This is the final post in our series on how professional communicators can benefit from online media monitoring and sentiment analysis. Don’t miss our posts on public relations and investor relations.
Analyst or Industry Relations teams are responsible for keeping their industry analysts up to date on their company’s strategy, products and services. The objective is to persuade analysts to review your company in the best positive light to end users of your product in their high-level industry research reports. Thus, for AR folk, it is important they keep tabs on which analysts are covering their industry – to ensure that they are focusing their relationship building efforts on the right people!
Online and social media monitoring, together with sentiment analysis, can help AR professionals by giving them the tools to a) identify which market research reports and research analysts are covering their space, and b) which of the above reflect positive and negative sentiment about their company and its competitors.
By having media monitoring searches for key phrases, research firm names, job titles and authors (analyst names), Analyst Relations pros can monitor and influence analyst coverage.
I use MediaVantage to monitor analyst research trends within the industries of relevance to us: media intelligence, public relations management, customer intelligence software By regularly reviewing the content that my saved keyword searches bring in, I’m able to keep up to date with the latest research reports my key analysts are publishing and the sentiment of the coverage the companies included in these reports are receiving.
All of this intelligence helps guide the Product Development roadmap, and further solidifies the foundation of our relationship with our analyst friends. As an analyst relations professional how do you use sentiment analysis to be more effective in your role? Please comment!