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1 hite Papers News & Social Media at a Glance Naroclips Instant Intelligence

2 The Essence & Types of Media In basic terms, media monitoring is the act of systematic reading, watching, listening and recording the output of the print, electronic or broadcast media always related to a specific company or country or domain - for a variety of reasons, as well as of analyzing the content based on specific search keywords or phrases, to draw conclusions, improve services and products, evaluate the public s perception, as well as the efforts and progress of an entity, and generate valuable statistics. The dominant type of media monitoring is news monitoring, and it involves tracking, recording and archiving of anything involving or related to the interested entity for business, commercial, political, scientific, or other reasons-, published in electronic or printed newspapers, blogs, magazines, fora, and journals, as well as on TV, and radio stations. In recent years and except from news monitoring, many organizations from various domains also monitor social media channels, including Twitter, Facebook, and LinkedIn, aiming to create a more personal relationship with their customers, manage this relationship with more precision, provide better services, and detect more buyer interest. This is known as social media monitoring, or social listening. Media in PR, Marketing & Market Intelligence The main reason most companies, organizations or individuals proceed to media monitoring is to find references to them, their brands, associates or staff, in all types of news media. However, more complex information can be drawn in the process, such as public or industry views regarding the success or failure of their media campaigns and corporate communication, valuable facts and figures on the competition, the public s perspective on their reputation or products, industry intelligence, new business ventures, scientific conclusions, and criticism on their efforts and progress. The entire process includes many different easier and more complexsteps. The first step is to identify which media need to be monitored, the type of articles that need to be analyzed, the time period of interest, and the form they were delivered. The search keywords or phrases used for the process are selected based on specific criteria and analytics, and of course must be related to the name, services, products or partners of the interested entity. Any piece that contains a keyword is referred to as news clip, clipping or press clipping and the company responsible for an entity s media monitoring delivers all clippings either by , in a CD, or by RSS or FTP feed.

3 3 Choosing Between In-House & Outsourcing There are two ways of conducting media monitoring. Either use in-house staff and free online sources or use an interactive multimedia platform, such as naroclips.com. Undoubtedly, the use of a specialized agency or a dedicated software is far more cost-effective, accurate and credible than the outcome generated by in-house staff using free online tools, such as Google News, yahoo news, msn news and RSS Feeds, and dedicating an enormous amount of time trying to come up with press clippings. Most media monitoring services are subscription-based, and customers are paying a monthly fee for on-going service. Some charge a per-clip additional fee, but most offer a fixed monthly rate. The Evolution of Media & Broadcast Media monitoring goes way back in the 1800s, something that proves its importance across time in all businesses. The process was of coursemore primitive, with actual employees scanning printed newspaper articles for references on business entities or individuals, usually in only one language and in a specific area. The process involved highlighting the keywords, cutting the clips, placing them in folders and then delivering them via snail mail to the client. Studies conducted in the 1980s revealed that human readers were typically missing 30-40% of the articles containing the indicated keywords, mainly due to skimming rather than carefully reading. Broadcast monitoring, on the other hand, was launched in the 1950s, and involved the process of monitoring TV news broadcasts for specific keywords, mentions and comments regarding a specific entity, by employees who were then writing brief reports. When Betamax and VHS recorders appeared in the media horizon, the companies started recording shows and programs and used specialized software to search through subtitles or closed captions for keywords and phrases. Nowadays, this can be done with a computer, while countries that don t have closed captioning, use text or speech software about 70-80% accurate - to generate a text which can then be scanned for keywords and phrases. The Field & Advantages of Online Media In the 1990s, the world experienced the growth of the Internet and the World Wide Web, which subsequently emphasized the importance of online multimedia monitoring programs, such as the acclaimed naroclips. com. Today there are only few specialized online monitoring platforms offering integrated services, including tracking social media for comments, discussions, and client impressions on companies, organizations, prod- News & Social Media at a Glance

4 ucts, individuals, and various issues related to the economy, the environment, politics, etc., with the use of dedicated software, such as robots, bots or spiders. There are many and multilevel advantages when using our monitoring service, as opposed to traditional press clipping services or employing in-house staff, and can be summarized as follows: We can track all media sources in all existing languages and in every country. For example, version 4.0 of Naroclips.com is able to monitor more than 1.000,000 online news sources, in more than 100 languages, in 189 countries, and then provide measurement and analysis services. We are highly accurate, even if the keywords or entity names are common. Clips are delivered in real time. Delivery methods include , HTML, XML, or PDF formats. We provide a comprehensive overview of the client s profile in the news and social media. We can provide data, such as viewership, readership, location, circulation, etc. We can include charts and graphs, for easy generation of useful statistics. We can report on upcoming problems. The Process of Social Media The ever-growing significance of social media monitoring is undisputed, given the power these have in today s most influential parts of the population. A company or an organization can learn a lot through social media, from complaints, criticism or praises about their products and service., once again, can be conducted by in-house staff and free online tools or by established monitoring platforms. Free online tools are certainly useful, yet probably inefficient, since subscription-based monitoring services are less time consuming as opposed to employing inhouse staff-, less costly and more comprehensive. For example, the Naroclips.com Social Media Services can daily track more than 10 million social media postings, from more than 50 million blogs and more than 200,000 message boards, fora, groups and sites. The key here is to effectively monitor the entire social media spectrum, including blogs, fora, Twitter, Facebook, LinkedIn, YouTube, collective complaint sites, video-sharing sites, etc. When a company or organization has a clear view of the complaints and criticism expressed by people around the world, it is easier to improve its customer service, correct problems and current or potential issues, and ultimately gain respect.

5 5 Storage, Management & Delivery of Digital Clips Compared to traditional paper-based clips, online media monitoring services is a much more flexible, cost-effective and certainly easier alternative. Clips are gathered and saved as computer-based files, making archiving, management and delivery a breeze. Clients can then create a database containing all clips, organized by date, location, language, media type, source, gender, or other parameters. This way they can easily find whatever they are looking for at any time, just by typing a certain keyword or phrase, and even circulate them around the company via . Online media monitoring services may also provide clients with the option of creating one single newsletter with the most important clips. SUMMARY Media and Social Media monitoring is a function of strategic importance for companies and organizations, private or public, that desire to provide a better level of products and services. By monitoring the news, as well as the public pulse, they can gather any comment or mention in their company in general, staff or affiliate, manage their image, monitor the competition, stay up-to-date, and create statistics. Web-based media monitoring services offer accurate dependable results, at a lower cost, compared to the utilization of in-house staff and traditional collection of press clippings. News & Social Media at a Glance

6 Address: Tassou Isaak 3B, 15125, Athens, Greece Phone: Fax:

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