online conversations. Some of the most advanced ones use Natural Language Processing (NLP)—of which we will explain about here below.
- Natural Language Processing
Natural Language Processing or NLP is widely used by companies that offer the most advanced and powerful media monitoring analytics available in the market. NLP is a feature that can assist you in processing complex texts and audio from big data using machine learning. Not only does it process texts, but it could also process voices and audios.
Moreover, NLP is able to gather data from chatbots, search engines, and predictive texts. The machine learning on NLP is what differentiates the traditional media monitoring tools with the powerful ones. While the common ones could never define the equivalent meaning between ‘doctor’ and ‘physician’, the powerful ones could understand each context of words and even sentences. This is why NLP-based tools could process sentiments better than the regular ones you see in the market. So, it surely has a more premium value.
Now, that concludes the 5 must-have features to look out for when choosing media monitoring tools. Besides the above, there are also other important features you might find handy, such as the ability to monitor multiple channels or real-time alerts and notifications. So, make sure to choose wisely before you decide to pay for any kinds of social media monitoring services that are being offered to you.