Media intelligence uses data mining and data science to analyze public,

social Social organisms, including human(s), live collectively in interacting populations. This interaction is considered social whether they are aware of it or not, and whether the exchange is voluntary or not. Etymology The word "social" derives from ...

and editorial media content. It refers to marketing systems that synthesize billions of online conversations into relevant information. This allow organizations to measure and manage content performance, understand trends, and drive communications and

business strategy In the field of management, strategic management involves the formulation and implementation of the major goals and initiatives taken by an organization's managers on behalf of stakeholders, based on consideration of resources and an assessmen ...

. Media intelligence can include

software as a service Software as a service (SaaS ) is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as "on-demand software" and Web-based/Web-hosted software. SaaS is con ...

using big data terminology. This includes questions about messaging efficiency, share of voice, audience geographical distribution, message amplification,

influencer An Internet celebrity (also known as a social media influencer, social media personality, internet personality, or simply influencer) is a celebrity who has acquired or developed their fame and notability through the Internet. The rise of social m ...

strategy, journalist outreach, creative resonance, and competitor performance in all these areas. Media intelligence differs from

business intelligence Business intelligence (BI) comprises the strategies and technologies used by enterprises for the data analysis and management of business information. Common functions of business intelligence technologies include reporting, online analytical p ...

in that it uses and analyzes data outside company firewalls. Examples of that data are

user-generated content User-generated content (UGC), alternatively known as user-created content (UCC), is any form of content, such as images, videos, text, testimonials, and audio, that has been posted by users on online platforms such as social media, discussion f ...

on social media sites,

blog A blog (a truncation of "weblog") is a discussion or informational website published on the World Wide Web consisting of discrete, often informal diary-style text entries (posts). Posts are typically displayed in reverse chronological order s ...

s, comment fields, and wikis etc. It may also include other public data sources like

press release A press release is an official statement delivered to members of the news media for the purpose of providing information, creating an official statement, or making an announcement directed for public release. Press releases are also considere ...

s, news, blogs, legal filings, reviews and job postings. Media intelligence may also include competitive intelligence, wherein information that is gathered from publicly available sources such as social media, press releases, and news announcements are used to better understand the strategies and tactics being deployed by competing businesses. Media intelligence is enhanced by means of emerging technologies like

ambient intelligence In computing, ambient intelligence (AmI) refers to electronic environments that are sensitive and responsive to the presence of people. Ambient intelligence was a projection on the future of consumer electronics, telecommunications and comput ...

machine learning Machine learning (ML) is a field of inquiry devoted to understanding and building methods that 'learn', that is, methods that leverage data to improve performance on some set of tasks. It is seen as a part of artificial intelligence. Machine ...

, semantic tagging, natural language processing,

sentiment analysis Sentiment analysis (also known as opinion mining or emotion AI) is the use of natural language processing, text analysis, computational linguistics, and biometrics to systematically identify, extract, quantify, and study affective states and subjec ...

and

machine translation Machine translation, sometimes referred to by the abbreviation MT (not to be confused with computer-aided translation, machine-aided human translation or interactive translation), is a sub-field of computational linguistics that investigates t ...

Technologies used

Different media intelligence platforms use different technologies for monitoring, curating content, engaging with content, data analysis and measurement of communications and marketing campaign success. These technology providers may obtain content by scraping content directly from websites or by connecting to the API provided by social media, or other content platforms that are created for 3rd party developers to develop their own applications and services that access data. Technology companies may also get data from a data reseller. Some social media monitoring and analytics companies use calls to data providers each time an end-user develops a query. Others archive and index social media posts to provide end users with on-demand access to historical data and enable methodologies and technologies leveraging network and relational data. Additional monitoring companies use crawlers and spidering technology to find keyword references, known as semantic analysis or natural language processing. Basic implementation involves curating data from social media on a large scale and analyzing the results to make sense out of it.

References

{{Reflist Business intelligence Social media Collective intelligence Mass media monitoring Social information processing

Technologies used

See also

References