仔细研究媒体监控如何提供商业智能以积极影响您的业务

The Information Age gave birth to new media and a free, almost unfettered flow of information. The Internet invites its users to express their opinions, experiences, recommendations, worries, and expectations about various things. Social media, news sites, blogs, discussion forums, or review sites are bustling with noise about brands, products, services, and businesses.

根据Digital 2021 April Global Statshot Report在2021年4月开始，全球互联网用户的使用寿命超过47亿。结果，世界上的全部数据已上升至74个Zettabytes。但是，这不是目的。数据的消耗不断增长。

品牌提及，客户见解，客户反馈，负面出版物，认可，正面评价 - 它们都包含定性数据。

Information is power. In terms of business, information affects the business performance and decides about competitive advantage. It’s business intelligence – the knowledge of different aspects, which allows you to understand your customers, analyze their behavior and predict future transformations. These insights can serve as elements of strategy making or even direct decisions about product strategy, marketing campaign implementation, or operational process alteration.

The customers’ needs and requirements change very quickly. To keep up with changing market conditions, you need to stay ahead of the competition, analyze your business performance regularly, and predict future transformations.

检查互联网趋势,评估连续cts, services, or overall customer experience is crucial. With information about customer preferences, it’s possible to focus your marketing efforts on the most profitable segments of the market. This also allows you to improve service quality and track potential risks.

可以使用媒体监视工具来获取此类信息Brand24. Media monitoring tools not only collect online mentions of predefined keywords but also analyze their performance: metrics of volume, metrics of influence, metrics of sentiment, and more.

让我们仔细研究媒体监控提供商业智能的10个业务领域。

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媒体监控如何提供商业智能以积极影响您的业务

1.品牌声誉

Brand reputation is a broad term that encapsulates an overall perception of your business. It’s not just a buzzword; it’s the reality that affects your business performance. Customer expectations grow every day. The list of attributes that customers expect from brands is growing: product or service quality, safety, environmental friendliness, positive impact on the community, and others.

A brand is just a range of experiences your corporation provides and their public perception. The sooner you embrace it, the better.

Online mentions are the reflection of customers’ opinions. They can be both positive and negative. Online mentions' volume, sentiment, and influence help you track your brand perception over time. You can easily see whether your marketing efforts are successful or not, how well you’re meeting customer expectations, and where you need to improve.

If you monitor your online mentions regularly, it’s easier to understand what people say about you or your products, how often they talk about you, what their tone is like (positive or negative), and how influential they are. This allows you to take the necessary steps to improve your brand reputation whenever required.

Brand monitoring is your way to find:

• 负面评论
• 正面评价
• Inspiration
• 品牌大使
• 客户的反馈意见
• 改进的建议
• 新闻出版物
• 专家意见
• Industry reviews

他们创建了您的品牌的总体形象，您的潜在客户可以在网上偶然发现并进一步分享。

Customer reviews are one of the most trusted forms of expert recommendation, with79% of consumers信任他们和个人建议一样多。至关重要的是，消费者的反馈是购买决策最有力的影响者之一。

此外，遵循有关您的品牌，产品或服务的在线出版物可以为您提供有关您从未想过的业务某些领域的新观点。一双来自外面的新鲜眼睛是无价的。

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2. Public Relations

Public relations (PR) is the process of managing communication between a company and the public. It’s about creating a positive image of the company and managing its reputation. The aim is to create mutually beneficial relationships with key stakeholders, including customers, employees, investors, partners, and the community.

One way to measure the effectiveness of PR is to track online mentions. This will help you understand how well your PR campaigns perform and whether you need to make any changes.

Media outlets such as industry news websites and blogs are influential and can make or break the online reputation of your business. What makes them powerful is their reach and established authority in a field.

使他们强大的是他们在一个领域的影响力和确立的权威。他们收集大量的每月有机流量，其客户群不仅有影响力，而且还因为它适应了最新的新闻和更新。

Monitoring professional news outlets and blogs gives you access to your entire target audience. You can reach professionals in your field that share the same interests and goals as you do and who follow experts like yourself. It’s a great way to position yourself as a thought leader.

公共关系是您对社会产生影响的机会，从而导致媒体报道。公共关系的关键目标是在正确的时间被合适的受众注意到。

不幸的是，其中一些人歪曲了现实，可能会对您的公司的公众看法产生负面影响，从长远来看，您的业务表现。是点击诱饵还是仅仅是不负责任的新闻行为？谁知道？

您可以快速发现这种误解，并在使用媒体监控工具超越一个来源之前进行反应。

On the other hand, good and favorable publications in respected media outlets enforce a positive reputation for your business. They can influence the purchasing decisions of your potential customers.

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3. Competitor Monitoring

Sun Tzu, a great leader and military strategist used to say让您的朋友接近，敌人更加关闭.

这种心态值得在战场和商业上追求。通过媒体监控，您可以发现有关竞争对手的许多见解：

• 认识到迫在眉睫的威胁
• Identify their weaknesses and strengths
• 现场机会
• Anticipate their actions
• Avoid losses by learning from your competitors’ mistakes
• 赢得竞争对手的客户
• Measure their online presence

It’s primarily qualitative data. There can be a lot of information about your competitors to identify, interpret and turn into actions that push your business forward.

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4. Market Research

Trends in technologies and customer behavior influence every business, including yours. They change drastically. Therefore, it’s essential to stay up to date with what’s happening on the market.

Take the case of Facebook, Cambridge Analytica, and the data privacy scandal. To ensure privacy and win back trust, Facebook cuts off access to its API for many, many, many businesses. There’s no way to prepare for the unexpected, but one can at least brace yourself against what’s more or less possible.

By following trends, industry news, and thought leaders, you can timeously connect dots and make more informed business decisions before others.

除此之外，您可以简单地跟踪有关目标市场和利基市场的信息。这将使您了解泡沫中最关键的发展。

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5.客户见解

In an ideal world, every business should base its actions on fully understanding its potential customers’ needs. This, however, takes effort and time.

了解目标受众的需求使您可以在产品，服务，营销或实际上是其他任何业务决策方面做出更有意识和明智的决策。

您了解客户的越多，业务成功的可能性就越大。

By monitoring topics relevant to your product, you discover people who are interested in it and talk about it online. This way, you can:

• 了解他们是谁
• 了解他们的需求
• Understand their pain points
• 了解他们在网上度过的时间
• 了解他们如何消耗内容
• 了解有关目标受众的其他信息

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6. Sentiment Analysis

情感分析是分析在线写作以确定其携带的情感语气的过程。

With media monitoring tools in place, you can quickly identify negative, positive, and neutral pieces of online text. What’s even more important here, you can get an instant notification the moment someone puts a negative piece of writing online.

With a fast reaction, you can prevent bad news from spreading and harming the reputation of your business. But first, you need to be aware that someone is badmouthing your company.

Bad news travels fast, and bad news online travels even faster.

On a positive note, sentiment analysis identifies positive writing as well.

Finding positive pieces of text about your product, service, and company gives social proof – it indicates that you’re doing something well. Maybe it would make sense to pursue this thing even more?

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7. Influencer Marketing

Margaret Thatcher once said that being influential is like being a lady: you’re not a lady if you say you are.

金博宝188备用网址有影响力的营销最近经历了很多，并与假影响者，购买观众以及喜欢的人一起表现出了丑陋的面孔。尽管如此，那里有一些有影响力的人不称自己为影响者，也没有购买真正的思想领袖的追随者。

By following online mentions about your niche and business, you can identify influencers and experts endorsing your product, service, and company in their channels.

If this happens, you can reach out to them and propose cooperation. This way, you might earn their support, gain access to an audience, and, all in all, influence.

您还可以在利基市场中找到不熟悉您的产品或服务的思想领袖，与他们联系并开始合作。

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8.客户服务

Consumers these days are impatient. Technology has made us used to instantaneity – we expect things to happen fast. This includes our relationships with brands and customer service.

More and more customers post customer complaints online and expect lightning-fast reactions. Fast customer service is a standard now.

One of the brightest brains in marketing ever, Phillip Kotler says a happy customer is the most excellent advertisement. Try to argue with this.

使用媒体监控工具，您可以快速识别客户在网上寻求帮助并在使用媒体监控工具不耐烦之前做出反应的客户。媒体监控的好处是，您还可以发现那些不标记您的官方社交媒体资料的客户。

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9.在线评论

在线评论对消费者的购买决策产生了极大的影响。它们比广告，内容营销或任何其他出站营销工作更好。

According to明亮的本地，在18-34岁的年轻人中，有91％的信任在线评论与个人建议一样多。

With media monitoring in place, you can not only identify online mentions about your brand from news sites, blogs, and discussion forums, but also from particular review sites.

这样，您将所有在线评论都放在一个地方。

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10.客户反馈

客户的反馈意见is an excellent indicator if you’re on the right track with your actions.

很好跟踪这个信息,因为它的s a gold mine of ideas, suggestions of improvements and requests. They all help you to understand your target audience better.

在这种情况下，通常会在博客和讨论论坛上讨论其社区内的产品和服务。

媒体监控可以识别这些公众讨论，并将它们收集到一个地方。您需要做的就是从它们中有意义，并将其转化为促进业务的行动。

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结论

As you can see, media monitoring delivers business intelligence to impact your company in many different areas positively. It’s a powerful source of knowledge that is already out there. You can take it, interpret it and alter your business activity accordingly.

如果这听起来像是一项压倒性的任务，并且您需要一些帮助，那么我们拥有工具和专业知识，使您轻松。

Brand24提供免费试用，因此您可以在做出任何承诺之前尝试我们的服务；无需信用卡！

我们希望这篇文章通过对您的品牌声誉，公共关系工作，竞争对手活动，市场研究需求等有价值的见解来帮助您阐明媒体监控如何为企业工作。现在继续尝试一下 - 您要失去什么？