Hyperlocal 101: Focused Media Monitoring

By: Terry A. Yates, Jr @GroupNewz | tyates@newzgroup.com

We have already discussed how bigger media monitoring outlets and software as a service (SaaS) companies often miss local content. That missed content is vital and important to customers that are paying good money to have that content provided to them. So when we say that we offer hyperlocal media monitoring, what does that mean?

Hyperlocal is highly specific, geographically targeted, and comprehensive. With the advent of smartphone usage, and “Google’-ing nigh on everything, “near me” searches have risen. People use these searches to leverage their buying power to find a particular type of business. In fact, users expect hyperlocal searches to take priority over wider searches and expect Google to take location in to account when showing results.

Media monitoring costumers should expect nothing less, yet they settle with expensive services and providers that do not offer hyperlocal focus. This is fine if they are looking for an overall sentiment or do not mind inaccurate results, or are looking for a particular type of broad monitoring. But this is the exception and not the rule. Budgets for monitoring are often the first to go when cuts arise in an organization, so the need for accurate and complete content is paramount.

However, those larger media monitoring outlets and SaaS companies offer incomplete, unrefined, and inaccurate coverage, missing simple articles that even Google Alerts could pick up. This makes the analytics functionality offered by these companies useless as it is not providing hyperlocal, comprehensive coverage…because they just don’t have access to it. They have no way to overcome online news paywalls and often their sentiment value algorithm is off, once again, because they do not have access to all the information. They will inundate you with “bleeding edge” technology, features, and filters to mask just how little actual coverage they provide, but it will never match the depths of hyperlocal coverage.

Hyperlocal also means that you are not dealing with those larger international minded media monitoring and SaaS companies that just do not care about your needs and are only interested in how much money they can wring out of your business. They do this with aggressive auto-renewal contracts or obfuscated fine print charges and fees. While you might not get all the bells and whistles of the latest in innovative technology with a smaller monitoring service, you will get a partner that puts your needs first and cares about the coverage you are receiving. They will always be on the lookout for better ways to find the content you are looking for, even if it means they are the ones doing the legwork! They will learn your name and what your company or organization is all about and cater the media monitoring services to your needs.

Hyperlocal, comprehensive media monitoring tools are only going to rise as the desire to find “near-me” content grows to be paramount with users. Newz Group’s Client Portal is such a tool, offering hyperlocal, comprehensive and affordable media monitoring. Choosing the keywords that are important to you and your business, receiving all the content that mentions those keywords, on top of ad revenue and sentiment value for a price that bigger media monitoring firms and SaaS’s won’t offer. We have a slew of other services too from social media to broadcast and radio. We have been helping you find you for over twenty years and would love it if you reached out to us to see what hyperlocal really means.