Tracking and monitoring what is said about you or your brand, whether on social media or in the press, has become increasingly important. This is how you will be able to assess the path of your communication strategy, the successes and also the risks of any mentions. The fact is, whether you control it or not, people will talk about your brand.
The clipping, more focused on the presence of the brand in the media, accompanies newspapers, magazines, radio and television. It captures what is being said about your company, your industry or other points of interest.
Now, it is also important to observe the new media: websites, blogs, podcasts, online videos and social networks. This is where digital monitoring comes in, which looks closely at mentions and interactions about your brand on these channels.
These are important tools to understand the public's perception of your brand and its positioning. They are also a way to identify and correct incorrect publications.