How AI Can Be Used to Analyze Media Monitoring Data

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Years ago, businesses had a relatively easy time monitoring and shaping their images in the media. After all, there were only a handful of broadcast television networks and local newspapers to contend with. However, the Internet eventually came along and changed all that. Now, there are more media channels than you can count. Every individual is now their own publisher, with an endless array of social media platforms at their command. The media landscape is now so dense that it’s hard for businesses even to monitor it, much less control it. The good news is that artificial intelligence (AI) is offering new approaches to make both possible. Here’s how.

Automated Aggregation

AI is especially useful because it can easily automate media data aggregation. It can use predetermined keywords and concepts to continually search the Internet for relevant data. Beyond raw search terms, AI can understand information context to uncover data that may otherwise evade detection. It’s the kind of work humans could never do, no matter how many you employed for the task. It can also do that work 24/7 with no downtime. It can guarantee that a business always has the most up-to-date information, regardless of incoming volume.

Intelligent Summaries

Not only can AI aggregate media data, but it can also summarize it for easier consumption by businesses. One of the key challenges associated with modern media monitoring lies in getting to relevant parts of collected data. For example, an online video might mention a business halfway through its runtime but be otherwise irrelevant. AI can extract and present valuable information independently to avoid wasting employee time.

Customizable Real-Time Alerts

One of the key goals of most businesses’ media monitoring operations is to support reputation management. In other words, the point is to detect damaging information and opinions and head them off before the damage spreads. AI makes that much easier because it can enable customizable real-time alerting. What’s more, AI can apply sentiment data to gauge the seriousness of any media incident to inform its alerts. That can prevent false alarms and ensure a business only reacts to potential reputation damage when necessary.

Detailed Query Support

AI can also make interacting with the data it aggregates easier by supporting detailed queries. That allows employees to drill down into the data to find specific insights they’re interested in. Many AI-based platforms even feature conversational query capabilities. That means employees can request data as though they were asking another person. That eliminates the need to train everyone using the platform to understand complex query languages. Not only can that be costly, but it can restrict which employees can take advantage of the collected data.

From Overwhelming to Manageable

The bottom line is that AI can take the overwhelming task of modern media monitoring and make it manageable. Additionally, it can do it in a way that fits within the average business’s budget. Just as the Internet once turned the tables on business media monitoring professionals, AI now turns the tables back. If you find yourself needing to monitor media data, consider turning to AI to help you with the task.

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