What do PR professionals expect from their media monitoring ?

The internet is, among many other things, a giant talking shop. Pretty much every second, a consumer will be offering unsolicited thoughts online on products, services and corporations. Half the world’s population now has a mobile phone and is happy to use it to share opinions.

Keen to tap into this audience of potential buyers and tastemakers, brands from insurance companies to interior designers have taken to social media to sell wares or enhance reputations. And there is no shortage of choice: channels such as Vine, Pinterest, WhatsApp, Snapchat and Google+ are common currency – and that’s before you get to Facebook, Twitter and YouTube.

#art