Bahaa Al Zyoud, CEO of SPICA, the largest provider of media monitoring and analysis services in the region, emphasized that media monitoring and data analysis are essential components of reputation management processes and making the right communication decisions in companies, institutions and government entities.
Al Zyoud pointed out that data analysis based on listening and monitoring of media and competitors’ activities contributes to empowering the creation of effective messages that enhance trust between brands, their audience, and stakeholders.
He emphasized the importance of monitoring tools being capable of accurately handling the Arabic language, the native tongue of the region’s inhabitants.
He explained that many clients, from companies and organizations, diminished their trust in monitoring tools and companies due to their inadequacy in covering results in the Arabic language, as most of them are specifically designed for the English language and do not align with Arabic.
He mentioned that the evolution of the media monitoring process has opened the door to the use of software tools and artificial intelligence to accomplish many tasks, which include verifying everything published by media outlets and social networks regarding relevant files and activities, measuring media content trends, and assessing any changes, whether in sources, publication volume, or professional value, and the subsequent effects.
Following this, daily analysis of media issues is conducted to identify strengths and weaknesses to proactively anticipate potential crises, providing objectives and recommendations that assist the management in decision-making, formulating strategic plans, and maintaining a positive public image.
Al Zyoud explained that the use of software tools and artificial intelligence becomes particularly important in monitoring social media and the massive flow of what is published on it.
This helps companies measure audience reactions, analyze them, and monitor the flow of comments, signals, topics, and other messages.
Furthermore, he added that the use of advanced technological tools in monitoring the content of social media platforms can help mitigate the potential chaos that can arise from the quantity of posts on these platforms, as well as the use of diverse languages and terminologies, often accompanied by writing errors.
He also highlighted the increasing role of artificial intelligence and technological solutions in addressing many challenges facing media monitoring processes, including the information overload on the internet.
Companies must set clear objectives for their media monitoring efforts and focus on the most relevant media outlets to their operations or goals. Identifying important information priorities can also be aided by filtering and organizing techniques.
He mentioned that time constraints and resource limitations pose another challenge for companies in the media monitoring process.
Here, automated solutions can be used to expedite the process and prioritize media monitoring efforts, focusing on the most important platforms and content categories.
Al Zyoud added that media monitoring in multiple languages is of paramount importance for companies with a global customer base or those operating in multiple countries.
However, language difficulties can present a significant obstacle to the successful completion of the media monitoring process.
To overcome this issue, companies can use special tools for multilingual media monitoring or collaborate with linguists to assist in monitoring and analyzing media content.
He urged companies operating in this field to prioritize using the Arabic language when presenting their business results.
Arabic has increasingly become a prominent language in the realm of public relations and communication due to the expanding business opportunities in the Arab region.
It is essential to communicate with the region’s residents in their native language to ensure the proper and clear delivery of the message, facilitate the establishment of relationships with customers, and demonstrate consideration of cultural aspects.
He also emphasized that utilizing the Arabic language in the field of media monitoring aids in conveying information accurately and building trust with customers in the region.
In conclusion, Al Zyoud stressed that media monitoring can be a source of strength for companies and institutions, but it is a process that is not without challenges, which opens the door to increasing the use of artificial intelligence and technical tools to overcome these obstacles.
