Hot topics in the media monitoring and analysis industry
FIBEP is the world’s largest association for media intelligence and communications insight. FIBEP supports its members in their aim to offer news media monitoring and analyses services of the highest quality and ethical standards. What topics were discused within the Fibep Marketing and Communications Commission this year?
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The Increasing Importance of Niche Bloggers
The traditional newspaper & broadcast industries have always wielded a great level of influence over public opinion. It is because of this influence that Public Relations & Marketing professionals carefully monitor & evaluate what is published about their brands and their competitors in the media. Today however the media landscape has evolved and niche bloggers have risen from relative insignificance, to become recognised as new and powerful influencers over their audiences. The clear line that once separated online media from traditional media has blurred and as such, the opinions of niche bloggers have become increasingly of interest to communications professionals. When a consumer has a question they will turn to online sources for answers. It is there that they will find niche bloggers, whose specialist articles are amongst the very first internet results.
Whether you are organising a wedding, buying a car or choosing a holiday, there is a relevant niche blogger who will help you to form your opinion. As most bloggers generally focus on a particular niche, they tend to rank highly in search engine results for specific keywords. These bloggers also operate independently of brands; meaning that readers tend to associate their articles with a high level of credibility.
The growing power of niche bloggers represents a shift in the ‘influence landscape’ and reflects the growing democratisation of the media. For media monitoring agencies it is important to recognise the growing importance of this group of key influencers and respond to the increasing demand for related monitoring.
Brian McCarthy, Sales & Marketing Director,
Newsaccess Media Intelligence, Ireland
Media Measuring Methods – Possibilities and Limitations of ROI
The effective measurement of outputs in the media is increasingly shifting from quantitative evaluation of the publicity of companies, brands or campaigns (in the form of counting media outputs) towards qualitative parameters. This process coincides with the growing demands placed on PR activities, which are now expected not only to reflect, care for and be knowledgeable about a brand, but also to qualify their influence on the economic performance of companies. There are an array of qualitative media-measurement methods available, however, none of them immediately measure the impact on a company’s economic results, such as the marketability of products after launching a campaign, or consumer interest in the services provided, etc.
Is it actually possible to measure this influence? And if so, how should one go about it? These are key questions for many experts in the field of media measurement and it is here that ROI (Return of Investment) enters the stage. However, how can we understand the role of ROI in the evaluation of PR activities in the media? Is it merely a financial parameter, measuring “revenues” generated by a defined activity?
In my opinion ROI should be formulated more broadly: such as movement in the consumer’s perception of a brand, their “engagement” with that brand, which, albeit indirectly also promotes sales.
ROI ought to stem primarily from pre-set targets, which PR activities aim to reach. In this case, measuring outcomes in both traditional and social media should answer the question: have the original goals been achieved or not? Measurements should be performed before the commencement of activities and again after their completion; only then will it be possible to safely determine if any shift has taken place.
Vera Carna, Head of Media Analyses Department,
Newton Media, Czech Republic
It Pays to Invest in Loyalty
Investing in employee development is critical for businesses, even though it requires budget and effort. In the long run, keeping employees motivated by investing in employee engagement and training, can have positive effects on performance and productivity (as well as financial results.) Successful businesses rely on employee talent to solve problems and without the right professionals, a company’s ability to increase performance and become more profitable can be limited.
Strategic investments in training and learning opportunities can help companies to retain talent. Most importantly, it costs less to retain an existing employee than it does to recruit and train a new employee. Companies who implement strategic plans to motivate employees and increase their sense of engagement, are more likely to succeed in business and improve profitability. This is logical since the quality of service relies heavily on work force motivation. This is especially important in the media and media monitoring sectors which rely heavily on the talents of employees but where employee circulation is unfortunately high. Media monitoring lectures at universities do take place, but cooperation between companies and universities could be further increased, introducing this sector to young students before they become media and communication professionals.
As Millennials, also known as Generation Y, step into the work force, companies must develop new strategies while they look for ways of encouraging loyalty and retaining talented employees. According to research, employees demand opportunities to make a contribution during their career while working for an organisation. If you want to achieve long term success and wish to build a joint future with your employees, you must create loyalty. Today, many companies experience difficulty retaining talented employees and in the world of ‘job-hoppers’, companies should focus more on investing in their employees, to turn them into ‘corporate citizens’.
Iklim Tekin, Internat. Account and Translation Manager,
Ajans Press, Turkey
How Social Media is Changing POE Media
There is no question that social media has led to a change in Paid, Owned and Earned media (POE). It has not only affected how companies function on a day-to-day basis, but it has also altered the definitions of paid, earned and owned media, making the lines between them even more indistinct. Companies are increasingly searching for new ways to integrate all three forms of media for maximum effect.
Now more than ever, the challenge for companies and brands is to live up to the promises they make in the owned and paid media spaces. As more consumers get on board with social media, generating earned media through social shares will also become an even higher priority. As the vast majority of consumers trust the opinions of other consumers, it is now necessary for brands to understand consumer opinion more closely in order to influence it through aligned communications across paid, owned and earned media.
The recent popularisation of content marketing and social sharing, have made earned media the “new kid” on the block. By having earned media content from around the world analysed by people with local expertise and then brought together into a global perspective, clients are able to gain insight into their brand’s profile market by market. Brands can identify where their strengths & weaknesses lie and view examples of best practice in local communications. It is no coincidence, that 80% percent of businesses said “the trend toward earned media via social media marketing” was quite significant or highly significant to their organizations, and 90% believed it would be so by 2015 according to a recent E-consultancy and Adobe survey.
What do you believe? Is any form of media more valuable than the others?
Sophia Karakeva, International Business Manager,
INNEWS SA, Greece
Digital Copyright & Media Monitoring
The recent growth in demand for online media monitoring has shone a spotlight on the area of digital copyright. As online media sources have become increasingly important to brands, many copyright bodies have an unrealistic expectation regarding the potential for new revenue in this new area of copyright. Such charges are already in effect in some countries, where media monitoring agencies pay a copyright fee for sending their clients links to certain content (the copyrighted content is usually sourced from newspaper websites or their related blogs).
Copyright bodies around the globe have taken note of this trend and a number of monitoring agencies have been approached by their national copyright bodies, with a view to clarifying the rules for online content. The question which many agencies may ask is: why should a media monitoring agency pay a copyright charge for sending links to clients, if large scale link aggregators such as Google are exempt from such a rule? Surely if a global giant such as Google is exempt, a medium sized monitoring firm has a strong case.
“In the context of information overload, the web content is a big part of our production.... In a sort of mechanistic way, the print crisis will increase the volumes of the web content”, says Christophe Dickès, Global Copyright Director, Kantar Media.
Ultimately the introduction of tighter digital copyright rules may become more commonplace across the media monitoring industry. New charges would inevitably increase the cost of delivering online content, and thus increase prices which monitoring clients must pay. Online media has become an important part of many monitoring services and as such, digital copyright is an important topic which FIBEP members must remain aware of.
Written by: Brian McCarthy, Sophia Karakeva
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