MY BRILLIANT CAREER
From scissors and glue to mining big data from media
Tonya Khoury, MD of media-monitoring company ROi Africa, tracks brand trends
What is media monitoring? Monitoring the output of print, online, broadcast and social media. For example, cellular companies in South Africa are often under attack. They invest millions in protecting their reputation by using a public relations strategy. The good news you read about a company in the newspaper is not there by magic - someone has to write, lobby, report and measure that publicity. An unhappy client might vent on Twitter or Instagram about a negative customer experience, prompting "brand slamming" in a few minutes or seconds. In the same week, a person might be interviewed on radio and mention their experience of a certain brand. That is where a media-monitoring company comes in: we measure everything that was said or written about a specific company or brand (whether positive or negative), count the number of times it was mentioned/placed and how many people it reached. These are compiled into monthly reports, which are presented to the client along with the circulat...