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School of Business | Department of Marketing | Marketing | 2011
Thesis number: 12974
Utilization of media monitoring
Author: Tiihonen, Anne
Title: Utilization of media monitoring
Year: 2011  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: markkinointi; marketing; media; media; viestintä; communication; päätöksenteko; decision making; tietämyksenhallinta; knowledge management; business intelligence; business intelligence
Pages: 72
Full text:
» hse_ethesis_12974.pdf pdf  size:843 KB (862951)
Key terms: media monitoring; social media monitoring; sense making; knowledge creation; decision making; intelligence
Summary: The objective of the study is to discover the role of media monitoring in companies. In more detail, the utilization methods of the media monitoring results will be examined. This information will be portrayed on a three leveled information processing cycle of “The Knowing Organization” to discover how deep the information is processed in reality. Knowledge and intelligence are often represented as an aid for decision making and this research will broaden the scope by evaluating the utilization of information in different functions inc. marketing, communication, R&D and business intelligence, in addition to executive insight. The theoretical framework used will categorize the actions taken on the basis of this media monitoring into three levels: sense-making, knowledge creation and decision making. In addition, the utilization of social media monitoring will be glanced at. Method: Three companies are researched from differing industries. 12 people from these three companies were interviewed. The research is qualitative by nature and the interview is semi-structured by form. Findings: The findings portray that information from media monitoring is used always in sense making. The second level, knowledge creation does not occur on every instance and decision making may truly be based on media monitoring on a few accounts. This said, the level of utilization of media monitoring outcomes is related to the job description or function of the employee. Social media is still a difficult concept to approach and guidelines in companies for social media monitoring seem to lack. The main benefit of social media monitoring is providing a new channel for feedback, but due to anonymity this information is hardly reacted to.
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