Media Monitoring | Guide to Reputation Management and Social Listening | Chia-Luen Lee | Skillshare

Media Monitoring | Guide to Reputation Management and Social Listening

Chia-Luen Lee, Digital Creative

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8 Lessons (37m)
    • 1. Introduction

      2:15
    • 2. Choosing your keywords

      3:04
    • 3. Who is talking about your brand?

      7:52
    • 4. Sentiment analysis

      6:32
    • 5. Brand mentions vs. Product mentions

      3:43
    • 6. Protecting your reputation

      5:16
    • 7. Understanding context in data

      3:32
    • 8. Competitor analysis

      5:08
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About This Class

Media Monitoring | Guide to Reputation Management and Social Listening

This class will show you the fundamentals of media monitoring, which is a common strategy used in PR and reputation management. Designed for beginners, no previous knowledge or experience working with media monitoring or social listening tools are necessary. We’ll take it from the top and introduce you to the basics of media monitoring, going over core concepts (like sentiment analysis) and important details (including how to filter for the most relevant results) that are essential to the very fundamentals of media monitoring.

What you’ll learn

By the end of this course, you’ll have the skills you need to:

  • Monitor public mentions of your brand that occur in various media platforms: social media, podcasts, discussion forums, blogs, news sites, review sites and more...
  • Identify key topics that tend to come up alongside mentions of your brand
  • Measure the positive and negative feelings that people have toward your brand
  • Recognize the signs of a potential PR crisis
  • Compare the strength of your reputation with that of competing brands

What you’ll need

  • Computer or laptop
  • Internet connection
  • Media monitoring tool like Brand24

All you need is a computer or laptop and an Internet connection to take this class. I’ll be using Brand24 to show you how to do everything listed above — to keep things consistent and clear, you are welcome to follow along using Brand24 via the free trial period here (it lasts for 2 weeks, which is definitely enough time to learn the skills in this course).

This activity guidebook will help you develop all the media monitoring skills that you gain from this class as we work through each section together. And if you have any questions, just let me know!