Counted and Accounted For!

We live in a region where, be it international affairs or local news, there is always something to be reported on, measured or analysed. As Benjamin Disraeli said, “As a general rule, the most successful man in life is the man who has the best information.” Not only does the media report on the aforementioned current events but it comes with the added benefit of being an avenue to promote brand campaigns as well as pushing political agendas with the aim to rally consumers around your brand or matters of interest. This is where DRT becomes a rose among the thorns. While there are other media monitoring houses in the region, the company’s ability to track PR and Ad mentions in its competitor’s playing field as well as the wider English speaking Caribbean is truly advantageous. Hence, its array of analytical reports might just be what the doctor has prescribed for your business.

Staying on Our P’s and Q’s

Imagine being empowered to make reports and to ensure that your brand’s best efforts and interests are kept in mind relative to your target audience. Wired UK recently posted about the UK government’s interest in monitoring public opinion. The article highlighted that with this application governments can now use these tools to do real time domestic Public Relations; effectively carry out better “crisis management” initiatives, as well as measure and monitor the media and the public’s perception. Sentiment analysis would then become convenient to track awareness and brand promotion as it depicts exactly what is being said about your brand and how it is being said. Using media monitoring tools, governments and security professionals can also be on the cutting edge of crime fighting strategies. According to The Verge, public data can be used to predict behavioural patterns and observe persons of interest in order to prevent major crimes.

How now could big brands use these tools?

Let’s look at a new age company, Airbnb, who has grown exponentially within the last ten years, operating in over 190 countries. How is it that they maintain their competitive advantage across these different markets?

The Secret

Airbnb makes use of key metrics such as Social Media Performance and Competitive analysis. With social media performance they can measure elements such as article volume and sentiment surrounding the company’s online presence across these diverse cultural, multi-regional markets.

With the use of competitive analysis, they have stayed above their competition, thereby having the upper hand in playing the next chess piece.[1]

This is the power of Media Monitoring. Available to your disposal through marketing agency, DRT Communications. Let’s do the numbers!