GLOSSARY
Introduction
In an ever-changing environment, Media Analysis services play a significant role for every company and brand that wants to understand its audience, convey its message correctly, and build solid foundations for its presence in the industry it operates.
Analysis and measurement of publicity are valuable tools as they provide a clear picture of any given brand’s presence across all media, whether offline or online. With valuation metrics like Share of Voice, Sentiment Analysis, etc., the raw data derived from Monitoring are explained, charted, and become a narrative for utilization.
However, the real value comes with selecting the right media monitoring measurements, aligning with each brand’s goals. Tailored analysis, addressing specific needs, helps companies focus on the elements that are most crucial for their success, such as understanding the target audience, identifying and managing emerging issues and trends, and evaluating message resonance.
Media Monitoring & Analysis services equip brands with the tools to deeply understand how their image is influenced and to formulate strategies responsive to their audience’s needs.
Media Monitoring & Media Analysis Terms
To fully comprehend the functions and benefits of Media Monitoring and Analysis, it is essential to clarify the relevant terminology:
Media Monitoring: Monitoring a brand or business publicity using keywords in various media outlets (print, internet, social media, radio, and television) through specialized tools and techniques. Data collection occurs in an activated online platform account. The information from monitoring can serve various purposes, such as reputation management, market research, competition analysis, public relations, and crisis management.
Media Analysis: Analyzing publicity aims to understand more deeply the information provided by the monitoring data. It offers numerous measurements for a brand’s publicity, data-based insights, and comparative aspects against competition, aiding strategic decision-making.
Digital (or Social) Listening: The open or predetermined search for references (words, phrases, or even hashtags or general topics) in online media (news sites, blogs, forums, and social media). Digital Listening includes internet and social media monitoring services, provided through “smart” platforms that offer extensive capabilities (e.g., data visualization, automatic report generation), giving real-time consumer insights.
Media Intelligence: The combination of media monitoring, digital listening, data analysis, and machine learning technologies, aimed at collecting, analyzing, and presenting mentions of a keyword from all media. Broadly, it defines an ecosystem of academic, technological, regulatory entities, and professionals (PR, marketing, communication, journalists, publishers) interconnected regarding publicity recording and presentation.
FIBEP (World’s Media Intelligence Association): A global association of organizations specializing in media monitoring and analysis. In 2002, Clip News became the first Greek company to join FIBEP, offering global monitoring services.
AMEC (International Association for Measurement and Evaluation of Communication): An international association recognized as a mark of excellence in providing communication and publicity measurement and evaluation services. Clip News joined AMEC in 2023, affirming its commitment to high-quality Media Analysis services.
Machine Learning: The use and development of computational systems capable of learning and adapting without explicit instructions, employing algorithms and statistical models to analyze and draw inferences from data patterns.
Keyword: A specific word monitored that interests the respective client. They can chose/provide one keyword or several ones based on their needs. Choosing in collaboration with an analyst ensures the selection is appropriate and comprehensive. Determining the theme based on keywords is the first step, enabled by a specialized department that registers them in various possible spellings, activating related searches on the client’s account.
E-mail Alerting System: Automatic e-mail notification in cases of sudden changes in reporting volume or when predetermined keywords appear in the analyzed media. The activation method for an alert involves the combined selection of keywords across all media, defining when and how often alerts are received within 24 hours, including the start and end of monitoring.
Backsearch: Identifying older publications, a process usually conducted with specific specifications and delivery methods per media.
OCR: Optical Character Recognition is a technology that allows converting images to text.
VCR: Voice Character Recognition is a technology enabling the conversion of voice to text.
Offline Media: Include all types of print media (newspapers, magazines, inserts), radio, and television.
Online Media: Encompass all types of online media (news sites, blogs, forums, social media).
Media Summary Report: A concise report presenting the key points of a news story, including all or part of the sources, along with active links to the specific references.
Media Analysis Report: Quantitative and/or qualitative analysis of publicity with charts, graphs, added value metrics, and conclusions that aid in understanding the data. It highlights the features and the significance of a brand’s media presence, indicating trends. It allows companies and organizations to gain valuable insights regarding their audience, competitors, and industry, resulting in a better understanding of their brand’s market position.
Mentions / Clips / Clippings: Publications, user comments, and any kind of post containing a keyword.
Tags: The simplest form of a label added to a publicity mention. It can be used later through filters to display all mentions bearing that label.
Share of Voice (SoV): The proportion of mentions of a keyword (usually in percentage) in the total monitored mentions, clarifying the comparison with other keywords.
Sentiment (Tone / Tonality): The analysis of the sentiment of each keyword (positive, neutral, negative):
- Positive sentiment: Publications / mentions / comments that contribute to the reputation and image of the brand.
- Neutral sentiment: Publications / mentions /comments about the brand that do not express positive or negative connotations. Typically, this includes posts from the brand’s corporate accounts on social media.
- Negative sentiment: Publications / mentions /comments that criticize or express distrust in the brand.
Insights: The extraction of conclusions based on publicity data, involving the qualitative analysis of the information.
