MEDIA MONITORING / MEDIA TRACKING & ITS ADVANTAGES - EDUCATION

Media Monitoring

Media monitoring is the technique of continuously keeping the track of media activities by watching, reading and listening to the leading editorial substances of media sources on a regular basis, and later recognize and analyze substance that contains particular keywords or terms that the viewer looks forward to be associated with.   In today’s competitive business markets, Media Monitoring plays a significant role in placing and promoting a product. The question that generally triggers in mind is to know- What Media Monitoring is and what is their impact in Media Communication?

Media monitoring is a regular practice through which the monitoring agencies/bodies regularly keep a tack of media resources and keep updating them through reading, listening and observing the specific keywords or contents that are communicated through media. There may be variety of reasons for which media monitoring can be done- some may be social, political, economic, scientific, and commercial or many more. Media monitoring is been used as a tool to analyze the accomplishments of a particular organization, company, sector; government or private, profit or non-profit bodies and agencies. The basis purpose of monitoring is to identify the impact of various promotion activities done by varied domains of communication, its success rate, its impact on their clients and competitors. It also helps individual and organizations to do SWOT, improve its business strategies and develop innovations to capture better footfall in brand building and restructuring an organizational/individual’s image. There are two prominent ways through Media Monitoring is done; first through NEWS Media and second by SOCIAL Media. 

NEWS Media Monitoring: When the monitoring is conducted to review the Editorial substances through various commodities such as Television, Radio, Print, (Newspapers, Magazines, Journals-Academic/Trade) etc. to review the rate of pace of success or failure it is called NEWS Media Monitoring. With the help of the News Monitoring many TV channels have understood the competitive edge over the other and now all channels show the advertisement all most at the same time to remain at the same wave length.

Monitoring editorial content of news sources including newspapers, magazines, trade journals, TV, radio stations and the Internet is by far the most common type of media monitoring. This form of media monitoring is called “news monitoring”. In addition to monitoring news, many organizations now also monitor social media on the Internet, tracking word of mouth mentions about their organization in social media such as Facebook, Twitter, blogs, message boards and forums. This is commonly known as social media monitoring, word-of-mouth monitoring, or buzz monitoring.   

  

  

Outline of Media Monitoring, Relevant Key Terms & Media Monitoring Support 

To search the outline or profile Media Monitoring looks for the Key Words or Key Terms that are exclusive and specific. It may also include the service requisites. It monitors various type of information, article time, duration, views and its ratings. The key words add much range/coverage and help the article to connect better coverage of press clippings. To have wide popularity this is further transmitted via written communication through Emails or by the help of File Transfer Protocol (FTP) feed. 

Today Media Monitoring is processed through two major agencies- In-house and Outsource. Many marketing companies are strongly supported by their In-house support system which builds the image of a brand or organization using the advantage of Google free online support to create social spaces in the Social Media and popularizing the spread of information range. Some organizations also outsource Media Monitoring agencies to enhance their market credentials and up rate their status and provide better Rich Site Summary(RSS).

Online Media Monitoring is one of the most popular forms of monitoring tool used these days. It is basically done through specific designed software named Robots, spiders and bots. The key functioning of these software is to swiftly assemble all the informative communication that is in the text format and identify the key elements or key terms/keywords that need be indexed for online communication and they automatically examines potential clients and robotically transmits it in social media reallocating each client. 

The advantage of online media monitoring helps news media in gathering information from nooks and corners of the world in any geographical conditions, languages, religion, culture, markets and people. Apart from news, blogs, websites, groups, facebook, twitter, LinkedIn, Forums, Youtube, MySpace, Google etc. are all helping individual and organizations in promoting their goodwill in the social context and create brand value and recognition in very low investment.
  

Co-Authored Kavita Thapliyal & Manjul Thapliyal

Business Communication & Soft Skills Trainer

& Principal Consultant Visions Ahead

Web: www.visionsahead.com 

ELECTRONIC MEDIA AND ITS SOCIAL IMPACT (MEDIA RELATIONS SERIES-2) - EDUCATION

Electronic Media

The predominant use of electromechanical energy or electronics to reach a wider audience is termed as Electronic Media. Though the Print Media also known as the Static Media is also created electronically nowadays, but absolves the user to be accessed through electronic means as it’s in a printed form.

Electronic Media Evolution

The constant revolutions in Telecom in the last century have greatly influenced ways of communicating by producing innovative media tools for distance and remote communications. Digital Media and Analogue Signals were used as a medium for common communication in 1906, leading to first Transatlantic two way radio broadcast. Analog Telecommunications means Radio systems, Historical T.V broadcasts and Historical Telephony systems, whereas Digital Telecommunication signifies Telegraphy, computer Networks and Computer mediated communications. Modern communication tools are forms of Many to Many Communication Paradigms and allow intense long distance networking between larger number of people via Internet, Email and Teleportation, whereas most of traditional mass media and broadcast media are forms favoring one to many communication tools like Cinema, Radio, T.V, Newspapers, Magazines and even the Social Networking Sites.

Social Impact of Electronic Media

Electronic media is enjoying a broader reach and usage today primarily due to the sudden influx of electronic devices. With the passage of time the meaning of electronic media has transformed and changed and achieved broader platforms as compared to a decade ago. Initially there was Multimedia, where with a application software we could play Audio and Video, then came the Compact Disk (CD), the Digital Versatile Disc (DVD) and the Third Generation (3G) camera applications. Today media forms include in almost all the software used in PC’s, Mobile Phones and Lap Tops and enhance the performances. Even Hard Discs which is a form of electronic media and increases installation capacity of data’s are becoming smaller as compared to yesterday with the inclusion of Magnetic Media or Magnetic Stripe which stores data on a magnetic medium .Such applications are in demand and used fast growing modern day IT technology field, These forms of IT Media tools are preferably used in the Income Tax and Banking departments for providing fast and easy services to the clients. Debit card, Credit card, ATM card and Travel Cards can all be categorized as Media Tools where the magnetic strip links all the account information of a particular consumer through storage. This form of media is prepared on a blank form unrecorded and at a later stage stored as per the needs of the clients.

The use of media technology has impacted the social community hugely with the passing of time through easier means of communication among the masses. Schools are encouraging children to use media tools in house, whether at home or during school and so the awareness among today’s children towards technology is far superior to what it was priorly. New online communities and closer networking have been created through usage of media tools like Skype, Facebook,  Linkedin. Complications like identity frauds have also arisen by hindrance in lack of face to face communication. Media Tools like television and newspapers of the electronic & print media have become important advertisement distribution mediums in the masses driven consumer society. Today in more advanced technological societies online selling provides access to goods and services at your doorstep with various modes of buying and paying modes. So through communications psychology, business acumen and media integration diverse societies and far flung geographies have connected and evolved as economies. Intended human behavior is couched in psychology after it being initiated through diverse means of communication, so it’s vital to understand the communications psychology and media amalgamation affecting the individual ,societal changes and established disciplines in newer ways. Technology may not have a straight correlation with timing change based on efficiency and innovation. Modern advancements form the base of the information revolution. Important events in the 19^th century like School Modernization boost in the accessibility of newspapers and rapid advancement of the postal systems supplemented the advancement of the information boom which in turn was correlated to society being more educated and literate. Based on the course of its socio cultural impact there has been changes and dispersions in the methodology of communication in various directions.  

The impact & growth of the media is reflected from the Television Rating Points (TRP’S), the number of people who buy and read the media and sale of advertisement space. The editor is the boss of the print media, although the journalists are the people who coordinate the stories along with the printing team. In visual media the Producers, directors, Hosts, correspondents, anchors and technicians run the show as a Cohesive Group. So its utmost important and also crucial that media generate public based content that can be consumed and directed to send the message across, it has to be the right mix and not an overdose of entertainment.

Co-Authored 

Kavita Thapliyal & Manjul Thapliyal

Business Communication and Soft Skills Trainer 

 & 

Principal Consultant

Visions Ahead

Web:  www.visionsahead.com

.

MEDIA AND ITS GROUPS (MEDIA RELATIONS SERIES -1) - EDUCATION

Media

Media can be referred to as a means of sharing data and informative communication among masses, and can also be termed as accumulation and transmission of viable information through diversified tools of expressions. The medium of mass communication listed under the media includes Community News Letters, News Papers, Magazines, Radio Stations, T.V, Online Newspapers, Internet and e-zines etc. To effectively plan and implement successful communication campaigns, one has to understand the importance & significance of the various media tools. The primary aim of media is to educate, entertain, stimulate, motivate and create interest & awareness among its readers, listeners and viewers. The media is an organized industry and huge business but its main aim is to educate masses by giving a true insight of the state of affairs in and around the country and the world.

Media History

The word Medium served as the means of origination for Media, which is a reference from Latin word medius meaning middle. Prehistoric paintings in caves, Old maps, Writings on leaves, Signs, Sea Indications are all designed channels of primitive initialization of communications by humans. Significant role was played in the evolution of communication by the Persian Empire (Today’s Iran).  Persian Emperor Cyrus the Great (600 BC-530 BC) who ruled the Median Empire devised the first Postal system or means of the first real Mail. His empire and successors initiated the use of Royal roads that permitted arms, soldiers, messages and mails to be sent across the empire quickly. Also the Emperor of Medes Ahasuerus communicated his decisions through the use of couriers. The Latin word Communicare derives the word communication, through the Roman Empire which had devised the mail and postal system to centralize control over the kingdom from Rome. This method helped the kingdom to attain fast information about important events happening in widespread provinces and exchanges of personal and official letters. With the passage of time, during the Middle Ages more advanced means of communication originated in the Islamic and Mongol empires. Media in its modern application, referred in relation to means of communication channels was first mentioned in 1954 by Marshall Mcluhan – the Canadian communication philosopher in his book Counterblast. The  American Journalist Henry Louis "H. L." Mencken (September 12, 1880 – January 29, 1956) used the word Mass Media in contrast in the year 1923.  America and the United Kingdom were engulfed by the word media, which spread like wild fire by the 1960’s.

Media Groups

Media can be broadly divided into Six Groups.

1. Radio (News, FM, talk shows, programmes and Public service announcements)

2.Television (Movies, news, talk shows, public service announcements and programmes)  

3. Print (News Papers, magazines, newsletters and trade & internal publications).

4. News Wire Services (Thomson Reuters, PR genie, united press, associated press)

5.Online Publications (Digital magazines, online newspapers, EPUBs, , digital libraries and e-zines) 

6. Social Media (Internet, websites, SEO, web blogs, micro blogs, social networks, cloud computing)

Co-Authored 

Kavita Thapliyal & Manjul Thapliyal

Business Communication and Soft Skills Trainer 

 & 

Principal Consultant

Visions Ahead

Web:  www.visionsahead.com

.