Tip Sheet: Best Practices In Media Measurement: Technology’s Emerging Role

The explosion of new media vehicles has prompted an information overload among communications departments charged with monitoring their organizations' media coverage. This glut of information is a limiting factor when it comes to meaningful analysis, as important content is easily lost among the millions of blogs and other news outlets. While coverage from high-profile news sources often rises to the top, the consumer-generated-media phenomenon has made the candid content on blogs and social sites all the more relevant and high-impact. Thus, advances in technology prompt the need for further advances, this time to capacitate the analysis of more voluminous data to tame information overload. Such enabling technology is inching its way into the communications landscape, offering more sophisticated and nuanced monitoring services that can: Identify the mention of a company based on individually selected search terms; Analyze the tone and context of the resulting hits; and, Suggest additional search terms that appear consistently alongside requested information and imply the potential importance of an unforeseen issue.

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