That ringing in your ears is the sound of people talking about your brand. You can’t see them, but they’re out there, gossiping about who you are and what you do.
在您耳边响起的声音是人们谈论您的品牌的声音。 您看不到它们，但是它们在那里，闲聊着您是谁，做什么。
Although tinnitus may or may not be an underlying symptom — the science is inconclusive — most savvy organizations already possess some awareness of the conversation surrounding their brands. How could they not? In 2020, the world is at home and everyone is online. Or at least 59% of everyone is, and a 6% growth from last year is huge when you consider the dizzying amount of data being passed between millions of devices.
尽管耳鸣可能是或可能不是潜在的症状-科学尚无定论-大多数精明的组织已经对围绕其品牌的对话有所了解。 他们怎么可能不呢？ 在2020年，世界将成为家，每个人都在线。 至少每个人中有59％是 ，并且考虑到数百万台设备之间传递的数据令人眼花ying乱，与去年相比增长6％是巨大的。
To keep up with the rapid growth of online activity, companies are turning to quicker, more comprehensive tools to measure the returns on their PR, Communications, and Marketing efforts in that space. These tools generate a variety of insights and together are known as media intelligence.
为了跟上在线活动的快速增长，公司正在寻求更快速，更全面的工具来衡量其在该领域的PR，沟通和营销工作的回报。 这些工具会产生各种见解，并且一起被称为媒体情报。
To get at a more grounded definition of this nebulous concept of media intelligence, we first need to identify all the moving parts. Much like we understand basic intelligence as the ability to collect and apply general knowledge and skills, media intelligence is defined in a similar way, incorporating different methods of gathering information from the media into a cohesive whole.
为了对这种模糊的媒体情报概念有更扎实的定义，我们首先需要确定所有活动的部分。 就像我们将基本情报理解为收集和应用常识和技能的能力一样，媒体情报也以类似的方式定义，将从媒体收集信息的不同方法整合为一个凝聚的整体。
As the technology matures, so too does the official nomenclature of the different tools used to pull insights from across the media spectrum. To keep it simple, here we’ll only break down into three main areas of media monitoring, social listening, and data analysis.
随着技术的成熟，用于从各种媒体中获取见解的各种工具的正式命名也将随之而来。 为简单起见，这里我们仅分为三个主要领域，分别是媒体监视，社交监听和数据分析。
Dating back to the bygone days of newspapers, press clippings services were the premier way to scour the media for mentions of your brand. Media monitoring agencies specialized in targeting and collecting copies of media content relevant to your business, filtering it to your liking according to industry, geography, or subject.
剪报服务可以追溯到过去的报纸时代，是搜寻媒体提及您的品牌的主要方式。 媒体监控机构专门针对和收集与您的业务相关的媒体内容的副本，并根据行业，地理位置或主题将其过滤以供您选择。
Fast forward through time and media monitoring has developed alongside advancements in technology, altering its method of digging up content with the evolution of radio, television, and the internet. With the recent induction of data mining and machine learning, some of this process has even become automated where it isn’t still accomplished with a set of good eyes.
随着时间的流逝，随着媒体技术的发展，媒体监视也得到了飞速发展，随着广播，电视和互联网的发展，它改变了挖掘内容的方法。 随着近来数据挖掘和机器学习的兴起，该过程中的某些过程甚至变得自动化了，但仍然无法以良好的眼光完成。
Much like the above-mentioned media monitoring, social listening requires a steady finger on the pulse of the conversations relevant to your brand. However, where media monitoring has a wider aperture of coverage, social listening is mostly limited to the realm of social media: Twitter, Facebook, reddit, etc.
与上述媒体监控非常相似，社交聆听需要坚定地把握与您的品牌相关的对话脉动。 但是，在媒体监控的覆盖范围更广的地方，社交监听主要限于社交媒体领域：Twitter，Facebook，reddit等。
It’s easy to confuse social listening with media monitoring because the two are essentially the same means to the same end, but one way to think of social listening is in terms of metrics. What metrics do you use to measure how your brand is being talked about? You can begin with things like mentions, hashtags, SOV, and industry trends.
将社交监听与媒体监控相混淆很容易，因为两者在同一目的上本质上是相同的手段，但是思考社交监听的一种方法是根据指标。 您使用什么指标来衡量品牌的谈论方式？ 您可以从提及，主题标签，SOV和行业趋势开始。
Where social listening also differs is in how it uses those metrics to determine concepts that are harder to quantify, like how customers feel through a sentiment score. With social listening, you move beyond mere data collection to dive into numbers that reflect the breadth of your reputation online and the positive, negative, or neutral feeling behind it.
社交倾听的不同之处还在于，社交聆听如何使用这些指标来确定难以量化的概念，例如客户通过情感评分的感受。 通过社交聆听，您不仅可以收集数据，还可以深入研究反映您在线声誉广度及其背后的积极，消极或中立感觉的数字。
With such a staggering wealth of data out there, having a platform or tool in place is essential to understanding how it connects, and what business you can make from it. You may begin with a careful look at an increase in your brand’s SOV within a specific niche, say FinTech, but how you aggregate that data into a more digestible solution is where data analysis comes in.
有了如此惊人的大量数据，拥有合适的平台或工具对于理解其如何连接以及您可以从中开展哪些业务至关重要。 FinTech称，您可能首先仔细考虑品牌在特定细分市场中的SOV增长，但是如何将数据汇总到更易消化的解决方案中是数据分析的来龙去脉。
It’s this stage where business KPI’s become important. What are your goals? Are you trying to respond quickly to a crisis? Or do you want to benchmark what you see happening with the competition? Having a framework in place of how you want to filter the data obtained from media monitoring and social listening tools is paramount to understanding what value it brings to your organization.
在这个阶段，业务KPI变得很重要。 你的目标是什么？ 您是否要对危机做出快速React？ 还是您想对比赛中看到的情况进行基准测试？ 拥有一个框架来代替您要如何过滤从媒体监视和社交侦听工具获得的数据，这对于理解它为组织带来的价值至关重要。
Say for example you want to measure the success of a recent social media marketing campaign. In connecting with your social team, you take a look at the sentiment and number of mentions. Data analysis is when you look at the hard numbers and organize them according to how they best align with the vision of what you’ve set out to accomplish. Here dashboards, graphs, and other visual tools come in handy to separate the vanity metrics from the more actionable ones.
举例来说，您要衡量最近的社交媒体营销活动的成功程度。 在与社交团队建立联系时，您需要了解自己的情绪和提及次数。 数据分析是指您查看硬数字并根据它们与您将要完成的目标的最佳搭配进行组织的方式。 在这里，仪表板，图形和其他可视工具非常有用，可以将个性化指标与更可行的指标区分开。
We’ve already covered what media intelligence is, and how it gathers the important data on the narrative of your brand, but why does it matter?
我们已经介绍了什么是媒体情报，以及它如何收集有关您品牌故事的重要数据，但是为什么如此重要？
Well, people like to be heard.
好吧，人们喜欢被别人听到。
Knowing your audience has always been a hallmark of traditional marketing. There are a number of ways teams have gathered information about their customer base in the past, but how many have been able to dial into the organic conversations about your brand as they happen in real-time? With the onset of social media, the right tools can turn the media landscape into live focus groups you track according to the trend or topic of the day.
了解您的受众始终是传统营销的标志。 团队过去有多种方式收集有关其客户群的信息，但是有多少种方式能够实时进行有关您品牌的自然对话呢？ 随着社交媒体的兴起，正确的工具可以将媒体格局转变为您根据当天的趋势或主题跟踪的实时焦点小组。
Media intelligence matters because it gives you incredible insight into the behavior of your audience. The right media intelligence platform can reveal pain points in the conversations of your customers, as people are more willing to speak their mind from behind an avatar. Who’s the loudest in the room? The right solution can also identify influencers who promote your brand to their thousands of followers.
媒体情报之所以重要，是因为它为您提供了对受众行为的不可思议的洞察力。 正确的媒体情报平台可以揭示客户对话中的痛点，因为人们更愿意从头像后面说出自己的想法。 房间里谁是最大声？ 正确的解决方案还可以确定将您的品牌推广给数千名关注者的影响者。
As the ground shifts with political movements and greater social responsibility, corporate reputation is constantly at the mercy of hourly events. With early warning and alert systems of the right media intelligence solution, you can address a communications crisis the moment bad news strikes. Just as well, media intelligence not only prepares you with insight into what’s happening right now but allows you to see future trends with predictive analytics based on the data you’ve accumulated.
随着政治运动和更大的社会责任感的转变，企业声誉一直受到每小时事件的摆布。 使用正确的媒体情报解决方案的预警和警报系统，您可以在坏消息来临时解决通信危机。 同样，媒体情报不仅可以让您对当前发生的事情有深刻的了解，还可以让您基于所积累的数据通过预测分析来查看未来趋势。
None of this, however, will move the needle on ROI unless you act with the data. Interested people (and brands) are interesting people (and brands). It’s one thing to pay close attention to what your audience is saying, it’s another entirely to engage. With valuable data in hand, media intelligence gives you an edge in producing bespoke content for your consumers based on the tastes and needs you’ve already seen.
但是，除非您对数据采取行动，否则所有这些都不会动摇ROI。 感兴趣的人(和品牌)是有趣的人(和品牌)。 密切注意听众在说什么是一回事，而完全参与是另一回事。 掌握了宝贵的数据后，媒体情报将使您能够根据已经看过的口味和需求为消费者制作定制内容，从而发挥优势。
The exponential growth in people logging on in 2020 has only amplified the need for the comprehensive service of media intelligence. Traditional reactive ways of gathering information from your audience are being surpassed by more proactive ones. So unless you want to miss the good word on your brand, you need media intelligence to tune that ringing in your ear to the right frequency.
2020年登录人数的指数级增长仅放大了对媒体情报综合服务的需求。 主动的方法已经超越了传统的被动式收集信息的方式。 因此，除非您想错过品牌上的好话，否则您需要媒体情报来将耳鸣声调整到合适的频率。
翻译自: https://medium.com/digital-diplomacy/what-is-media-intelligence-and-why-does-it-matter-b06f577486fa
