Latest research shows that most people still get their daily news fix by fishing in the huge information pools of Google and/or Facebook… . But do they catch what they want first time… ? Rarely if at all. And it takes time to search, scroll, and swipe—then its click and wait while that wheel on your screen goes round and round.
Not very efficient. For busy marketing and communication professionals this is a huge time and money drain. Google and Facebook and others have spent millions trying to make this process faster and more accurate. They may improved the news upload speeds – but have failed in accuracy because human curators and editors are slow and expensive. (Facebook just fired a whole lot of curators). So the machine is invoked which uses complicated algorithms to track and sort trillions of news articles for billions of users.
For this to work Google and Facebook track your online footprint—likes, dislikes, websites visited, how long you spend on this and that—what you share, what you don’t. Very invasive—especially when you get peppered with ads—supposedly targeted just for you.
For those who need to know what’s going on, but don’t have the time for the above, a news aggregator can do it for you. But its costly—and still you have to log-on to a dashboard or open an email and click around, and scan articles with common keywords to find the content you want. There are clever professionals and companies that can do this for you—but you have to pay.
The more relevant your news is to you—the more it will cost as human curators have to step in after the machine has done its first pass.
So what do you do?
First: define exactly what you need. This may sound obvious but if you don’t do this properly, you will be chasing your tail refining this and that, changing search terms and keywords ad nauseam. Also your ability to leverage and analyse your data and measure performance will be difficult if you keep changing the parameters. The secret as is to get it right first time.
Second: Act like a fisherman/woman. News monitoring is like fishing – you never know exactly what you will catch. A large net with a fine mesh will help you catch a lot of fish—obviously. This is what many people in the public relations’ industry do when it comes to media monitoring—because it is the size of the catch (quantity) they use to measure their performance (justify their costs by providing AVEs). This is costly if a monitoring company charges by the article. This way you get a lot of grey small fish (passing mentions) which do nothing but muddy the waters. They are neutral in tone, do not carry a message and just have to be thrown back.
Third: Use a wider mesh to let these grey tiddlers through- and only retain fish of a certain type and size making them easy to sort, categorise and analyse. As it applies to content (articles) … designate what constitutes a keep-able article of relevant detail surrounding a keyword. One sentence or two or maybe one paragraph or two from key sources will suffice and cut down on those pesky passing mentions.
Fourth: Reduce the size of net (media universe) and make sure your content comes from reliable and important sources and key influencers. That also means drop your net in the right places to get the type of fish you want.
Collecting and counting clips from marginal sources that don’t reach your audience is avoided.
Fifth: Now you have caught the right fish from the right places—you will want to store them and sell them. In other words, you need to put the content in a place where you can access it whenever and wherever you want. Also have it so you can re-purpose, publish and share it.
Sixth: Also you want others to see the content—or else what is the point? Email newsletters, although the current standard are so 2010. Too much time to search through their emails looking for the latest news update. Too many clicks and scrolls to slow your busy day.
Now… towards a solution. First prize is an easy to read, easy to access mobile app where you can publish your news in your own online newspaper. Pictures, videos et al. Create different categories for each search string/term. Make it personal and powerful—you can summarise the story and rewrite the headlines to suit your audience. Create and upload your own content. This is content and/or news curation, creation and distribution at its best.
The KLEA solution? Create your own NewsRokit.