What about the impact of Social Media on media monitoring?
Published July 21st, 2005 in E-PRThere’s been plenty of talk on the blogosphere about the impact of Social Media on the media and public relations, but something I haven’t heard discussed as much is its impact on media monitoring.
With the advent of RSS it’s becoming much easier to track what’s being said about your client yourself, and at considerable less cost. With the added benefit of tools like Blog Pulse, I think media monitoring agencies are going to have to adept to this new age of Social Media much faster than PR practitioners and media organisations.
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The difference between monitoring blogs (and what about Usenet, listserve and other un-mediated media) is that it is un-mediated. Lots of it is “pub gossip”. This means that there is a need to be able to manage high volumes and come up with the ‘important’ blog/comment. This is not impossible and there is a lot of knowledge available to the PR industry but in the low tech PR industry and its supply base is unlikely to invest in this capability. The demand has to be high before the investment will be made.
I was thinking more along the lines of mainstream media organisations adopting RSS, therefore PR agencies or clients could do a lot of monitoring for themselves.