#3. ACCURACY

This is the 3rd article in our series of ‘Reasons why you should abandon old world media monitoring for digital-first media intelligence’. Missed the others? Check out #1. Speed and #2. Flexibility.

Last week on the blog we argued in favour of the importance of speed in media monitoring. In a 24/7 digital media environment lead time can often be the difference between a crisis and good publicity, BUT only if the information at hand is reliable, accurate and comprehensive.

Aesop’s classic fable, the tortoise and hare illustrates what can happen when consistency is sacrificed in favour of speed: despite the hare’s obvious speed advantage, the tortoise wins the race because of its consistent, reliable approach. The same principle applies to media monitoring: there is no point delivering news at a lightning fast pace if it means you have to sacrifice accuracy, consistency, relevancy and analysis to achieve this.

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Speed should be paired with relevancy – and this means ensuring that your organisation isn’t cluttered with mountains of irrelevant or erroneous media, but rather a collection of relevant, actionable information.

Signs that your media monitor might not be providing you with accurate service?

  1. If you pay for your media monitoring service on a ‘per-clip’ basis, there may be a tendency for your provider to push you as much media as possible – regardless of its relevancy. Consider the volume of media you receive each month and the percentage of this which is accurate and relevant to your needs.
  2. Consider the scope of their source base: if you are an Australian company and your provider has an internationally oriented source base, you may be missing out on a tranche of influential local and regional content.
  3. Do you receive media mentions based on out of date keywords which no longer reflect the interests and priorities of your business?
  4. Is it difficult for you to flag irrelevant or erroneous material that is delivered to your business?

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