In the most recent volume of Communique Magazine , TBG’s Gary Bivings authored a featured article. “Watching the Web” is a great piece about how PR and marketing techniques are changing to incorporate the monitoring of various new forms of media, primarily the Web. The article cites several examples of how the Web has affected PR and customer involvement in the pharmaceutical industry, and discusses how content tracking platforms can be an effective addition to any PR firms strategy (this includes our very own ImpactWatch !). Among other issues, Gary listed the Top Seven Online Media Monitoring Practices in his article:
- Get involved sooner rather than later
- Implement a platform that will track online media for you
- Categorize online activities of target markets/information seekers–blogging, message board posting, etc.
- Make a list of the top sites to monitor per public/target audience
- Track site statistics (eg, how often the site is visited)
- Track bias of various sites with regard to your product
- Decide how you will respond to the circulation of negative information about your product
You can read the article in its entirety here.
