Turning News Into Knowledge

A story on the front page of the Ottawa Citizen today featured this headline:

Media monitoring trumps polling spending; Government more interested in what media says than in opinion of average voter.

This story by Glen McGregor immediately and not surprisingly captured my attention since MediaMiser builds technology and offers services for media monitoring and analysis. I certainly was interested in the reporter’s take on how the Government of Canada has been moving resources from public opinion polling to media monitoring.

The headline, however, like many others in the news, seemed worded to provoke rather than to illuminate. Not a problem I thought. The headline’s job, after all, is not to tell the story, but rather to draw in the reader. It’s the lead’s job to take us to the heart of the story. Unfortunately, I do have some issues with the lead.

Media monitoring is not used for research

First, media monitoring is not used for research purposes. The role of media monitoring is to keep decision makers, including government staff, up to speed with current events and the nature of media coverage on those events.

This is something MediaMiser does very well. In fact, our technology and services have enabled our public-sector clients to both spend less money on resources and obtain better information for government decision-makers.

Media analysis is used for research

In-depth media analysis is where the research component happens. This is something MediaMiser is very familiar with, and we’re very good at it. When we developed our technology 8+ years ago, our main objective was to turn news into knowledge. That’s what we did for our first clients and what we still do for the majority of our current clients, most of whom, interestingly enough, reside in the private sector.

The reason why media analysis is so important is not just because it’s just cost effective, but also because it, unlike polling, can provide clients with the intelligence they need very quickly.  Media analysis, done right, also supplies the type of insight polls can’t offer.

For example, before the last recession, most polls were reporting a high public confidence in the economy. At the same time, media gatekeepers were taking a decidedly less rosy view and sending out warning signals. Unfortunately, many governments tended to put their faith in the public polls. The rest is history.

Also, within the Canadian government, we have seen, time and again, polls not being able to predict which way public opinion will shift. Case in point, Canada’s long-form census debate only became an issue when the media reported on it. It wasn’t until the media educated the public that most Canadians became aware of the role the long-form census played in government and business decision making. To be fair, others empathized with the government’s stated intent to protect privacy.

As media monitoring and analysis firms tracked the issue, most of us were able to measure public opinion on the issue as it played out in social media.

Social media means spending more dollars

One thing not addressed in the Citizen story is the amount of money dedicated to monitoring social media where individual opinions are expressed in nanoseconds. As we have seen recently in Egypt, Iran, and in Canada’s own G20 gathering, when the public speaks in large numbers through Twitter, Facebook, and other social media channels, wise governments sit up and take notice. In fact, when social media is properly analyzed, the voice of the people comes through loud and clear. However, monitoring and analyzing social media, while very effective, is not cheap. Monitoring and analysis firms are continually making big investments in software, hardware, and people. Working with vast amounts of information, requires a lot of computing power, but I believe that ultimately this computing power is far more cost effective than polling.

Much of the monitoring budgets are paid to content providers

Ironically, part of Glen McGregor’s salary is subsidized by corporate clients such as the Government of Canada. Like other monitoring and analysis clients, the government has to pay royalties to such media companies as Postmedia, the Ottawa Citizen’s owner. No complaints here. It’s only fair that the media be compensated for intellectual property. If the government were to acquire that content without paying, it would breaking its own copyright laws.

Conclusion

Yes, polling is still a valuable piece to the research puzzle. However, with the emergence of new technologies and the growing importance of social media, the role of other types of research-gathering methodologies should be neither ignored nor condemned. If they are, it will be to the detriment of society and the new transparency that comes to the forefront with every tweet and every media story.

Personally I don’t believe “departments are left to formulate policy in the dark.” They simply are applying something most people already know. Traditional and social media not only provide us with knowledge that helps form our opinions but also reflect what the public is thinking.

Furthermore, in some cases, the social media space is fast creating a 21^st century alternative to yesterday’s sample population universe.

This post is co-authored with Claudine Wilson, APR, special projects manager at MediaMiser

Would you spend more on a product if it was coming from a socially responsible company? Would you take a pay cut to work at a socially responsible company?

Chances are, if you’re a female aged 18-39, you would, according to an Abacus Data national poll. The poll revealed on average, around 60 per cent said they were willing to spend $8.62 or more on a $100-dollar product or service from a socially responsible company. In addition, 50 per cent (mainly those 18-39) said they would take a pay cut to work for a company that is socially responsible.

If Canadians are attuned to social responsibility, what about companies? Those who made presentations on their corporate social responsibility (CSR) programs at the Corporate and Community Social Responsibility Conference (Nov. 10) certainly are.

The workshop stream we attended included insights into some innovative programs and campaigns by some of the country’s best-known corporations, including Xerox Canada, KPMG, Export Development Canada, SaskTel, and Cisco Canada.

Andrew Souvaliotis from Air Miles for Social Change discussed three kinds of approaches to sustainability – compliance, strategic, and transformative – and went on to explain his company’s program to use environmental reward points to transform Canadian consumer buying habits.

Tim McGurrin from Canada Post provided details on how the corporation set up a registered, arms-length, charitable foundation to “deliver hope” to grassroots organizations dealing with mental health issues. Since June 2006, the program has raised more than $2.6 million.

Susan Henry discussed Alterna Savings’ small business development program that offers micro-loans to individuals who normally would not qualify for them. What we found most impressive about the Community Micro-Loan Program was that when a third party measured the program’s social return on investment (SROI), the outcomes were significant. Since receiving their loans and developing their businesses:

• 70% moved to a better home (20% became home owners)
• their families are eating healthier (33%)
• more than 60% hired others
• 50% of those who were on social assistance no longer rely on government subsidies – a saving to taxpayers estimated at $2 million.

Alterna’s SROI demonstrates that effective CSR programs can have a tremendous impact on society, and Emechete Onuoha from Xerox Canada provided insight into the type of corporate philosophy that drives these some of these kinds of initiatives: “Business strategy matters, but values matter more. Culture eats strategy for lunch.”

We felt right at home at this conference, especially since we’re members of MediaMiser’s first-ever employee CSR committee. While our firm is small (ant) compared to the companies (elephants) at the conference, we know that ants can make a difference.

The recently concluded IABC World Conference (June 6-9, 2010) brought together an amazing mix of PR practitioners from world over. Though primarily North American in flavour, bumping into PR professionals from the other side of world was not uncommon.

The event organizers deserve a pat on the back for pulling off a massive event like this without a hitch. The welcome reception at the ROM (Royal Ontario Museum) was a great idea, I was really excited about the seeing the museum but couldn’t weave my way out of meeting people. The Dinosaur skeleton was as far as I could make in terms of exhibit

The sessions were well planned with relevant topics and right strategic focus and was well supported by top-rated speakers. I really wished I had a time machine that would allow me to attend in parallel all the great sessions. I hated to choose one over another. My absolute favourite was Max Brown’s session on “Real Leadership: what’s love got to do with it”. Max is great speaker and while conceptually the ideas were nothing that you haven’t heard before, his passion and examples chosen to deliver the concept were exceptional. His delivery style had the audience both laughing and crying.

Another session that I found full of practical tips for budding PR executives was by <Cyrus Mavalwala and Adrian Cropley. Cyrus and Adrian very articulately highlighted the tool set all PR professionals need to have and their “Communicator – Client Relationship Model” is easy to understand and implement. What resonated the most with me – “Define your own self as a brand, don’t leave this important task to others.”

The IABC 40th Anniversary Cake c/o BusinessWire blog

On the fun side, MediaMiser’s Rockets added lot of fun to the exhibit hall, OH Canada! party was lavish. And, I was literally wide-eyed seeing the widest cake ever (that I have ever seen), to celebrate IABC’s 40^th anniversary. I am still wondering how they transported that cake!!!

Fresh from the recent hiring spree, we thought it will be a good idea to do an informal “qualitative” check on how MediaMiser is perceived by the budding Mediamites on our Client Services team. Caught amidst the memories of prior work places still lingering on their minds, and the silent mental appraisal of the new work environment, our newest staff sure had some great insights on our work culture and atmosphere.

Here’s a peek at some of the thoughts:

“There are a lot of opportunities to be creative in this constantly changing media landscape, and innovation is definitely embraced at MediaMiser, which is what makes it such a great place to work.” – Jayna Hart, Media Analyst

“There is a great sense of team unity which is embraced at MediaMiser. Anyone lucky enough to join this great group really wants to be a part of the work ethic and values that all MediaMiser employees demonstrate towards their clients and each other.” – Greg MacDonald, Media Analyst

“The first thing I noticed as an intern starting at MediaMiser, is how everyone immediately made me feel welcome and part of the team. MediaMiser is a very comfortable and easy going place to work.” – Tiffany Bleackley, Media Monitoring Specialist

“From day one, the staff and atmosphere at MediaMiser made me feel right at home. The people who work at MediaMiser are very friendly and extremely easy to get along with. The beautiful, modern office provides a comfortable environment for employees to conduct their work. Besides the great people, stimulating work, and elegant office, the abundance of coffee and cake definitely makes working here that much better!”    - Paul Koziara, Media Monitoring Specialist

“MediaMiser is as much, if not more, about the people as it is about the software. Getting to know the people behind the company has greatly helped me understand MediaMiser and what they offer. The fun-loving people behind the scenes are what make this company great and I am delighted to be a part of that growing family.” – Peggy Prahl, Media Monitoring Specialist

MediaMiser is a solutions company founded by PR professionals. We are always interested in dynamic self-starters from the public relations and the technology industry. If you feel you can help make a difference on the MediaMiser team, you could be the person we are looking for. For updated information check out our careers page

Perspectives is a blogging series written, researched and compiled by teams of MediaMiser staff from Client Services, Sales, and R&D. This post was contributed by Pragya Dubey, Tiffany Bleakley and Greg MacDonald

It’s often been said that a company’s corporate culture is one of the most valuable assets that a company can own. But as a company grows, how does growth affect its corporate culture?

Recently awarded a Bronze for Fastest Growing Bootstrap at Exploriem.org’s Bootstrap Awards, it’s no doubt that MediaMiser has been growing rapidly over the past few years. The award provoked a thought about the relationship between MediaMiser’s ‘bootstrap’ roots and its affect on our corporate culture.

Beginning as a ‘bootstrap’ organization, the idea of “getting up on your own” has made itself a part of our culture, by empowering employees to develop innovative approaches to media analysis.

By definition, “bootstrap” refers to a group of metaphors that share a common meaning: a self-sustaining process that proceeds without external help.”

The smaller nature of bootstrap organizations enables colleagues to work closely both professionally and socially, which may play a major role in the development of corporate culture.

Boosting morale, teamwork and efficiency, a positive corporate culture is key to recruiting the most suitable candidates for a growing company.

As the media landscape changes so quickly, MediaMiser’s culture of synergism and innovation has become a central part of our growth and success.

Because bootstrap organizations start out smaller, is it possible that they have a stronger sense of teamwork and interconnectivity which carries through as the company grows?

What do you think?

Perspectives is a blogging series written, researched and compiled by teams of MediaMiser staff from Client Services, Sales, and R&D. This post was contributed by Shirley Schiavo, Jayna Hart, and David Kalec.