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Translation

Chinese

Media Monitoring

媒体监测

Framework

框架

IRON LAW: Monitor for Action, Not Just Awareness

Media monitoring that produces weekly reports nobody reads is waste.
Every monitoring setup must have TRIGGER ACTIONS defined: if sentiment
drops below X, alert the PR team. If a competitor launches a campaign,
notify marketing within 24 hours. No triggers = no value.
IRON LAW: Monitor for Action, Not Just Awareness

Media monitoring that produces weekly reports nobody reads is waste.
Every monitoring setup must have TRIGGER ACTIONS defined: if sentiment
drops below X, alert the PR team. If a competitor launches a campaign,
notify marketing within 24 hours. No triggers = no value.

Monitoring Dimensions

监测维度

DimensionWhat to TrackTools
VolumeNumber of mentions over timeGoogle Alerts, Mention, Meltwater
SentimentPositive / Neutral / Negative ratioBrandwatch, Talkwalker, manual coding
Share of VoiceYour mentions vs competitors' mentionsIndustry reports, custom dashboards
SourceWhere mentions appear (news, social, forums, blogs)Platform analytics, social listening tools
InfluencerWho is talking (reach, authority)BuzzSumo, social platform analytics
TopicsWhat themes/keywords are associated with your brandKeyword clustering, topic modeling
监测维度追踪内容工具
提及量不同时间段内的品牌提及次数Google Alerts, Mention, Meltwater
舆情倾向正面/中性/负面占比Brandwatch, Talkwalker, 人工标注
声量份额自身品牌提及量 vs 竞品提及量行业报告、自定义仪表盘
来源渠道提及出现的平台（新闻、社交、论坛、博客）平台分析工具、社交聆听工具
意见领袖发言者（触达范围、权威性）BuzzSumo、社交平台分析工具
关联话题与品牌相关的主题/关键词关键词聚类、主题建模

Setup Steps

搭建步骤

Phase 1: Define Keywords
  • Brand name + common misspellings
  • Product names, CEO name, key executives
  • Competitor brand names
  • Industry keywords (for context)
  • Negative keywords to exclude irrelevant results
Phase 2: Select Channels
  • News (traditional media, online news)
  • Social media (Facebook, IG, X/Twitter, PTT, Dcard for Taiwan)
  • Forums and review sites
  • Video (YouTube, TikTok)
  • Podcasts (emerging channel, harder to monitor)
Phase 3: Set Triggers
TriggerThresholdAction
Negative sentiment spike>20% increase in 24hrsAlert PR manager immediately
Competitor product launchAny mentionNotify marketing team
Influencer mention (>10K followers)Any mentionEvaluate for engagement opportunity
Crisis keyword detected"recall", "lawsuit", "scandal" + brandActivate crisis protocol
Phase 4: Reporting Cadence
  • Real-time alerts for crisis triggers
  • Daily digest for PR team
  • Weekly summary for marketing leadership
  • Monthly report for executive team (volume, sentiment, SOV trends)
阶段1：定义关键词
  • 品牌名称及常见拼写错误
  • 产品名称、CEO及核心高管姓名
  • 竞品品牌名称
  • 行业关键词（用于背景参考）
  • 负面关键词（用于排除无关结果）
阶段2：选择监测渠道
  • 新闻（传统媒体、在线新闻）
  • 社交媒体（Facebook、IG、X/Twitter、台湾地区的PTT、Dcard）
  • 论坛及点评网站
  • 视频平台（YouTube、TikTok）
  • 播客（新兴渠道，监测难度较高）
阶段3：设置触发规则
触发条件阈值执行动作
负面舆情激增24小时内占比上升>20%立即提醒公关经理
竞品发布新品任何提及通知营销团队
意见领袖提及（粉丝量>10K）任何提及评估合作互动机会
检测到危机关键词品牌名称+"recall", "lawsuit", "scandal"等启动危机应对预案
阶段4：报告频次
  • 危机触发条件：实时提醒
  • 公关团队：每日摘要
  • 营销管理层：每周总结
  • 高管团队：月度报告（提及量、舆情倾向、声量份额趋势）

Output Format

输出格式

markdown
undefined
markdown
undefined

Media Monitoring Report: {Brand} — {Period}

Media Monitoring Report: {Brand} — {Period}

Summary

Summary

MetricCurrentPrior PeriodChange
Total Mentions{N}{N}{%}
Sentiment (Pos/Neu/Neg){%}/{%}/{%}......
Share of Voice{%}{%}{±%}
MetricCurrentPrior PeriodChange
Total Mentions{N}{N}{%}
Sentiment (Pos/Neu/Neg){%}/{%}/{%}......
Share of Voice{%}{%}{±%}

Top Mentions

Top Mentions

DateSourceHeadline/SummarySentimentReach
{date}{outlet}{summary}+/0/-{est. reach}
DateSourceHeadline/SummarySentimentReach
{date}{outlet}{summary}+/0/-{est. reach}

Alerts Triggered

Alerts Triggered

DateTriggerAction Taken
{date}{what happened}{response}
DateTriggerAction Taken
{date}{what happened}{response}

Competitor Activity

Competitor Activity

CompetitorMentionsKey Activity
{name}{N}{what they did}
CompetitorMentionsKey Activity
{name}{N}{what they did}

Recommendations

Recommendations

  1. {action based on findings}
undefined
  1. {action based on findings}
undefined

Gotchas

注意事项

  • Sentiment analysis is imperfect: Automated tools misclassify sarcasm, industry jargon, and context-dependent language. Manually review a sample weekly to calibrate.
  • PTT/Dcard matter in Taiwan: For Taiwan brands, PTT and Dcard are critical channels that many international monitoring tools don't cover well. Consider local tools or manual monitoring.
  • Volume spikes ≠ crisis: A viral meme mentioning your brand positively creates a volume spike. Don't panic — check sentiment before escalating.
  • Competitor monitoring is legal and ethical: Tracking public mentions of competitors is standard practice. Accessing private data or impersonating competitors is not.
  • 舆情分析并非完美：自动化工具会误判讽刺语气、行业术语及依赖上下文的表述。每周需手动抽检样本进行校准。
  • 台湾地区需重视PTT/Dcard：针对台湾品牌，PTT和Dcard是关键渠道，但许多国际监测工具覆盖不足。可考虑使用本地工具或手动监测。
  • 提及量激增≠危机：品牌因正面病毒式 meme 被大量提及也会导致提及量激增，在升级处理前需先查看舆情倾向。
  • 竞品监测合法合规：追踪竞品公开提及内容是行业标准操作，但获取私人数据或冒充竞品则属违规行为。

References

参考资料

  • For crisis escalation protocol, see the pr-crisis-response skill
  • For Taiwan-specific media landscape, see 
    references/taiwan-media.md
  • 危机升级预案请参考pr-crisis-response技能
  • 台湾地区媒体生态详情请查看
    references/taiwan-media.md