Friday, November 15, 2013

Monitoring: Management’s Strategic Crystal Ball

“Monitoring: Management’s Strategic Crystal Ball”

By Rochelle Snyder
Sr. Account Executive

If you, your product, your brand, or your reputation is visible, someone out there is watching, counting, analyzing and probably commenting. You need to monitor news media and social media at a reasonably high level in order to provide analysis and recommendations to management for action, or inaction. Monitoring is essential to successfully maintaining message control and reputation management.

In reality, observation of the media is management’s strategic crystal ball. Surveying coverage combines early warning indicators, surprisingly important insights and alerts, a context for what’s actually happening, and significant hints about the future. Leadership always wants to know about tomorrow, today.

Monitoring: Strategic Intentions and Goals

Examining what’s trending filters media activity and online conversations as indicators/snapshots of ongoing reputation change. Part of the process may offer an opportunity to be a part of those conversations, if appropriate. Aggressive observation offers vital strategic insights and preemption opportunities in the event of surprise incidents. Here is a useful profile of how to best supervise your presence in the media monitoring.
  1. A real-time pulse: Your reputation or the traction of various issues – as well as what’s likely in the minds of the public, advocates, media and critics. 
  2. A listening dashboard: Uses a variety of online tracking tools tailored to the marketplace. These tools capture online social media conversations, search activity, website engagement and perception data. In particular: 
    • What are the influencers saying?
    • What is the community saying? 
    • What are the audiences doing about it? 
    • Lead to recommendations for responding, where/when appropriate 
  3. Social media monitoring in particular can: 
    • Mine conversations: Who’s talking, what are they saying and where are they saying it that can help provide insights. 
    • Serve as an early warning system: Is an issue taking hold and increasing in frequency and tone, or is the trend fading? 
    • Track share of voice: Who’s receiving the most attention and what are different competitors for mindshare/opinion saying? 
    • Discover top influencers: On sites, forums, blogs, communities and more. Identify and equip supporters and evangelists for the brand/issue, while noting opposition messages, strategy and followers. 
    • Observe evolving sentiment and passion: At a glance analyses (using word associations/tag clouds). Are the conversations generally more transactional or neutral; are they charged with emotional language and value judgments? 
    • Profile your target audience: What are the interests and needs of those you’re trying to reach and how do they identify themselves? 
    • Move from interrupting to engaging in conversations: To build relationships, regain control of the brand voice, develop community consensus around the company’s reputation and preemptively prevent some issues and questions from taking hold. 
If you want to know in time, you have to be listening now.

Getting Started:

Here’s what we do at Risdall:
  1. Prepare regular executive-level reports focused on the events transpiring and broader publicity.
  2. We interpret the key insights from: 
    1. Meltwater (or other tool/service) media monitoring.
    2. Search/online marketing tools Risdall subscribes to and uses. 
    3. Scans of LexisNexis and specific trade media identified by the client and our experts. 
    4. Expert documents that reflect the direction in which the client’s reputation and other important factors are being portrayed in the media, and other public and private spaces. 
    5. Protocols that trigger action options in the event of surprise incidents or circumstances, whether positive or negative. 
Remember, this is the type of strategic information management needs but often fails to have; and providing incremental but powerful and useful options for decision making and strategic planning.

Monitoring is management’s strategic envisagement; an early look into tomorrow. Management always wants to know a lot more about tomorrow, today.

Labels: , , , , , , , , , ,


Post a Comment

Subscribe to Post Comments [Atom]

<< Home

The Lukaszewski Group 550 Main Street, Suite 100, New Brighton, MN 55112 U.S.A.
651.286.6788-Office 651.631.2561-Facsimile 203.948.7029-24/7
Carin M. Leonard-Gorrill, Executive Assistant Office 651-286-6729

Copyright ©, James E. Lukaszewski. All rights reserved.
Permission to print one copy for personal use is hereby granted by the copyright holder.
Reproduction of additional copies without written permission of the copyright holder is strictly prohibited.