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Tips for Monitoring the Media and Web~ The Internet helps you monitor media results at low cost. Google and other information aggregators let users set up free news tracker tools, and will even provide media reports in your inbox for free. Most media outlets have searchable Web sites. For more money, of course, you can use LexisNexis for a more comprehensive and detailed review. ~ Online activities can be tracked and measured at relatively low cost. ~ Encourage your constituents to write stories and send them to you. These stories are powerful tools for your evaluation; they help you track the progress of your constituency-building efforts. ~ Podcasts and online journals from the field can also be used as input for your evaluation. ~ Remember to track effects of paid media or advertising. You need this information for the next time you consider paying for media space. If you have secured unpaid media, track its results as well. ~ If you're getting more calls from reporters, or even if they return yours, it's a very good sign of progress. Track it! |
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