#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 Do you receive media mentions based on out of date keywords which no longer reflect the interests and priorities of your business?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?

#2. Flexibility

10 REASONS WHY YOU SHOULD ABANDON OLD-WORLD MEDIA MONITORING FOR DIGITAL-FIRST MEDIA INTELLIGENCE

Have you ever been at the centre of an unfolding crisis only to find yourself limited by static keywords which include irrelevant media and omit key stories? Spending hours liaising with your media monitoring service trying to update keywords is more than frustrating, it’s wasted time which could be better spent analysing and responding to an evolving story. News changes on  a minute-by-minute basis, so why should your keywords remain fixed?

Unlimited keyword flexibility means that you can add, modify and delete keywords instantly – keeping your news relevant and making it easier to prioritise and respond to it. Having the flexibility to add and remove keywords for key spokespeople, stakeholders, product names, competitors and emerging issues is the best way to keep on top of your media and is the most comprehensive way to approach issues management.

blog arrowsFlexibility shouldn’t just end at keywords, it should extend to your source base. Different organisations generate attention in different publications, so it’s important that your media monitoring service is capable of adding new sources to ensure your coverage is comprehensive. Streem constantly updates our source base based on the individual needs of our customers, ensuring that niche or industry specific publications are included. 

10 Reasons why you should abandon old-world media monitoring for digital-first media intelligence

#1. SPEED

We recently featured a story which discussed the importance of speed in media monitoring, and revealed that it takes less than 4 minutes for a news story to spread from one source to another in the Australian news market. For listed and price sensitive companies, the speed of news distribution and consumption can become an all to familiar source of frustration and stress, especially for those working in issues and crisis management. Key stakeholders and spokespeople can’t respond effectively to an unfolding crisis if coverage of the issue isn’t available for hours or even days.

Old-world media monitoring services are unable to deliver relevant material in a timely manner. In a media landscape where minutes can make or break audience perception of a public figure, product or company, it is unacceptable for any media monitoring service to deliver “breaking news” hours or days after it first reaches the public.

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The delivery speed of old-world services is impaired by a dependence on human labour to collect, transcribe, sort and distribute information, all of which are tasks which can now be technology driven to ensure relevant, accurate news is delivered in realtime. 

Streem delivers all forms of media within minutes of publication or broadcast – the fastest delivery of news and alerts in the Australian market. Streem is highly accurate and not human-summarised, meaning that we can pass the news straight on to you without waiting hours for a human to transcribe it word by word. Plus, relying on tested, powerful filtering infrastructure means that your news coverage is less likely to fall prey to human error or omission.

A 24/7 media environment requires an elite level of visibility across live media issues, and this means settling for nothing less than a realtime platform capable of delivering news within minutes of publication or broadcast.

Australia’s media monitoring sector disrupted with entry of Streem

After 3 years of R&D and 18 months of customer commercialisation, Streem officially announced its entry into the media monitoring sector on Wednesday night with an event at the Museum of Contemporary Art, Sydney. Promising to re-invent media intelligence, the event featured significant attendance from over 150 key figures within media and communications. Representatives from large corporates across consumer electronics, FMCG, major sporting codes, transport/logistics, State and Federal government departments and NGOs came to witness the debut of Streem’s disruptive, full-service monitoring platform.

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Streem co-founders Antoine Sabourin and Elgar Welch

Streem leverages industry-first technology to monitor Online, Print, TV, Radio and Social Media and delivers customers realtime news alerts and media within minutes of publication or broadcast, direct to their Desktop, Tablet or Mobile.

The evening kicked off with an address from Tony Davis, chair of the Woolworths backed data analytics firm Quantium. “We are witnessing the emergence of another powerful data and technology-enabled disruptor in the Australian business landscape” Davis said. “With its fast and accurate platform, impossible to match with human processes alone, Streem will allow organisations to manage their media and audiences with far greater effect and resonance”.

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Streem’s co-founder and Lead Elgar Welch reinforced the importance of speed and flexibility in his keynote address. “Customers want speed, flexibility to monitor and transparent pricing” Welch said. Streem’s realtime media intelligence infrastructure makes it the fastest, most accurate in the industry and sets it apart from slow, clunky, old-world monitoring providers.

“We’ve been delivering Streem to customers for 18 months and have chosen to officially launch now with the backing of not only a great board, but some key clients including Australia’s biggest sports league, major government departments, household consumer brands and top 100 ASX corporates. We’re thrilled about the growth we’ve experienced and the organisations preparing to shift to Streem.”

Welch also used the launch as an opportunity to unveil Streem’s industry-first partnership with Australia’s largest content producers. Access to realtime audience data enables Streem to measure actual engagement in news and issues drawn from the online behaviour of millions of Australians, enabling decision makers to make informed responses. Combining audience data with realtime news is a game-changer for the industry.

 


The Front Page Story

Is the front page story a reliable indicator of influence?

Landing the front page story of a daily metropolitan newspaper used to represent the pinnacle of earned media. But in an environment where digital editions are updated hourly and social media can turn a niche story viral within minutes, can the ‘front page story’ remain a reliable indicator of influence ? 

Timing is key

Back in the golden age of the print edition newspaper, a front page story would remain in position for 24 hours until the next morning’s edition replaced it. The new online news realm operates at an entirely different pace where online editions are subject to change on a minute-by-minute basis. This constant process of curation and replacement means that some stories remain for hours at the top of online editions, whereas others are knocked off and replaced within minutes.

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Editor vs. People Powered front page. Image courtesy of NewsWhip. 

Would front pages look different if readers selected the top stories?

Web-editions would look very different if they were curated by the general public rather than a collection of editors sitting in a news conference. An experiment conducted by social signals platform NewsWhip found that stories that the general public choose to share differ greatly from the selection of news stories editors place on the front pages of their digital editions. 

Are front page mention synonymous with high social media engagement?

Not necessarily. A correlation exists between front page position and social media exposure, however it is difficult to ascertain whether social media engagement drives a front page story or a front page position drives social media engagement. To further complicate matters, a front page article is not necessarily synonymous with huge social media engagement. Articles which generate thousands of audience engagements may never make it to the front page position of an online edition, whereas ‘newsworthy’ content placed in pole position by editors may generate relatively small engagement. 

Why monitor front pages?

Streem’s front page chart helps visualise how salient a particular story was in relation to other coverage of your organisation. For example, knowing that a story about your product spent an average of 58m on the front page, or that your organisation was mentioned on 43 front pages in month would suggest high engagement, strong message cut-through or a crisis.

Streem’s ranking categorisation also helps to determine the impact of particular articles. For example, a front page story in #1 position that only fleetingly mentions your company is likely to be less salient than a feature story in #5 position which focuses entirely on your product.

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Analysis via Streem.

How long does it take for news to spread?

Analysis of Australian news reports shows a story spreads from one source to another in less than 4 minutes*. When a news story can spread across Online, TV or Radio in a matter of minutes, monitoring the media in realtime is more than convenient – it’s critical to the long-term success of a business or the reputation of a public figure.

Australia’s two 24-hour news channels and hundreds of large-scale online news sources mean that communications teams cannot afford to miss a beat when tracking media coverage. A misleading report that’s biased or missing key facts can leave the public misinformed and unreceptive; making it harder to control your message and correct the record.social_network_analysis_visualization

Analysis* of over 1 million Online and TV news reports in 2016 found a decreasing gap between the publication of a unique news story and the time taken for a competitor to repeat it. When it takes a matter of minutes for breaking news to spread, the public is being influenced with every passing minute.

But because the majority of media monitoring is delayed, delivered by email or omits stories, the job of responding becomes harder. Add to this the lack of a Mobile App to access media on the go, or Audience Trend Data to help you understand the impact an issue is having with the public, and you’re already behind the story. In a truly 24/7 news landscape it is impossible to ignore the spread of news, and potentially damaging to rely on anything other than realtime, keyword driven monitoring.

*Based on analysis conducted by Streem on 1,087,524 Online & TV reports between 2/2015-01/2016. Analysis measured the time taken for one media outlet to repeat a unique news story.

What is hoax news and why you should monitor it

If you’ve been browsing the web recently, you might be surprised to discover that Pope Francis endorsed Donald Trump for President, or that Halal certified Snack Packs have been funding terror organisations in the Middle East. Although these headlines may seem implausible to an informed reader, thousands of fake and hoax news stories circulate the internet daily, leaving readers confused, frustrated and dangerously misinformed.

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A viral story published on satirical website WTOE5 News claimed that Pope Francis II had endorsed Donald Trump for President.

Facebook is the latest of many online companies to announce measures to curb the spread of false news reports. In December 2016, the company introduced a set of tools to make it easier for users to flag fake articles on their news feed as a hoax. If a story is identified as dubious, Facebook will flag it as ‘disputed by 3rd parties’ and it may appear lower in the news feed.

Although many social media platforms have begun to acknowledge the problems created by the proliferation of fake news on their platforms, most algorithms struggle to determine the authenticity of breaking news.

Fake news featured heavily in the coverage of the 2016 US presidential elections. A study by Ipsos Public Affairs revealed that in the 3 months preceding the election, 20 top-performing fake news stories on Facebook outperformed 20 top-performing factual stories from 19 major media outlets in terms of engagement. But the spread of fake news hasn’t just been limited to the US.

In Germany, rumours circulated denouncing German chancellor Angela Merkel as a member of the East German secret police, the Stasi. Australian readers also fell prey to misinformation when an incendiary fake news report linking terrorism to the halal certification industry gained coverage across genuine media outlets. Concerns over halal certification flourished on Facebook and were repeated by politicians despite a lack of evidence, eventually culminating in a Parliamentary inquiry.

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A hoax news story about the humble Halal Snack Pack became the source of a federal parliamentary inquiry

Over half of Australia’s population is connected to the internet, and more than half of that number are active on Facebook. Misinformation, dubious claims, deceitful stories, trolling and clickbait have become a fixture on social media, and determining their authenticity can be frustrating and time-consuming for those responsible for compiling and distributing news.

Fake news is particularly prevalent on social media, which is problematic for government bodies, corporations and public figures because many of these sites masquerade as legitimate news distributors. Exposure to fake news is even more pronounced amongst younger demographics, who almost exclusively gather news from online sources such as Twitter, Reddit and Facebook.

“Pretty much everything conspires against truth [online],” wrote Farhad Manjoo of The New York Times in an article on fake online news. Despite the frustration voiced by misled citizens and aggrieved public figures, news aggregators have expressed discomfort at the idea of filtering fake news from the genuine product.

“We believe in giving people a voice and that we cannot become arbiters of truth ourselves,” Facebook’s news feed vice-president Adam Mosseri said in a statement. So how can media monitors draw the line between rumour, scandal, satire and genuine breaking news? Below is a quick checklist to help you determine fact from fraud:

Fact Checking Dubious News

  1. Read beyond the headline and subtitle
  2. Check the authenticity of the news outlet
  3. Check the author
  4. Check the date and time
  5. Click through links and examine the sources used
  6. Cross reference quotations
  7. Check the authenticity of photos
  8. Are other legitimate news outlets reporting it?