{"id":140727,"date":"2019-10-08T00:12:21","date_gmt":"2019-10-07T23:12:21","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=140727"},"modified":"2026-04-24T12:37:30","modified_gmt":"2026-04-24T10:37:30","slug":"por-que-es-importante-el-seguimiento-de-los-medios-de-comunicacion","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/es\/why-is-media-monitoring-important\/","title":{"rendered":"Media Monitoring: Why It&#8217;s Important &amp; How to Use It [2026]"},"content":{"rendered":"\n<p><strong><strong>Brand reputation accounts for <a href=\"https:\/\/wiserreview.com\/blog\/online-reputation-management-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"30\u201340%\">30\u201340%<\/a> of a company&#8217;s total enterprise value in 2026. A single negative review can cost a business 22% of its potential customers \u2014 and three or more push that number to 59%<\/strong>. That vividly shows the importance of media monitoring.<\/strong><\/p>\n\n\n<style>.acf-key-takeaways__heading{padding:22px 30px 20px;margin:0;font-weight:600;display:inline-flex;align-items:center;gap:1.1875rem;border:1px solid #c3e1d2;border-bottom:none;border-top-left-radius:1.25rem;border-top-right-radius:1.25rem}@media(min-width: 768px){.acf-key-takeaways__heading{padding:22px 40px 20px;gap:1.4375rem}}.acf-key-takeaways__icon{width:1.625rem;height:1.625rem;background-color:#9cbfaf;border-radius:50%;display:flex;align-items:center;justify-content:center}.acf-key-takeaways__list{border:1px solid #c3e1d2;border-top-right-radius:1.25rem;border-bottom-right-radius:1.25rem;border-bottom-left-radius:1.25rem;margin:0;padding:0;list-style:none;overflow:hidden}.acf-key-takeaways__item{padding:28px 34px 28px 61px;background-color:#e8f4ee;margin:0;border-bottom:1px solid #c3e1d2;position:relative}@media(min-width: 768px){.acf-key-takeaways__item{padding:28px 54px 28px 81px}}.acf-key-takeaways__item::before{content:\"\";position:absolute;top:35px;left:28px;width:.75rem;height:.75rem;background-color:#9cbfaf;border-radius:50%}@media(min-width: 768px){.acf-key-takeaways__item::before{top:39px;left:40px}}.acf-key-takeaways__item:nth-child(even){background-color:#dfefe7}.acf-key-takeaways__item:last-child{border-bottom:none}.acf-key-takeaways__title{font-weight:600;margin-bottom:.625rem}.acf-key-takeaways__text{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px;margin:0}@media(min-width: 768px){.acf-key-takeaways__text{font-size:18px;line-height:30px}}.single-post-content__content h3.acf-key-takeaways__heading{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content h3.acf-key-takeaways__heading{font-size:18px;line-height:30px}}.single-post-content__content h4.acf-key-takeaways__title{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content h4.acf-key-takeaways__title{font-size:18px;line-height:30px}}.single-post-content__content p.acf-key-takeaways__text{line-height:1.875rem}@media(max-width: 768px){.single-post-content__content p.acf-key-takeaways__text{font-size:1rem !important}}<\/style><div class=\"acf-key-takeaways\">\n    <h3 class=\"acf-key-takeaways__heading\">\n        <span class=\"acf-key-takeaways__icon\">\n            <svg width=\"10\" height=\"12\" viewBox=\"0 0 10 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M8.41177 0C8.8341 0 9.17647 0.34237 9.17647 0.764706V11.0882C9.17647 11.3821 9.00815 11.6501\n                8.74334 11.7775C8.47839 11.9049 8.16337 11.8693 7.93382 11.6857L4.58824 9.00919L1.24265 11.6857C1.01311\n                11.8693 0.698079 11.9049 0.433134 11.7775C0.168324 11.6501 0 11.3821 0 11.0882V0.764706C0 0.561893\n                0.0806248 0.367445 0.224035 0.224035C0.367445 0.0806248 0.561893 0 0.764706 0H8.41177ZM1.52941\n                9.49609L4.11029 7.43199C4.38958 7.20856 4.78689 7.20856 5.06618 7.43199L7.64706\n                9.49609V1.52941H1.52941V9.49609Z\" fill=\"black\"\/>\n            <\/svg>\n        <\/span>\n        Key takeaways    <\/h3>\n    <ul class=\"acf-key-takeaways__list\">\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">The importance of media monitoring has never been greater.<\/h4>\n                <p class=\"acf-key-takeaways__text\">With brand reputation accounting for 30\u201340% of a company&#039;s total enterprise value in 2026, tracking what&#039;s being said about you is no longer optional \u2014 it&#039;s a core business strategy.<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">Brand reputation is a measurable business asset.<\/h4>\n                <p class=\"acf-key-takeaways__text\">In 2026, it accounts for 30\u201340% of a company&#039;s total enterprise value \u2014 making media monitoring a business-critical activity, not a marketing nice-to-have.\r\n<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">Knowing your competitors is just as important as knowing your customers.<\/h4>\n                <p class=\"acf-key-takeaways__text\">By tracking what people say about your rivals, you can learn from their mistakes, spot market gaps, and sharpen your own strategy \u2014 without costly trial and error.\r\n<\/p>\n            <\/li>\n                    <li class=\"acf-key-takeaways__item\">\n                <h4 class=\"acf-key-takeaways__title\">Staying ahead means staying informed.<\/h4>\n                <p class=\"acf-key-takeaways__text\">Marketing is changing faster than ever \u2014 new platforms, AI-generated content, shifting consumer expectations. Media monitoring ensures you spot industry shifts early and adapt your strategy before your competitors do.\r\n<\/p>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"first_point_header\">What is media monitoring?<\/h2>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\"><a href=\"https:\/\/brand24.com\/blog\/what-is-media-monitoring-and-analysis\/\" target=\"_blank\">Media monitoring<\/a>&nbsp;is the systematic process of tracking, collecting, and analyzing mentions, references, and conversations across multiple media channels \u2014 including social media, forums, blogs, review sites, and offline sources<\/span> \u2014 to gain actionable insights into brand perception, industry trends, and audience sentiment.<\/p>\n\n\n\n<p>Media monitoring helps you to manage how your brand, product, or service is perceived in the media. <\/p>\n\n\n\n<p>Thanks to media monitoring tools, you can gather information about your campaigns, marketing initiatives, competitors, and industry.<\/p>\n\n\n\n<p><span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">This information can give you valuable insights into how your business, competitors, and industry are covered in the media, helping you manage<span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\"> your&nbsp;<a href=\"https:\/\/brand24.com\/blog\/brand-reputation\/\" target=\"_blank\">brand\u2019s reputation<\/a>, boost&nbsp;<a href=\"https:\/\/brand24.com\/blog\/brand-awareness\/\" target=\"_blank\">brand awareness<\/a>, gain PR insights, improve the customer experience, and more<\/span>.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"second_point_header\">Why is media monitoring important?<\/h2>\n\n\n\n<p>Key fact: Understanding what is happening around you is essential to your brand&#8217;s success. <\/p>\n\n\n\n<p>As mentioned in the previous paragraph, media monitoring helps you stay up to date with the latest trends and mentions using just one app.<\/p>\n\n\n\n<p>The importance of media monitoring for your business cannot be overstated \u2014 which is why I&#8217;ve prepared eight key reasons to explore. Let&#8217;s go through them now.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"first_sub_point_1\">PR and Reputation Management<\/h3>\n\n\n\n<p>Today, your customers \u2014 current and potential \u2014 talk about you everywhere: on social media, news sites, review platforms (TripAdvisor, Yelp, Google Reviews), blogs, and forums. Every tweet, unboxing video, or comment shapes how people perceive your brand.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Key fact: <\/strong>According to <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\"><a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\" target=\"_blank\">BrightLocal research<\/a>, 91% of 18-34-year-olds<\/span> trust online reviews as much as personal recommendations. Moreover, customers read an average of 10 online reviews before feeling able to trust a business.<\/p>\n\n\n\n<p>This is precisely where the importance of media monitoring becomes clear. <\/p>\n\n\n\n<p>Tracking what&#8217;s being said about you directly impacts customer trust, purchasing decisions, and ultimately \u2014 your bottom line. <\/p>\n\n\n\n<p>In simple terms, a good reputation means your business is more credible than its competitors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"second_sub_point_2\">Market research<\/h3>\n\n\n\n<p>Let me ask you something &#8211; how deeply do you understand exactly where your potential customers are doing their research? And what is influencing their buying decisions?<\/p>\n\n\n\n<p>Quick answer: Market research provides answers to all these questions.<\/p>\n\n\n\n<p>Thanks to media monitoring tools, you can see:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On which media platforms are people talking about your business<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69edcf48f145c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69edcf48f145c\" class=\"wp-block-image aligncenter size-full is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"836\" height=\"636\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1.png\" alt=\"\" class=\"wp-image-183405\" style=\"width:500px\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1.png 836w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1-16x12.png 16w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1-300x228.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1-209x159.png 209w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1-90x68.png 90w\" sizes=\"auto, (max-width: 836px) 100vw, 836px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Mentions dashboard in Brand24<\/figcaption><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>List of the most active sites with mentions containing your keywords<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69edcf48f19ce&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69edcf48f19ce\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"538\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-1140x538.png\" alt=\"\" class=\"wp-image-183407\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-1140x538.png 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-1536x725.png 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-2048x967.png 2048w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-18x8.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-300x142.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-170x80.png 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-248x117.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-90x42.png 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-3-scaled.png 1300w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Sources Tab in Brand24<\/figcaption><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/brand24.com\/blog\/context-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"Context of a discussion\">Context of a discussion<\/a> about your brand<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69edcf48f1e1c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69edcf48f1e1c\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"795\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5-1140x795.png\" alt=\"\" class=\"wp-image-183408\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5-1140x795.png 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5-18x12.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5-300x209.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5-228x159.png 228w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5-90x63.png 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-5.png 1276w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Context of discussion in Brand24<\/figcaption><\/figure>\n\n\n\n<p>Investing our time and effort in market research can yield many benefits.<\/p>\n\n\n\n<p>Here is the list with a few examples of such benefits:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Strengthening market position<\/strong><br>When entering a new market segment or refreshing your positioning, run keyword-based monitoring in Brand24 weekly, filtering by industry terms and competitor names \u2014 because the gap between how you <em>describe<\/em> your value and how your audience <em>talks about their problem<\/em> is where repositioning opportunities hide.<\/li>\n\n\n\n<li><strong>Finding where customers search<\/strong> <br>When planning a content or paid distribution strategy, pull a Sources Report in Brand24 monthly to map which platforms (Reddit threads, niche forums, LinkedIn groups, YouTube comment sections) generate the most brand-adjacent conversations \u2014 because advertising where people <em>aren&#8217;t<\/em> already discussing your category wastes budget that a 30-minute data pull could redirect.<\/li>\n\n\n\n<li><strong>Understanding customer needs<\/strong><br>When preparing a product roadmap or quarterly marketing plan, export mention data filtered by question-type phrasing (&#8220;how do I,&#8221; &#8220;why does,&#8221; &#8220;what&#8217;s the best&#8221;), then cluster themes manually or via AI tagging \u2014 because feature requests buried in forum threads are cheaper to act on than those discovered through formal surveys six months later.<\/li>\n\n\n\n<li><strong>Identifying threats and opportunities<\/strong><br>When a spike in mention volume appears in your Brand24 dashboard, cross-reference it against Google Trends and news alerts the same day \u2014 because an unexplained spike is either a PR crisis forming or a virality window opening, and the response to each is the opposite.<\/li>\n\n\n\n<li><strong>Facilitating strategic planning<\/strong><br>When building a quarterly strategy deck, pull a sentiment-over-time report for your category keywords from the previous 90 days and annotate it against your campaign calendar \u2014 because a strategy built on what your audience\u00a0actually said last quarter\u00a0outperforms a strategy built on what analysts\u00a0predicted they would say.<\/li>\n<\/ul>\n\n\n<style>.acf-simple-cta{border-radius:20px;background-color:#fff;max-width:640px;margin:auto;margin-bottom:30px;padding:30px 15px}@media(min-width: 768px){.acf-simple-cta{padding:48px 62px 46px 62px}}.acf-simple-cta__title{font-size:22px !important;font-weight:600;line-height:23px !important;color:#000;text-align:center;margin-top:10px}@media(min-width: 576px){.acf-simple-cta__title{max-width:280px;text-align:left;margin-top:0}}.acf-simple-cta__title span{color:#00ef88}.acf-simple-cta__row{text-align:center}@media(min-width: 768px){.acf-simple-cta__row{display:flex;align-items:center;justify-content:space-between;gap:10px;text-align:left}}.acf-simple-cta__content{margin-bottom:20px;text-align:center}@media(min-width: 576px){.acf-simple-cta__content{display:flex;justify-content:center;align-items:center;gap:10px;width:100%;max-width:100%}}@media(min-width: 768px){.acf-simple-cta__content{align-items:center;justify-content:space-between;margin-bottom:0;max-width:66%}}.acf-simple-cta__btn{flex-shrink:0;border-radius:30px;padding:11px 21px;font-size:14px;line-height:18px;font-weight:500 !important;color:#000 !important;letter-spacing:-0.14px;background-color:#00ef88;border:none;transition:background-color .3s ease,opacity .3s ease;display:inline-block}.acf-simple-cta__btn:hover{background-color:#4bffae;text-decoration:none;opacity:.9}.acf-simple-cta__btn:focus-visible{outline:2px solid #00ef88}.acf-simple-cta--primary{background-color:#00ef88}.acf-simple-cta--primary .acf-simple-cta__title{color:#fff}.acf-simple-cta--primary .acf-simple-cta__title span{color:#000}.acf-simple-cta--primary .acf-simple-cta__btn{background-color:#000;color:#fff !important;transition:background-color .3s ease-in-out}.acf-simple-cta--primary .acf-simple-cta__btn:hover{background-color:#171717}.acf-simple-cta--violet{background-color:#000}.acf-simple-cta--violet .acf-simple-cta__title{color:#fff}.acf-simple-cta--violet .acf-simple-cta__title span{color:#bf00ff}.acf-simple-cta--violet .acf-simple-cta__btn{background-color:#bf00ff;color:#000 !important;transition:background-color .3s ease-in-out}.acf-simple-cta--violet .acf-simple-cta__btn:hover{background-color:#bf00ff}.acf-simple-cta--small{padding:20px 15px}@media(min-width: 768px){.acf-simple-cta--small{padding:33px 45px 31px 56px}}.acf-simple-cta--no-icon .acf-simple-cta__content{max-width:100%;width:auto}.acf-simple-cta--no-icon .acf-simple-cta__title{max-width:100%}@media(min-width: 768px){.acf-simple-cta--no-icon.acf-simple-cta--small .acf-simple-cta__content{max-width:55%}}<\/style>\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Start Brand24 14-day free trial!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=116\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"third_sub_point_1\">Competitor analysis<\/h3>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Keep your friends close and your enemies closer. <\/p>\n<\/blockquote>\n\n\n\n<p>I think that everybody knows the legendary quote from The Godfather II. <\/p>\n\n\n\n<p>Competitor analysis helps you gather data and analyze your competitors. <\/p>\n\n\n\n<p>I monitor it weekly, here&#8217;s proof:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69edcf48f26fe&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69edcf48f26fe\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"294\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-1140x294.png\" alt=\"\" class=\"wp-image-183423\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-1140x294.png 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-1536x396.png 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-2048x528.png 2048w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-18x5.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-300x77.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-248x64.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-90x23.png 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-7-scaled.png 1300w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Brand24 projects<\/figcaption><\/figure>\n\n\n\n<p>It\u2019s an essential tactic for understanding what your competitors are doing, their strengths and weaknesses, and what can be extremely helpful in protecting and managing your marketing activities.<\/p>\n\n\n\n<p>Key fact: Competitive analysis is an investment, thanks to which, by investing a relatively small amount of money, you can gain a remarkable insight into the market around you. <\/p>\n\n\n\n<p>By analyzing your competition, you can not only learn from their best practices but also avoid their mistakes.<\/p>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/competitor-monitoring\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Competitor monitoring<\/a> can give you a list of interesting business insights; let\u2019s go through them now:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Understanding competitor perception<\/strong> <br>When a competitor launches a new product or campaign, set up a dedicated Brand24 project for their brand name and track it for the first 30 days post-launch, filtering for negative sentiment \u2014 because their unhappy customers are describing, in plain language, exactly the gap your next positioning message should fill. This is the method Nick Baklanov at HypeAuditor uses: when a competitor earns media coverage, he contacts that outlet directly and offers a counter-perspective, converting their PR moment into his.<\/li>\n\n\n\n<li><strong>Discovering hidden competitors<\/strong> <br>When you notice traffic or share-of-voice declining without an obvious cause, run a broad industry-keyword monitor in Brand24 (not branded keywords \u2014 category keywords like &#8220;best CRM for startups&#8221;) and sort results by domain frequency \u2014 because the competitor eroding your position is often one you haven&#8217;t formally benchmarked yet.<\/li>\n\n\n\n<li><strong>Tracking competitor pricing<\/strong> <br>When a competitor announces a pricing change (detectable through monitoring terms like &#8220;[Brand] pricing,&#8221; &#8220;[Brand] too expensive,&#8221; &#8220;[Brand] price increase&#8221; on Reddit and G2), document it in a shared competitive log updated bi-weekly \u2014 because customer reactions to competitor pricing tell you both where the market ceiling sits and which segments are ready to switch.<\/li>\n\n\n\n<li><strong>Learning from competitor product failures<\/strong><br>When a competitor&#8217;s product receives a cluster of negative reviews on G2, Capterra, or Trustpilot \u2014 flagged automatically through a review-monitoring alert \u2014 map those complaints directly against your own product&#8217;s feature set and update your sales battlecard within the week \u2014 because a documented competitor weakness is only a competitive advantage if your sales team knows about it before the next call.<\/li>\n\n\n\n<li><strong>Improving campaign targeting<\/strong><br>When planning a paid or organic campaign, pull the audience demographic and engagement data from a competitor&#8217;s top-performing content using tools like Similarweb or SparkToro, then cross-reference it with the subreddits and LinkedIn groups your monitoring tool flags as high-activity, because targeting the audience your competitor <em>already educated<\/em> is faster than building awareness from zero.<\/li>\n<\/ul>\n\n\n\n<p><strong>Real-life example:<\/strong> <\/p>\n\n\n\n<p>Nick Baklanov, PR &amp; Research Manager at HypeAuditor, uses Brand24 daily to track where competitors are mentioned and what journalists write about them. <\/p>\n\n\n\n<p>When he spots a media outlet or podcast covering a rival, he reaches out to offer additional insights \u2014 turning competitor coverage into new PR opportunities for HypeAuditor. <\/p>\n\n\n<style>.acf-quote-square{padding:40px 30px;background-color:#e8f4ee;border-radius:20px;max-width:640px;margin-left:auto;margin-right:auto}@media(min-width: 768px){.acf-quote-square{padding:62px 91px}}.acf-quote-square__icon{margin-bottom:20px}@media(min-width: 768px){.acf-quote-square__icon{margin-bottom:36px}}.acf-quote-square__quote{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px;margin-bottom:20px}@media(min-width: 768px){.acf-quote-square__quote{font-size:18px;line-height:30px}}@media(min-width: 576px){.acf-quote-square__quote{margin-bottom:44px}}.acf-quote-square__quote:last-child{margin-bottom:0}@media(min-width: 576px){.acf-quote-square__row{display:flex;gap:25px;align-items:center}}.acf-quote-square__author-image{width:60px;height:60px;border-radius:50%;overflow:hidden;flex-shrink:0;margin-bottom:10px}@media(min-width: 768px){.acf-quote-square__author-image{width:80px;height:80px;margin-bottom:0}}.acf-quote-square__author-image img{width:100%;height:100%;object-fit:cover}.acf-quote-square__author-name{font-size:16px;line-height:140%;font-weight:700;margin-bottom:4px}@media(min-width: 768px){.acf-quote-square__author-name{font-size:18px;line-height:140%}}.acf-quote-square__author-linkedin{display:inline-block;position:relative;top:-4px;margin-left:8px}.acf-quote-square__author-position{font-size:16px;line-height:100%}@media(min-width: 768px){.acf-quote-square__author-position{font-size:18px}}.acf-quote-square--primary{background-color:#00ef88}.acf-quote-square--primary .acf-quote-square__quote,.acf-quote-square--primary .acf-quote-square__author-name,.acf-quote-square--primary .acf-quote-square__author-position{color:#000}.acf-quote-square--primary .acf-quote-square__icon svg path{fill:#000}.acf-quote-square--violet{background-color:#000}.acf-quote-square--violet .acf-quote-square__quote,.acf-quote-square--violet .acf-quote-square__author-name,.acf-quote-square--violet .acf-quote-square__author-position{color:#fff}.acf-quote-square--violet .acf-quote-square__icon svg path{fill:#bf00ff}<\/style><div class=\"acf-quote-square acf-quote-square--default\">\n            <div class=\"acf-quote-square__icon\">\n            <svg width=\"53\" height=\"46\" viewBox=\"0 0 53 46\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M52.9064 22.6459H41.2236C41.4114 25.3738 42.318 27.7372 43.9479 29.7374C45.5763 31.7361 48.5625 33.7452 52.9064 35.7631L47.5716 45.7405C40.6068 42.676 35.6846 39.145 32.8005 35.1461C29.9178 31.1471 28.4758 25.6912 28.4758 18.7783V0H52.9079V22.6459H52.9064ZM24.4321 22.6459H12.7492C12.9371 25.3738 13.8437 27.7372 15.4736 29.7374C17.102 31.7361 20.0882 33.7452 24.4321 35.7631L19.0972 45.7405C12.1325 42.676 7.21028 39.145 4.32617 35.1461C1.44206 31.1471 0 25.6912 0 18.7783V0H24.4321V22.6459Z\" fill=\"#00EF88\"\/>\n<\/svg>        <\/div>\n                <div class=\"acf-quote-square__quote\">I can see competitors&#039; marketing efforts in terms of PR \u2014 what media covers them, what&#039;s being written about them \u2014 so I can reach out to those journalists.<\/div>\n        <div class=\"acf-quote-square__row\">\n                    <div class=\"acf-quote-square__author-image\">\n                <img decoding=\"async\" width=\"80\" height=\"80\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-80x80.webp\" class=\"attachment-author-avatar size-author-avatar\" alt=\"Nick Baklanov, PR &amp; Research Manager @ HypeAuditor\" loading=\"lazy\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-80x80.webp 80w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-12x12.webp 12w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-60x60.webp 60w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-64x64.webp 64w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-48x48.webp 48w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-42x42.webp 42w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov-90x90.webp 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/Nick-Baklanov.webp 105w\" sizes=\"auto, (max-width: 80px) 100vw, 80px\" \/>            <\/div>\n                <div class=\"acf-quote-square__author-content\">\n                            <div class=\"acf-quote-square__author-name\">\n                    Nick Baklanov                                    <\/div>\n                                        <div class=\"acf-quote-square__author-position\">PR &amp; Research Manager at HypeAuditor<\/div>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Full case study:<\/strong> <strong><a href=\"https:\/\/brand24.com\/case-study\/hypeauditor\/\" target=\"_blank\" rel=\"noopener\" title=\"Monitoring PR and Finding New Media Opportunities with Brand24\">Monitoring PR and Finding New Media Opportunities with Brand24<\/a><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"fourth_sub_point_2\">Customer insights<\/h3>\n\n\n\n<p><a href=\"https:\/\/brand24.com\/blog\/how-to-discover-consumer-insights-using-media-monitoring\/\" target=\"_blank\" rel=\"noopener\" title=\"Consumer insight\">Consumer insight<\/a> is an interpretation of what your audience thinks, feels, and needs \u2014 and why. <\/p>\n\n\n\n<p>This is where the importance of media monitoring truly shines: by tracking real conversations about your brand, you gain a direct window into what drives your customers&#8217; trust and purchasing decisions.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Key fact: <\/strong>And in 2026, that window matters more than ever. <a href=\"https:\/\/www.startus-insights.com\/innovators-guide\/consumer-behavior-trends\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">94% of marketers<\/a> report that personalization directly increases sales \u2014 but personalization is only possible when you truly understand your audience. <\/p>\n\n\n\n<p>At the same time, <a href=\"https:\/\/www.startus-insights.com\/innovators-guide\/consumer-behavior-trends\/\" title=\"\">60% of consumers<\/a> now question the authenticity of online content more than before, meaning brands that listen and respond to real customer voices stand out from those that don&#8217;t.<\/p>\n\n\n\n<p>Companies need to build a 360-degree view of their consumers that enables proactive decision-making. <\/p>\n\n\n\n<p>Media monitoring is exactly how you build that view, allowing you to fine-tune both your communication and product development based on what customers are actually saying, not just what you assume they want.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"fifth_sub_point_1\">Customer feedback<\/h3>\n\n\n\n<p>Top-performing companies don&#8217;t just wait for feedback \u2014 they actively seek it across social media, review sites, forums, and blogs. In the era of social media, listening to what people say about you, whether positive or negative, prompted or unprompted, is non-negotiable. <\/p>\n\n\n\n<p>Key fact: Tools like Brand24 give you access to all public brand mentions, making it easy to spot and respond to customer feedback in real time.<\/p>\n\n\n\n<p>Here&#8217;s why that feedback matters:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Improves your products and services.<\/strong> Real customer opinions reveal what works, what doesn&#8217;t, and what needs fixing \u2014 helping you build something precisely tailored to their needs.<\/li>\n\n\n\n<li><strong>Measures customer satisfaction.<\/strong> In a hyper-competitive market, reading and reacting to customer opinions shows you care about more than just revenue \u2014 and that builds loyalty.<\/li>\n\n\n\n<li><strong>Improves customer retention.<\/strong> When an unhappy customer speaks up, media monitoring tools let you respond quickly, resolve the issue, and often turn a frustrated client into a loyal one. You may not always be at fault, but solving the problem is always your responsibility \u2014 and your opportunity.<\/li>\n<\/ul>\n\n\n\n<p>Remember, you are 100% responsible for your products or services. And it\u2019s your job to solve your customers&#8217; problems.<\/p>\n\n\n\n<p>This is the best moment to win back the client and even increase his loyalty to our business. <\/p>\n\n\n\n<p>By doing this, you\u2019ll show that you care about your every single client, no matter if there are 30 or 30 000 of them.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Learn more:<\/strong> Improve your knowledge about <a href=\"https:\/\/brand24.com\/blog\/brand-reputation-crisis-management\/\">crisis management<\/a>.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Start Brand24 14-day free trial!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=116\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"sixth_sub_point_2\">Sentiment analysis<\/h3>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Sentiment analysis<\/strong> is the automated process of examining online content to determine its emotional tone \u2014 categorizing mentions as positive, negative, or neutral based on the language used.<\/p>\n\n\n\n<p>This is where the importance of media monitoring becomes especially tangible. <\/p>\n\n\n\n<p>Tools like Brand24 automatically assign sentiment to every mention, giving you a real-time emotional pulse of how your audience perceives your brand. <\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69edcf48f372f&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69edcf48f372f\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"309\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1140x309.png\" alt=\"\" class=\"wp-image-183404\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1140x309.png 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-1536x416.png 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-18x5.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-300x81.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-248x67.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-90x24.png 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image.png 1300w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Negative comment on Nike<\/figcaption><\/figure>\n\n\n\n<p>Negative sentiment can flag a PR issue before it escalates, while positive mentions are an opportunity to engage and reinforce customer loyalty \u2014 sometimes a simple &#8220;Thank you&#8221; is all it takes to strengthen that relationship.<\/p>\n\n\n\n<p>Sentiment analysis is particularly powerful in two areas: <strong>reputation management and customer feedback<\/strong> \u2014 both of which depend on understanding not just <em>what<\/em> people are saying, but <em>how they feel<\/em> when they say it.<\/p>\n\n\n\n<p>Now, take a short break from reading and check out what our content manager, Chia, has to say about what sentiment analysis reveals:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.youtube.com\/watch?time_continue=1u0026amp;v=_nKM_ZWMatw\n<\/div><\/figure>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Learn more:<\/strong> Find out more about sentiment analysis, how to use it and <a href=\"https:\/\/brand24.com\/blog\/sentiment-analysis\/\">how big brands like UBER benefit from it by reading this post<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"seventh_sub_point_1\">Review sites<\/h3>\n\n\n\n<p>Review platforms like TripAdvisor, Yelp, Google Reviews, Booking.com, and G2 are no longer just a &#8220;nice to have&#8221; \u2014 they are a core part of how consumers evaluate brands before spending a single dollar.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Key fact:<\/strong> <a href=\"https:\/\/wiserreview.com\/blog\/online-review-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Between 93% and 97% of consumers<\/a> read online reviews before making a purchase, and consumers now use an average of six review sites before choosing a business \u2014 up from previous years. Yet <a href=\"https:\/\/wiserreview.com\/blog\/online-review-statistics\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"only about 5% of businesses respond to their reviews\">only about 5% of businesses respond to their reviews<\/a>, despite 89% of consumers expecting a response. <\/p>\n\n\n\n<p>That gap is your opportunity. Media monitoring tools gather all reviews and mentions from these platforms in one place \u2014 so you can respond quickly, protect your reputation, and never miss a critical opinion.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69edcf48f3c70&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69edcf48f3c70\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"598\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-1140x598.png\" alt=\"\" class=\"wp-image-183409\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-1140x598.png 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-1536x806.png 1536w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-2048x1075.png 2048w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-18x9.png 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-300x157.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-248x130.png 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6-90x47.png 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2019\/10\/image-6.png 1300w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Review sites in Brand24<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"eighth_sub_point_2\">Trend monitoring<\/h3>\n\n\n\n<p>The marketing landscape changes faster than ever. New platforms, technologies, and consumer behaviors emerge constantly \u2014 and brands that fall behind rarely catch up.<\/p>\n\n\n\n<p>Marketing is experiencing its biggest disruption in 20 years, with AI fundamentally changing how businesses find and engage customers. <\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Key fact:<\/strong> <a href=\"https:\/\/blog.hubspot.com\/marketing\/hubspot-blog-marketing-industry-trends-report\" target=\"_blank\" rel=\"noopener nofollow\" title=\"56% of marketers\">56% of marketers<\/a> say the internet is now flooded with AI-generated content, and 65% report that consumers are getting better at recognizing it \u2014 meaning the bar for standing out keeps rising.<\/p>\n\n\n\n<p>Trends are moving faster and fragmenting by geographic and cultural niches, so generic, one-size-fits-all strategies no longer work. <\/p>\n\n\n\n<p>Media monitoring keeps you informed on industry shifts in real time, so you can adapt your strategy \u2014 and your messaging \u2014 before your competitors even notice the change.<\/p>\n\n\n\n<p><strong>Real-life example:<\/strong><\/p>\n\n\n\n<p>That&#8217;s exactly how Neon Panda, a Mexican beverage company, operates. When &#8220;natural hydration&#8221; began trending in consumer conversations, their team logged it as an area of opportunity, brought it into team meetings and internal reports, and used it to shape future messaging and product exploration \u2014 all before it became mainstream noise. <\/p>\n\n\n\n<p>By tracking language trends, sentiment, and where conversations were taking place across platforms, they were able to identify cultural shifts early and act with intention rather than scrambling to react.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\">Full case study: <strong><a href=\"https:\/\/brand24.com\/case-study\/neonpanda\/\" target=\"_blank\" rel=\"noopener\" title=\"Monitoring PR and Finding New Media Opportunities with Brand24\"><strong>2\u00a0Smart Ways Neon Panda Stays Ahead of Trends With Brand24<\/strong><\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"third_point_header\">How to do media monitoring?<\/h2>\n\n\n\n<p>If you want to start monitoring media and know what people are talking about, you need to take a few steps:<\/p>\n\n\n<style>.acf-numeric-list__list{list-style:none;padding:0;margin:0}.acf-numeric-list__item{display:grid;grid-template-columns:1.875rem 1fr;grid-template-rows:1fr;align-items:center;gap:1.5625rem;margin-bottom:.9375rem}.acf-numeric-list__item:last-child{margin-bottom:0}.acf-numeric-list__number{background-color:#00ef88;color:#000;border-radius:50%;width:1.875rem;height:1.875rem;display:flex;align-items:center;justify-content:center;font-weight:600}<\/style><div class=\"acf-numeric-list\">\n    <ul class=\"acf-numeric-list__list\">\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">1<\/span>\n                <span class=\"acf-numeric-list__text\">Step 1: Choose your goal. Decide what you want to achieve \u2014 reputation management, PR tracking, competitor intelligence, customer feedback, or measuring business impact. Start with clear objectives before anything else.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">2<\/span>\n                <span class=\"acf-numeric-list__text\">Step 2: Select your keywords. Think about brand names, competitor names, industry terms, campaign hashtags, and potential crisis terms. Choose wisely \u2014 most tools charge based on the number of keywords you track.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">3<\/span>\n                <span class=\"acf-numeric-list__text\">Step 3: Pick the right tool. Look at three things: the number of sources monitored, the features offered (real-time alerts, sentiment analysis, AI summaries), and cost-effectiveness. Prices range from $99 to several thousand dollars per month depending on your needs.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">4<\/span>\n                <span class=\"acf-numeric-list__text\">Step 4: Gather and analyze results. Track key metrics like mention volume, reach, sentiment breakdown, share of voice, and channel breakdown. These tell you where conversations are happening and how your brand is perceived.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">5<\/span>\n                <span class=\"acf-numeric-list__text\">Step 5: Turn data into insights. Raw data is just numbers. Clean it, segment it, spot trends, and connect it to business outcomes \u2014 traffic, leads, sales, or reputation shifts. Every insight should lead to a clear action.<\/span>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<p class=\"has-background\" style=\"background-color:#e8f4ee\"><strong>Learn more:<\/strong> Find out more details about <a href=\"https:\/\/brand24.com\/blog\/how-to-do-media-monitoring\/\">how to do media monitoring<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"fourth_point_header\">Conclusions<\/h2>\n\n\n\n<p>Media monitoring gives you a 360\u00b0 view of your brand&#8217;s presence \u2014 online and beyond. To summarize, it helps you:<\/p>\n\n\n<style>.acf-tools-table{border:1px solid #d4e5dc;border-radius:16px;overflow:hidden;overflow-x:auto}.acf-tools-table__table{width:100%;min-width:582px;border-collapse:collapse}.acf-tools-table__row:last-child td{border-bottom:none}.acf-tools-table__row:nth-child(even){background-color:#e8f4ee}.acf-tools-table__cell{padding:14px 20px;font-size:.875rem;line-height:1.125rem;border-bottom:1px solid #d4e5dc;border-right:1px solid #d4e5dc}.acf-tools-table__cell p{font-size:.875rem !important;line-height:1.125rem;margin-bottom:0}.acf-tools-table__cell:last-child{border-right:none}.acf-tools-table__cell--header{font-size:1rem;line-height:1.875rem;font-weight:700}@media(max-width: 768px){.acf-tools-table__cell--header{font-size:.875rem !important;line-height:1.125rem !important}}.acf-tools-table__cell--center{padding-left:70px}.acf-tools-table__cell strong{font-weight:700}.acf-tools-table__number{display:inline-flex;align-items:center;justify-content:center;width:32px;height:32px;border-radius:16px;background-color:#cbe7d9;font-size:.875rem;line-height:1em;font-weight:700}.acf-tools-table__logo{max-width:91px;margin-bottom:8px}.acf-tools-table__link{font-weight:400 !important;text-decoration:underline !important}.acf-tools-table__link:hover{text-decoration:none !important}.acf-tools-table__wrapper{display:flex;align-items:center;gap:17px}<\/style><div class=\"acf-tools-table\">\n    <table class=\"acf-tools-table__table\">\n        <thead class=\"acf-tools-table__thead\">\n            <tr class=\"acf-tools-table__row acf-tools-table__row--header\">\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header  acf-tools-table__cell--center\">\n                        Reason                    <\/th>\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header \">\n                        Key Benefit                    <\/th>\n                            <\/tr>\n        <\/thead>\n        <tbody class=\"acf-tools-table__tbody\">\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">1<\/div>\n                                                                                        <p>PR &amp; Reputation Management<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Track what&#8217;s being said about your brand across all platforms to protect credibility and customer trust<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">2<\/div>\n                                                                                        <p>Market Research<\/p>\n<p>&nbsp;<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Understand where customers talk, what influences their decisions, and tailor marketing accordingly<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">3<\/div>\n                                                                                        <p>Competitor Analysis<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Learn from competitors&#8217; strengths and mistakes, discover unknown rivals, stay competitive<\/p>\n<p>&nbsp;<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">4<\/div>\n                                                                                        <p>Customer Insights<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Build a 360\u00b0 view of audience needs to enable personalization and proactive decision-making<\/p>\n<p>&nbsp;<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">5<\/div>\n                                                                                        <p>Customer Feedback<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Spot and respond to opinions in real time \u2014 improve products, retention, and loyalty<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">6<\/div>\n                                                                                        <p>Sentiment Analysis<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Measure emotional tone of mentions to catch PR issues early and reinforce positive relationships<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">7<\/div>\n                                                                                        <p>Review Sites<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Monitor ratings across platforms, respond quickly, and close the gap most businesses ignore<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">8<\/div>\n                                                                                        <p>Trend Monitoring<\/p>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                        <p>Detect industry shifts in real time and adapt strategy before competitors notice<\/p>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                <\/tbody>\n    <\/table>\n<\/div>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Start Brand24 14-day free trial!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=116\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">What are the skills in media monitoring?<\/h3>\n\n\n\n<p>Effective media monitoring requires a range of skills. Critical thinking is important for interpreting media coverage and its potential implications for your brand. Analytical skills are required to make sense of large volumes of data and identify trends or patterns. Familiarity with media monitoring platforms and tools is also necessary to efficiently track and evaluate your <a href=\"https:\/\/brand24.com\/brand-mentions-tool\/\" target=\"_blank\" rel=\"noopener\" title=\"\">brand mentions<\/a> across different channels. Additionally, strong communication skills can help report insights clearly and impactfully.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is media monitoring vs listening?<\/h3>\n\n\n\n<p>Media monitoring is the process of tracking and collecting mentions and discussions about your brand, competitors, and relevant industry topics across print, online, and broadcast media. On the other hand, media listening, often used interchangeably with social listening, goes a step further by analyzing the gathered data to extract insights, understand sentiment, identify trends, and make informed decisions. Essentially, media monitoring is about collecting data, while media listening is about making sense of it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is an example of media monitoring?<\/h3>\n\n\n\n<p>An example of media monitoring is a company using services to track all mentions of its brand across various media channels, including social media, blogs, news outlets, and forums. They could set up alerts for certain keywords related to their brand and industry. This way, they can promptly respond to customer queries and complaints, gauge public sentiment, monitor the competition, and stay updated on industry trends.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is social media monitoring?<\/h3>\n\n\n\n<p>Social media monitoring is the process of tracking and collecting mentions, comments, and conversations about your brand across social media platforms such as Instagram, X (Twitter), Facebook, LinkedIn, and TikTok. It allows businesses to stay on top of what people are saying about them in real time \u2014 whether it&#8217;s a customer complaint, a viral post, or a competitor&#8217;s campaign. By analyzing this data, companies can manage their reputations, respond to feedback quickly, and uncover valuable insights into their audiences. In short, it&#8217;s your brand&#8217;s early warning system and market research tool rolled into one.<br><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover 8 reasons why tracking your brand&#8217;s presence across the web is essential for protecting your reputation and growing your business in 2026.<\/p>","protected":false},"author":78,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3951],"tags":[799,233,3954,1522,745,2326,15],"class_list":["post-140727","post","type-post","status-publish","format-standard","hentry","category-media-monitoring","tag-brand-management","tag-customer-feedback","tag-how-to-do-media-monitoring","tag-media-monitoring","tag-public-relations","tag-sentiment-analysis","tag-trends"],"acf":[],"aioseo_notices":[],"cf_author_first_name":"Waleria","cf_author_last_name":"P\u0105gowska","_links":{"self":[{"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/posts\/140727","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/users\/78"}],"replies":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/comments?post=140727"}],"version-history":[{"count":61,"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/posts\/140727\/revisions"}],"predecessor-version":[{"id":183450,"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/posts\/140727\/revisions\/183450"}],"wp:attachment":[{"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/media?parent=140727"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/categories?post=140727"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand24.com\/blog\/es\/wp-json\/wp\/v2\/tags?post=140727"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}