Sponsored post by Zignal Labs
Every large enterprise is challenged to monitor and know exactly what is being said about their brand. Petabytes of data are generated daily about companies in the form of media mentions, social shares and publicly expressed sentiment. This chatter takes place across the entire media spectrum, including traditional print and broadcast, online and social channels.
A significant portion of this data originates from the mobile-connected consumer, who now exerts significant control over brands with the power to influence buyer behavior, spread news quickly and drive public sentiment.
Unfortunately, most enterprises today are ill-equipped to intelligently leverage this data to counter a digitally-fueled crisis, engage social influencers or grasp the issues driving public opinion. At the same time, companies are not leveraging this treasure trove of media intelligence data for strategic benefit.
To compound this challenge, most companies have also created silos across data, systems and workflows. Within a single marketing organization, a crisis communications team will use a media monitoring tool to track negative stories before they go viral, a social media marketing team uses engagement software to communicate with customers, and a PR team has a clipping service to connect with media partners.
These tasks are performed in distinct silos, with no central entity overseeing the end to end process. These different segments of the overall data mean that no department is making a decision based on the full media spectrum.
When a crisis erupts or a new product launch is announced to the public, this fragmented model creates confusion across the organization and leads to a substandard decision-making process. In the same way, companies and organizations are planning strategy based upon an incomplete picture. Research has shown that the most powerful story originates on social media, is picked up by local news, and finally elevates to national syndication. By the time the story reaches national TV, the narrative has already been set.
Brands need to be able to identify stories early on in the cycle so they can take the appropriate action to make sure that their voice is leading the discussion. This can only be done by looking at the media spectrum as a whole.
Fortunately, many large enterprise brands are starting to break down data, system and operational silos in favor of a centralized approach to media intelligence across the enterprise. By consolidating media intelligence data across departments and aligning workflows and strategies, enterprises will be empowered in day-to-day and strategic decisions impacting their brands. Seeing the entirety of the media spectrum will provide enterprises with the resources to make the most informed decisions possible.
If you would like to learn how to centralize your company’s media intelligence across the enterprise, please download our white paper “Establishing a Mission Control Mindset for Media Intelligence."