Measurement

Media monitoring

press clipping · mention monitoring

Definition

Media monitoring is the scan for coverage, mentions, and now model citations, against a query set: brand, executives, products, competitors, and the category. It is how you know a story ran at 2 a.m. without living in Google Alerts.

The tool is not the program. Someone still has to tag sentiment, drop false positives (same-name companies), and pass Hot items to the human who can act.

How it works

Set queries, languages, and a review cadence. Tag: earned / paid / owned, linked / unlinked, tier, sentiment. Route crises in minutes. Route feature opportunities to the pitch list the same day.

Worked example

A false-positive spike on a senator who shares the CEO’s name. The monitor without entity rules dumps 40 clips into the morning email. A disambiguator on company + product cuts it to two real stories, one of them a problem piece that legal needed before 9 a.m.

How it differs

A clip is a saved item. Coverage is what ran. Share of voice is a ratio over a competitor set. Monitoring is the collection step.

Common errors

Reporting raw mention counts including social spam. No human review. Missing broadcast because the tool is URL-only.

Sources