Media monitoring comes in for its fair share of criticism. And thanks to the connected world of today, many organisations have tools freely available to do their own monitoring. But does this really give them the value that a dedicated monitoring and analysis agency would provide?

Media monitoring is one of those things that, at face value, seems easy to do. However, it actually requires specialist skills to extract all the business benefits from it. Keeping track of what is being said about a company or brand, their industry of operations or specific topics of interest, and even their competitors can provide a much-needed competitive advantage.

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