终极媒体监控买家指南（英文版）.pdfVIP

研报客 THE ULTIMATE MEDIA MONITORING BUYER’S GUIDE 研报客 Understanding The Basics Q1 WHAT IS MEDIA MONITORING? Media Monitoring is the process of reading, Monitoring Online watching, or listening to media source content The growth of digital media and the ability to and utilizing the aggregate information to iden- search content online gave media monitoring the tify and analyze articles that contain specific opportunity to innovate from traditional media keywords or topics on a continuous basis. PR clipping services into software-based processes to and comms professionals can now monitor for aggregate and review online news sources. Most print, broadcast, online, images and social. They of the well-established online news monitoring can set up detailed searches (or have a software services now deploy specialized software called or service do it for them) to monitor for brand web crawlers. These web crawlers systematically keywords, topics and even for competitors and compile text of online news sources and indexes their influence. PR pros can also measure mar- all the words in those articles and postings. Once ketplace sentiment about their brand, product or the software has compiled the content, it identifies services, and understand whether their mentions all news articles containing each client’s Boolean are positive, negative or neutral. In this section, search terms (keywords or phrases) and then we’ll cover the main channels that bra