Traditional and social media monitoring are two essential tools that any organization can use to stay abreast of what is being said about them in the media (both traditional and online). The two types of media monitoring have some clear distinctions that make one or the other more or less useful, depending on your situation. Here are some differences you need to know when deciding between social and traditional media monitoring. Read on to know more in detail!
While both traditional and social media monitoring are used to track a brand’s success, some key distinctions make one more appealing than the other.
- Hospitality media agencies can use all data points from social media and traditional marketing outlets such as newspapers, radio, TV, etc.
- Social media monitoring is less expensive than traditional marketing because it does not require any additional materials or equipment.
- Wikipedia page editing reflects a company’s performance since many people use the site for brand information. A low number of edits could mean a company has low popularity or lack of activity on their end.
Traditional media monitoring is the process of keeping track of what is being said about a brand, person or company in traditional media such as print and TV. It has been around since the 1960s and is still relevant today. Social media monitoring tracks what people say about a brand on social media channels like Facebook, Twitter, LinkedIn, etc.
One big difference between these two monitoring forms is that traditional media monitoring usually starts with someone assigned an account. In contrast, social media monitoring starts with anyone (customer, employee) who can access your company’s page.
Traditional media monitoring focuses on reading print, TV, and radio sources to stay up-to-date with public opinion. On the other hand, social media monitoring is a more recent trend focusing on the millions of online conversations.
The goal of this type of research is not just to monitor public opinion but also to identify trends so that companies can act accordingly when necessary. Social media monitoring can be done by a company’s staff members or by an outside company such as a hospitality media agency or Wikipedia page editing.
Traditional media monitoring entails paying a professional organization, such as a hospitality media agency or advertising firm, to monitor your company’s mentions on traditional sources. The agency will create filters for specific keywords to track mentions of your company in blogs, the news, social media sites, etc.
Social media monitoring entails establishing a relationship with various social networks. This includes following up on posts that mention or tag your company or its products. Suppose you establish an account with Wikipedia and edit pages related to your business; in that case, you can get information about when other users are making edits related to your company.
Finally, understanding these differences between social and traditional media monitoring will help you decide which type of service you need for your company.