The role of media is crucial in various crises across different fields and levels. The media can respond to crises objectively by considering all aspects of the crisis to find solutions that lead to resolving the crisis and overcoming it as quickly as possible. On the other hand, media practices can sometimes escalate tensions between all parties involved in the crisis, thus prolonging the crisis and exacerbating the problems it causes. This highlights the difference between media that deals with crises and media that contributes to the ongoing escalation of crises. Media monitoring involves collecting data, analyzing content from relevant media outlets such as printed news, broadcasts, and the internet, and presenting the results. In addition to being an organizational tool, media monitoring provides broader benefits for the electoral process, including the ability to assess the integrity of elections based on the freedom of expression for the media, voters, and candidates. Despite the importance of media monitoring, it has not yet become a routine practice.

Who Should Attend?

• Employees in media, monitoring, and communication departments in ministries and institutions.
• Professionals in research, studies, and media organizations.
• Individuals working in social campaigns and public opinion industry.
• Those concerned with media content analysis reports and public opinion formation.
• Anyone who feels the need for this course and wishes to develop their skills and expertise.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Understand the concept of media monitoring and its importance in supporting decision-makers.
• Apply the steps of monitoring, content analysis, and extract indicators and results.
• Recognize psychological characteristics and intellectual connotations in media messages.
• Review the latest theories and methods in media monitoring and analysis.
• Understand key successful models in media monitoring and content analysis.
• Gain practical applications in electronic, journalistic, and television media monitoring.

• The Concept of Media Monitoring

  • Defining media monitoring and the importance of tracking content on social media.
  • The difference between traditional media monitoring and social media monitoring.
  • The role of monitoring in public relations, marketing, and media strategies.

• The Importance of Social Media in Media Monitoring

  • The impact of social media on public opinion.
  • Using social media as a real-time data collection tool.
  • Identifying the key social platforms to monitor (Facebook, Twitter, Instagram, TikTok, etc.).

• Media Monitoring Tools

  • Learning about tools used in media monitoring (e.g., Hootsuite, Brandwatch, BuzzSumo, etc.).
  • Choosing the right tool according to the goals of the media campaign.
  • Comparing free and paid tools for media monitoring.

• The Importance of Defining Media Monitoring Goals

  • How to define the goals of a media campaign on social media.
  • Determining the expected results of monitoring: raising awareness, tracking reactions, identifying public sentiments.
  • Connecting media goals with measurable outcomes.

• Defining Key Performance Indicators (KPIs)

  • Selecting the appropriate indicators to measure media monitoring success.
  • Monitoring interactions: likes, comments, shares.
  • Analyzing reach and engagement volume.

• Scope Limitations in Media Monitoring

  • Identifying relevant topics for monitoring (brand, product, campaign, or specific event).
  • Selecting the platforms and content to monitor.
  • Determining the monitoring period (daily, weekly, monthly).

• Data Collection Methods

  • Techniques used to extract data from social media platforms.
  • Analysis and monitoring tools that assist in data collection (APIs, web tools, continuous measurement tools).
  • How to identify and analyze texts, images, and videos related to the topic or campaign.

• Handling Large Amounts of Data

  • How to classify and prioritize data.
  • Tools for collecting data from multiple sources: text analysis, tracking influential accounts, monitoring hashtags.
  • Challenges faced during monitoring in the era of big data.

• Extracting and Analyzing Data

  • How to collect data in an organized and timely manner.
  • Converting raw data into useful information.
  • Tracking data over long periods to gain comprehensive insights.

• Types of Media Content

  • Text content: articles, blogs, comments, shares.
  • Visual content: images, videos, memes.
  • Analyzing the psychological and interactive impact of content on the audience.

• Trend Analysis

  • How to use trend analysis tools to follow the most discussed topics.
  • Identifying high-impact topics.
  • Using analysis to understand audience interests and prevailing trends.

• Sentiment and Attitude Analysis

  • Recognizing sentiment analysis in content.
  • Using tools to analyze positive, negative, or neutral reactions.
  • How to analyze public attitudes toward products, brands, or political events.

• Extracting Conclusions from Content Analysis

  • Strategically analyzing data to derive deeper meanings.
  • Analyzing results based on predefined objectives.
  • Merging qualitative data (text, audio) with quantitative data (likes, shares, interactions).

• Preparing Media Monitoring Reports

  • How to prepare detailed reports on media monitoring.
  • Designing reports in a way that facilitates understanding of results and decision-making.
  • Presenting data visually using charts and tables.

• Providing Recommendations Based on Results

  • How to direct recommendations to relevant teams based on monitoring and analysis.
  • How to improve media campaigns based on extracted results.
  • Providing ideas and strategies to enhance media impact.

• Measuring Impact on Public Awareness

  • Analyzing how media campaigns affect public opinion and target communities.
  • Using performance indicators like interactions and outreach to measure campaign impact.
  • The impact of public discussions on public opinion.

• Tracking Conversations and Brands

  • How to track user conversations and their interactions with brands.
  • Measuring brand reputation through content analysis on social media.
  • Understanding the link between responses on social media and consumer behavior or brand interaction.

• The Impact of Events and Crises on Media Monitoring

  • Measuring public reactions to current events and crises.
  • Analyzing negative feedback and dealing with it.
  • Making quick decisions to steer the media campaign during crises.