Rynge Media Monitor looks into social and traditional media on the Internet, based on specific key words and phrases defined by the user. Let’s say that I as an user adds “The Rynge Group” and “Ola Rynge” as specific key phrases. Then the Rynge Media Monitor looks into different sources for new content generated during the last two days, and then it keeps looking for new content until I remove the key phrases.

The results are then presented as an RSS feed, which is a standardize format for presenting frequently updated works. These feeds can be read through the most common e-mail programs (eg. Outlook, Thunderbird) or other specific RSS readers. We recommend the use of Google Reader which is free, but requires the user to sign up for a Google account. The advantage of Google Reader is that it is has a lot of functionality to share, delegate, sort and act upon the news results.

What can and should you do with the incoming articles/posts?

When looking at one of the results, you are probably asking yourself what to do with it.

Step 1 – is it relevant?

Relevant or irrelevant – is it irrelevant, you might want to refine your search term. If it is relevant information, then you should define in what way it is relevant.

Step 2 – how is it relevant

You should define certain categories that are relevant to you where you can sort incoming articles. The way I have defined my categories are: Possible leads, positive feedback, negative constructive feedback, negative non-constructive feedback, product development, key opinion leader, educative.

Step 3 – act

Depending on which category I act differently:

Possible lead
For possible leads I try to identify who is the persona that I need to get in touch with to see if this can be converted to a sale. If it is a possible lead, but it is another person in my organisation or network that should contact the lead, then  I forward it to their e-mail via the E-mail function at the bottom of each post in Google Reader.  Here I can add a note as well and suggest action points.

Feedback / Product Development
Positive feedback is always encouraging, so I share positive feedback with my organisation, but I also thank the person that published the positive feedback. If appropriate I might even suggest an additional service based on the positive feedback. I am however very careful to not be over selling.

Negative constructive feedback should be answered in a polite and respectful manner, explaining why the negative thing happened,  why the product do not include the specific feature or whatever the negative feedback is aimed at. Maybe an excuse is in place if a customer has been treated bad. Negative constructive feedback is very valuable if responded to in the right manner. The client could turn from being dissatisfied to become a raving fan due to your fast and caring answer. It could also be used for product and service development.

Negative non-constructive feedback is never easy to handle. You can say that you are sorry, but that is pretty much it. Sometimes non-constructive feedback is better left alone.

Key Opinion Leader
I use key phrases to identify who are the key opinion leaders for my industry in different networks. When identified, I follow them, I learn from them and I try to connect with them. When successful, the key opinion leaders likes you and your products and will spread the word about your excellence to their followers (which probably are your potential clients).

Educative
You probably consider yourself and your organization to be experts in what you are doing. To stay up to date with the latest trends, methods and news in your industry, you can use the media monitor as well. Read the interesting news, spread the word internally and externally through your networks. Add some thoughts or comment on the content if possible and you will probably be a key opinion leader yourself in your social network.

How do you work to stay on top of things today? Please share in the comment section below.

- Ola Rynge (@rynge)

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