The rise of social media and fast-changing customer behaviour has made it increasingly
important to incorporate both online and offline media monitoring techniques for a company to have a 360° picture of its brand’s health.

Incorporating this dual monitoring should help optimize your business efforts toward your specific campaign goals, hence increasing your brand visibility. Your PR department can also identify emerging areas of interest that your existing clients want to address so you can expand
your existing relationship with them.

How to increase your brand visibility using media monitoring tools? We have defined the 5 main tips for improving your visibility using them.

Use Online Media Monitoring Tools

From online reviews and articles to social media posts and blogs, the last decade has seen
online media overtake traditional media as an all-powerful marketing tool. Today, over 44% of
consumers learn and get swayed about brands through social media, compared to only about
10% who are informed about purchase decisions through traditional television.

Online media monitoring tools help you keep your brand’s online reputation in check by allowing you to track mentions, shares, and comments in real-time. This way, you can actively respond to customer feedback — both positive and negative. Remember, negative reviews travel fast. A monitoring tool that tracks content posted on review sites enables you to give timely responses to feedback regarding your brand. This can be the difference between turning around bad customer sentiment and a major brand crisis that can lead to a product boycott.

Perform Integrated Monitoring Between Channels

The savviest PR leaders understand that newspapers and broadcasts still form a huge part of
today’s press coverage. Therefore, you must seamlessly combine your monitoring efforts in
digital and traditional channels.

Offline data on magazines and broadcasts provides valuable information to help you build
audience profiles that can later be used in marketing campaigns. Since offline media (print ads)
has a longer shelf life, it has a long-term influence on customers, making monitoring even more

Luckily, you can find data onboarding partners who can integrate offline reviews with what’s
already being said about your brand online to help identify changing sentiments and trends on
your products. Today, platforms are offering enhanced listening and analysis techniques,
allowing your business to access real-time brand mentions online and offline.

Identify and Use Influencers

Influencers help expose your brand to more customers through social media campaigns or
blogs. Influencer marketing has become a major marketing strategy since they are incredible in
helping you stay relevant on social media.

You must first define your target audience to identify what influencers to work with. This will
entail creating a profile of your customer’s demographics and interests and then seeking
influencers whose followers match the developed profile. Once you’ve potential influencers,
build a rapport and create a genuine relationship with them before proposing to collaborate.

Monitor Offline Media Resources

Offline media resources include print publications such as newspapers and magazines, TV and
radio broadcasts, and attending events. These resources can target specific audiences,
especially consumers who are less active on digital platforms.

The physical tangibility associated with offline media means that they easily grab attention and
are better remembered, hence more impactful. While this makes offline media resources an
ideal avenue for ads, a bad news piece or comment by an editor about your brand on any of
these media resources would be catastrophic.

Therefore, you need to find a tool that proactively monitors offline media resources on content
regarding your brand. Besides, attending events and webinars involving your niche market is
advisable to have first-hand information on what people are saying about your brand. This way,
you can easily implement reputation management strategies to address negative press before it spirals out of control.

Optimize Content Using Analytics

Content optimization ensures you are reaching your target audience. With content being king in
online marketing, you need a strategy that considers your traffic and engagement, conversion,
and social metrics. They will help guide you on what content is more compelling to your existing and potential customers.

Besides, analytics such as click-through rates, bounce rates, and follower growth in social
media will provide insight into which content drives desired results. The recent rise in AI
technologies has also made extracting valuable insight from your content analytics easier. This
has allowed brands to monitor their reputation online in real-time.

3 Best Tools for Media Monitoring

Media monitoring tools ensure you never miss any mention of your brand — both positive and

1. LOOQME — a Tool for Automated Media Monitoring and Analytics

LOOQME is a Ukranian online and offline media monitoring system. Initially called LookSMI, the company has undergone reorganization and rebranding to also offer content visualization and analysis.

This automated tool enables users to assess their marketing campaigns while monitoring your
brand’s real-time reputation on traditional and digital media.

LOOQME unifies all media types into one format and database before relaying it to you in user-friendly dashboards for easier analysis. With over 1,000,000 data sources, you can also use the tool to track trending topics and identify which influencers are likely to grow your brand. Even better, you can configure the tool to run competition intelligence to help you monitor your competitor’s strategies.

2. Brand24 — Media Monitoring Software Solution

Brand24 tracks mentions and provides real-time analytics on what’s being said about your
brand online. It is ideal for small-sized businesses looking to scale their mentions on social
media and blog posts.

Its discussion volume chart feature lets you easily spot sudden changes in your mentions.
Combined with the tool’s sentiment analysis, you can monitor and limit the spread of negative
publicity and maximize the potential of positive reviews to sell your brand more.

3. Isentia — Media Monitoring & Intelligence Service

Isentia is the go-to platform for communication professionals looking to monitor their topics
online and offline. Besides monitoring, Isentia also analyzes and creates actionable insight
based on data collected on your brand. Rather than just reporting on consumer metrics, such as
share of voice, Isentia Insights shows you which communication avenues work for you and how
you can improve them. It also helps you identify influential voices that can help amplify your

Bottom Line

With your customers informed and expressed through multiple sources, online and offline media monitoring gives you a broad overview of their sentiments. This sentiment analysis allows you to monitor positive or negative mentions of your brand across the board. You can also check your competitor’s online activity to stay ahead of the game. A 360-degree view of your brand will go a long way in keeping up with competitors and your long-term marketing success.