10 Terms to better understand media monitoring

Media monitoring is a technique applied to different activities, such as the study of social phenomena, market research and the consolidation of a brand or company through its presence in digital media.

Some of the most important objectives of media analysis are:

• Track the performance of a topic, person, marketing campaign or brand.


• Collect information that serves as input for qualitative and quantitative market research.


• To have reliable information for competitive analysis.

Due to the importance of the media, this technique has become essential for millions of companies and organizations globally, as it allows them to identify market trends and develop an effective communication plan from a regional, national and even international approach.

Today, media monitoring combines the skills of media monitoring and analysis specialists with the use of digital tools that allow the automatic creation of databases of content and preferences by means of keywords that function as search and tracking criteria.

Knowing some of the terms related to this technique can help you better understand what media monitoring is, so below we define 10 of the most important ones:

• Reach: Refers to the number of people who are exposed to certain information or campaign.


• Awareness: This is the presence that the company or campaign has in the minds of the people it has reached.


• Clipping: A summary or report of media appearances on a specific topic, brand, company or campaign.


• Coverage: This is the number of news items that mention the topic we are monitoring in the media.


• Conversion: Refers to how a campaign translates into likes, shares, clicks and sales, it helps us to know if the proposed objectives have been achieved.


• Earned Media: These are the mentions that a third party can make about our brand or campaign, for example an influencer.


• Outtakes: This is the reaction or perception of people when they come into contact with our campaign or information.


• Brand health: This is related to the fulfillment of a company's business objectives, i.e., solvency, good reputation, consumer preference, sales and growth.


• Sentiment: It is the emotional response that a person has when exposed to our campaign or brand, generally collected through algorithms that process natural language.


• Traction: A measure of the interest shown by a media outlet in our campaign information.

Now you can see how media monitoring has its own tools to collect and analyze information about the presence of a brand, person or company, but above all why media monitoring is important to position ourselves in the market.