The direct contact to the target group is an important indicator for the respective acceptance on the market and in the public per se. How do my fans tick, what attracts and what doesn’t? Social media monitoring helps to recognize and classify conversations about brands, products, campaigns and events on the net (image monitoring). Activities that damage the image of brands and companies are also discovered more quickly, a mandatory prerequisite for counteracting them at an early stage with appropriate reputation management. Successful crisis PR requires professional issue monitoring.
Image monitoring covers much more content than the conventional clipping service, which usually focuses on print results. Many exclusively printed media reports are now discussed online. If set up correctly, social media monitoring can largely replace the classic clipping service.
Professional online monitoring provides PR managers with an overview of the trend topics that are particularly interesting, hotly debated or emerging for their own target group. It provides important input for a communication strategy based on storytelling and serves as an early warning system in the run-up to crisis situations.
Important opinion leaders, multipliers and bloggers can be reliably identified and their activities tracked with the help of consistent observation. This influencer monitoring is an integral part of online monitoring and can be used afterwards for targeted addressing and collaboration (e.g. for blogger relations).