PRESS AND SOCIAL MEDIA MONITORING

Press and social media monitoring refers to the process of systematically monitoring and analyzing information published in traditional media and on social networking platforms. It aims to collect relevant data on market trends, brand reputation, and industry discussions to inform communication and marketing strategies.

The terms “social media” and “social networks” are often used interchangeably, but there are nuances that distinguish them.

Social networks: This term generally refers to online platforms that enable individuals to connect with friends, family members, colleagues, or others with similar interests. Interactions often focus on sharing personal experiences, photos, videos and messages. Facebook, LinkedIn, and Instagram are classic examples of social networks, where creating networks of friends or professional contacts is at the heart of the user experience.

Social media: This is a broader term, encompassing all types of sites and applications that facilitate the creation and sharing of content, as well as participation in online conversations. This does not only include social networks, it also designates blogs, forums, video-sharing sites like YouTube, and microblogging platforms like X (Twitter). Social media focuses on sharing content, whether its is through articles, videos, podcasts or images, and can include social interaction, but not exclusively.

Monitoring enables companies to understand how they are perceived in the public arena, identify opportunities and threats, track emerging trends, and stay abreast of developments in their industry. It can also help prevent reputational crises.

At VP Strat, corporate and crisis communications agency, we use several tools for press and social media monitoring:

1. Kanthar media
2. Pickanews
3. Cafeyn
4. Visibrain
5. Digimind
6. Google platform

All these tools enable the agency to create strategic smartboards for our customers’ press and social media monitoring.

Sources are selected on the basis of their relevance to the customer’s industry, their authority and influence in the sector, and their geographical and thematic coverage. This includes press publications, specialized blogs, forums and social networking platforms.

A high-performance intelligence system is essential for any company, whether in crisis or not. Monitoring enables you to keep an eye on sensitive subjects in times of crisis. On a day-to-day basis, setting up a monitoring system gives you visibility of what is being said about your company, and enables you to react in real time at the very first signs of a bad buzz or an image crisis (analysis of weak signals).

VP Strat can help you monitor the press and social networks, and analyze your e-reputation, with a three-pronged approach:

• Anticipate
• Listen to
• Protect

Once a potential crisis has been identified through monitoring, the agency can help develop a rapid response strategy, including official communication, managing responses on social networks, and monitoring the evolution of public perception.

To find out more, take a look at our page dedicated to crisis communication .

The insights gained from monitoring enable us to adjust our content strategy so that it better resonates with the target audience, responds to current trends, and proactively addresses the topics that are important to the sector.

Yes, competitor monitoring can be part of business intelligence, enabling companies to keep abreast of their rivals’ strategies, performance and innovations, as well as their reputation in the public arena. VP Strat can advise and support you in setting up a competitive intelligence system.