Why the public sector needs Media Monitoring services

We take a dive into why Media Monitoring services are needed by government departments.

The new iteration of the Media Monitoring framework is due to open for supplier applications in the new year. In this article, we look at why the public sector needs Media Monitoring services, and how they help improve the way government works.

What are Media Monitoring services?

Not necessarily centred around technology, Media Monitoring services analyse different streams of media and marketing. Looking at how successful these communications are, and current external trends too. This can include the provision of teams of people that can monitor communications of an organisation (such as print, social media, digital, broadcast and more). It also can be the supply of software or tools that enable the public sector to analyse and monitor themselves, in a self-service kind of way.

As well as monitoring how well their own organisation’s communications are doing, they use these to understand trends and to look at conversations currently taking place throughout their target demographic.

Why is it needed?

Like any other organisation, the public sector also needs to make sure their communications are up to scratch. With engaging with the public and meeting citizen needs a top priority, a range of methods are used.

Social media is increasingly becoming a huge part of this, as probably expected. A BDO Survey back in 2015 found that 100% of Local Authorities were using Twitter and 90% using Facebook. Using ways to monitor and analyse communications and media, lets governments and the public sector know what is currently being talked about – and if what they’re doing matches up!

How do they buy these services?

The public sector are currently using a framework called Media Monitoring and Evaluation & Related Services. This only runs until May 2020 however, which means we’re expecting a new iteration of the framework to open for supplier applications in the new year. The second iteration will be called just Media Monitoring, and we’re currently awaiting more details about when to expect the framework and how it’ll work, as they’ve just completed their market engagement.

So, if you feel you can provide what the public sector are looking for – and can aid in their analysis and monitoring of communications – the Media Monitoring framework might be the route to market for you!