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.

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