Media intelligence has become a crucial key to the robust growth of an organization within aspects of gathering insights, extracting valuable data and understanding deliberate trends across the industry.

Once you are knowledgeable of how media intelligence work, you will be able to easily understand how it could efficiently benefit and bring out the best potential of your company.

What is Media Intelligence?

Media intelligence is the process of collecting and studying extended amounts of data and information generated by multiple media channels in order to gain strategic insights into business performances as well as its’ purposes.

Simply put, it is much like media monitoring, but in an actionable manner that extracts specific data and increases productivity.

Media intelligence specialist source and analyze their data from written editorial material, digital news media, and broadcasts. Content can also be gathered from various other digital media platforms, soft-content based sites, blogs, and social media networks. 

Media Intelligence vs Social Media Intelligence

Social media intelligence can be defined as the notion of transforming data from social sites into profitable insights for brands. Tightly knitted within the scopes of media intelligence, social media intelligence strictly focuses itself upon the substances collected from social media platforms.

social media intelligence - infograph
Illustration by Jessica Thomas

As most data is vastly attainable on social media, it acts as a strong crutch for media intelligence and insight. Without utilizing social media intelligence, businesses are incapable of leveraging the power of their social data.

It is significantly useful to know and understand consumer feedback, as well as opinions that are shared online, in efforts of shaping further progress and improvements.

Where can Media Intelligence be Applied?

Places to Apply Media Intelligence

1. Beating out the Competition

As the saying goes, keep your friends close but your enemies closer. By media monitoring, you are able to gain a better understanding of tonality, trending themes, and spikes of media mention revolving your brand.

You will also be able to receive valuable perspectives from external sources and observe progressive trends within the industry in contrast to your performance against your competitors.

Insights found through this process would serve as a solid foundation to manage the expectations of an organization, and help an organization conduct an in-depth audit that prepares them for complete crisis communication

2. Lead Generation

Media intelligence can assist organizations in finding good business opportunities. By using media intelligence, you are able to look for prospects discussing subjects related to the product or service that you offer.

The best targets are those who ask for recommendations or are discussing your competitors, as you would know what your organization is currently lacking, along with other requirements that you would need to fulfill.

3. Building Good PR

Other than just discovering PR hits, media intelligence has the ability to give insightful depth and detailed analyses. Some experts have an integration that allows users to find out the effect on certain particular PR hits has on their sites.

When dissected, referral traffic can be beneficial for those wanting to know which platforms or outlets such as blog posts, social channels, press releases, etc that are earning most coverage.

This data can be used to readapt content strategy and quality based on the insights. You may even project future plans and frameworks suited to attain the desired PR hits.

4. Satisfying Customer Experience

Customer experience can be systematically managed and fine-tuned through media measurement and media analysis. There are tools available that are capable of sifting through immediate complains and anomalies, notifying important changes in the organization, vital in retaining stakeholders and reputation.

How does Media Intelligence work?

Collecting Data

The first step is to gather data and arrange it in a clear, strategic and organized manner. This is where you would begin to figure out how to track sentiments and what sort of opinions are focused on your brand.

On digital platforms, corporate identity is commonly implemented and you would gain a more holistic view on online mentions of your brand, industry keywords, and competitor analysis.

Media intelligence tool providers are able to provide dashboard software that would suggest a clear overview of your digital presence.

Key metrics would be highlighted to present you with social media key performance indicators, sustaining a consistent flow of insights.

Analyzing And Choosing The Right Data

By having a proper understanding of the materials you have collected and how it should be analyzed, your organization will be able to make use of it for a variety of functions.

This is where analytics and social data would be commonly utilized to track the performance of your campaigns. Other aspects such as potential risk, crises, trending topics, or specific discussions about your product and market could also be examined through the process.

example: data analytics- media intelligence tool

Media Analytics And Incorporation

The key to getting the best insights in the gathering process of media intelligence is to combine data sets and the research done, finding correlations and fitting it into the business plan.

An organization is able to firmly grasp multiple possibilities, such as predicting consumer behavior, collecting customers’ thoughts and perspectives, as well as tracking information about your brand. With this, the information gathered can be delegated to the execution teams.

example - media intelligence tool

Importance Of Media Intelligence

1. Establishing Strong Brand Presence

Media intelligence allows organizations to see how the public perceives the brand. Do they know that your brand exists? Are they aware of what your brand is able to offer?

Media intelligence is an asset that helps you to correct any misconceptions and controversies. It can assist you to address concerns within the organization’s means of communications.

Media tools effectively maintain the tone and voice of your brand when content has been published. With this, the organization will have the highest chance of connecting with the target audience.

2. Manage Potential Crises

With media intelligence services, an organization is able to closely follow what has been written about your company and what the tone of manner would be. Timeliness is the essence of the digital world, where both positive and negative discussions circulate quickly.

These tools will alert the organization when the brand is brought up by journalists, traditional media and digital media. Companies are able to receive praise and respond promptly to any customer complaints.

An agile manner of reaction would prove to customers that you are considerate and conscious of their experience.

Negative perceptions can swiftly be turned around in any given distress. Applications can be set up to identify specified words or phrases that would possibly indicate incoming problems.

3. Know your Competition

Through digital monitoring and analyzing, projections are easily done, allowing organizations to find out about the latest development, future trends and possible spikes of demands for your products and services in the industry.

It lets you see what’s coming, provides you the certainty and confidence to plan your strategy in advance, taking necessary steps when possible.

It also lets you discover and understand who your organization is up against. Media intelligence tools help keep records of their past work and create better paths ahead by analyzing their actions and mistakes, which suggest improvements and what to take note of.

4. Evaluate

Media intelligence is the best method to measure and enhance the effectiveness of your company’s communications and productivity. You can follow how much media attention your campaigns and content receive.

Then, your organization would know if it achieved the results that it intended and if the target audiences have been reached. This data acts as a rational source to make important decisions.

Convenience is a firm advantage of these tools. It does all the tedious and dull manual tasks on your behalf. It gathers and reviews the data for the organization, and compiles them for you to look through.

Media intelligence saves time, allowing your organization to concentrate on developing strategy and business plans. The reports and analytics are support for your team to validate your work, showing concrete and reassuring results.

5. New Ideas

Quality content is significantly crucial in attaining effective marketing and communications. Yet, many have seemed to struggle and ceased to find fresh ideas.

Media intelligence helps to maintain a constant flow of inspiration. It sets up a monitor of your sector to observe what topics are trending. If you already have topics in mind, there will be related keywords that would further realize your ideas. With this, you can expand your creativity and seek for various angles of approach.

Your competitors’ ideas might be a source of inspiration or perhaps a warning for what doesn’t work. Data is the key to brainstorming and innovating new brilliant ideas.

Final Thoughts

Valid and precise media intelligence can bring great benefits to organizations, brands, and other business entities.

With accurate insights and reliable information of consumers as well as the media, organizations can improve their products or services, shaping public impression towards their organization.

Media intelligence is able to ensure that companies are up to date with emerging problems and industry activities.

To conclude, media intelligence is an essential asset for spotting strategic marketing opportunities and refine marketing and PR approaches.