If you are looking to compare Meltwater vs Brandwatch, please take a look at these 5 Questions to Ask PR Software Vendors before doing anything else. Hopefully you read the above post before signing any contracts.
The biggest mistake you can make is investing in a traditional media monitoring platform for the purposes of listening to social media conversations. The opposite is also true. Investing in a social media monitoring tools for the purposes of monitoring media coverage is not a smart decision either.
Regardless what a salesperson tells you, you need to do your own research.
Now, in full transparency, I use Brandwatch to analyze the media. This is a little different than “coverage monitoring” though. With Brandwatch, it’s more about text analysis and uncovering hidden brand narratives.
The challenge is that many of these software providers have language on their websites that would lead some to believe that they do it all. And while a portion of that might be true, most of the time its only surface level data and won’t provide the insights you really need.
Traditional media monitoring is meant to uncover which media outlets are writing about your brand, product or a topic that you were tracking against. In some cases, these platforms will also show how many times each article, or a set of articles are being shared on various social media channels. Many times, they will also integrate Similarweb for the purposes of tracking UVMs (Unique Monthly Visitors) and SEOMoz for tracking search rankings.
On the other hand, social listening tools are meant to track the conversations happening on social networks, but it can also include news, blogs, and forums. There are some additional similarities but most of the time these tools provide deeper analysis and will also include a brand channel’s social media analysis. I wrote a more detailed summary of social media technology so you can see how these software providers are segmented and what they can be used for.
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