pr-media-monitoring

asgard-ai-platform ｜商業與營運｜原文｜ MIT

設定媒體監測，追品牌提及、情緒和聲量占比並訂好觸發動作

中文翻譯

---
name: "pr-media-monitoring"
description: "建立並執行媒體監測，追蹤新聞、社群和網路管道上的品牌提及、情緒和聲量占比（share of voice）。使用者需要追蹤外界怎麼談論他們的品牌、監測競爭對手的媒體曝光、及早發現新興的公關議題，或衡量活動觸及時使用，就算他們說的是「大家怎麼說我們」、「監測我們的品牌提及」、「追蹤競爭對手的公關動態」或「設定媒體警示」也一樣。"
metadata:
  category: "WP-02 品牌公關"
  tags: ["pr", "media-monitoring", "brand", "reputation"]
---

# 媒體監測

## 框架

```
IRON LAW: Monitor for Action, Not Just Awareness

Media monitoring that produces weekly reports nobody reads is waste.
Every monitoring setup must have TRIGGER ACTIONS defined: if sentiment
drops below X, alert the PR team. If a competitor launches a campaign,
notify marketing within 24 hours. No triggers = no value.
```

### 監測面向

| 面向 | 追蹤什麼 | 工具 |
|-----------|-------------|-------|
| **聲量（Volume）** | 提及次數隨時間的變化 | Google Alerts、Mention、Meltwater |
| **情緒（Sentiment）** | 正面／中性／負面的比例 | Brandwatch、Talkwalker、人工編碼 |
| **聲量占比（Share of Voice）** | 你的提及數 vs 競爭對手的提及數 | 產業報告、自訂儀表板 |
| **來源（Source）** | 提及出現在哪裡（新聞、社群、論壇、部落格） | 平台分析、社群聆聽工具 |
| **影響者（Influencer）** | 誰在談論（觸及、權威度） | BuzzSumo、社群平台分析 |
| **主題（Topics）** | 哪些主題／關鍵字與你的品牌有關聯 | 關鍵字分群、主題模型 |

### 設定步驟

**Phase 1：定義關鍵字**
- 品牌名稱 + 常見的拼錯
- 產品名稱、CEO 姓名、主要高階主管
- 競爭對手的品牌名稱
- 產業關鍵字（作為脈絡）
- 用來排除不相關結果的否定關鍵字

**Phase 2：選擇管道**
- 新聞（傳統媒體、網路新聞）
- 社群媒體（Facebook、IG、X/Twitter，台灣要加 PTT、Dcard）
- 論壇與評論網站
- 影片（YouTube、TikTok）
- Podcast（新興管道，比較難監測）

**Phase 3：設定觸發條件**
| 觸發條件 | 門檻 | 行動 |
|---------|-----------|--------|
| 負面情緒暴增 | 24 小時內增加超過 20% | 立刻通知公關經理 |
| 競爭對手發表新產品 | 任何提及 | 通知行銷團隊 |
| 影響者提及（追蹤者超過 1 萬） | 任何提及 | 評估是否有互動的機會 |
| 偵測到危機關鍵字 | 「召回」、「訴訟」、「醜聞」+ 品牌 | 啟動危機程序 |

**Phase 4：報告節奏**
- 針對危機觸發條件的即時警示
- 給公關團隊的每日摘要
- 給行銷主管的每週摘要
- 給高階主管團隊的每月報告（聲量、情緒、聲量占比趨勢）

## 輸出格式

```markdown
# Media Monitoring Report: {Brand} — {Period}

## Summary
| Metric | Current | Prior Period | Change |
|--------|---------|-------------|--------|
| Total Mentions | {N} | {N} | {%} |
| Sentiment (Pos/Neu/Neg) | {%}/{%}/{%} | ... | ... |
| Share of Voice | {%} | {%} | {±%} |

## Top Mentions
| Date | Source | Headline/Summary | Sentiment | Reach |
|------|--------|-----------------|-----------|-------|
| {date} | {outlet} | {summary} | +/0/- | {est. reach} |

## Alerts Triggered
| Date | Trigger | Action Taken |
|------|---------|-------------|
| {date} | {what happened} | {response} |

## Competitor Activity
| Competitor | Mentions | Key Activity |
|-----------|----------|-------------|
| {name} | {N} | {what they did} |

## Recommendations
1. {action based on findings}
```

## 注意事項

- **情緒分析並不完美**：自動化工具會誤判諷刺、產業行話和依賴脈絡的語言。每週要人工檢查一個樣本來校準。
- **PTT／Dcard 在台灣很重要**：對台灣品牌來說，PTT 和 Dcard 是關鍵管道，很多國際監測工具涵蓋得不好。要考慮本地工具或人工監測。
- **聲量暴增 ≠ 危機**：一個正面提及你品牌的爆紅迷因，也會造成聲量暴增。不要慌，先看情緒再決定要不要升級。
- **監測競爭對手是合法且合乎倫理的**：追蹤競爭對手被公開提及的內容是標準做法。取得私人資料或冒充競爭對手則不是。

## 參考資料

- 危機升級程序請看 pr-crisis-response skill
- 台灣專屬的媒體生態請看 `references/taiwan-media.md`

英文原文

---
name: "pr-media-monitoring"
description: "Set up and conduct media monitoring to track brand mentions, sentiment, and share of voice across news, social, and online channels. Use this skill when the user needs to track what's being said about their brand, monitor competitors' media presence, detect emerging PR issues early, or measure campaign reach — even if they say 'what are people saying about us', 'monitor our brand mentions', 'track competitor PR', or 'set up media alerts'."
metadata:
  category: "WP-02 品牌公關"
  tags: ["pr", "media-monitoring", "brand", "reputation"]
---

# Media Monitoring

## Framework

```
IRON LAW: Monitor for Action, Not Just Awareness

Media monitoring that produces weekly reports nobody reads is waste.
Every monitoring setup must have TRIGGER ACTIONS defined: if sentiment
drops below X, alert the PR team. If a competitor launches a campaign,
notify marketing within 24 hours. No triggers = no value.
```

### Monitoring Dimensions

| Dimension | What to Track | Tools |
|-----------|-------------|-------|
| **Volume** | Number of mentions over time | Google Alerts, Mention, Meltwater |
| **Sentiment** | Positive / Neutral / Negative ratio | Brandwatch, Talkwalker, manual coding |
| **Share of Voice** | Your mentions vs competitors' mentions | Industry reports, custom dashboards |
| **Source** | Where mentions appear (news, social, forums, blogs) | Platform analytics, social listening tools |
| **Influencer** | Who is talking (reach, authority) | BuzzSumo, social platform analytics |
| **Topics** | What themes/keywords are associated with your brand | Keyword clustering, topic modeling |

### Setup Steps

**Phase 1: Define Keywords**
- Brand name + common misspellings
- Product names, CEO name, key executives
- Competitor brand names
- Industry keywords (for context)
- Negative keywords to exclude irrelevant results

**Phase 2: Select Channels**
- News (traditional media, online news)
- Social media (Facebook, IG, X/Twitter, PTT, Dcard for Taiwan)
- Forums and review sites
- Video (YouTube, TikTok)
- Podcasts (emerging channel, harder to monitor)

**Phase 3: Set Triggers**
| Trigger | Threshold | Action |
|---------|-----------|--------|
| Negative sentiment spike | >20% increase in 24hrs | Alert PR manager immediately |
| Competitor product launch | Any mention | Notify marketing team |
| Influencer mention (>10K followers) | Any mention | Evaluate for engagement opportunity |
| Crisis keyword detected | "recall", "lawsuit", "scandal" + brand | Activate crisis protocol |

**Phase 4: Reporting Cadence**
- Real-time alerts for crisis triggers
- Daily digest for PR team
- Weekly summary for marketing leadership
- Monthly report for executive team (volume, sentiment, SOV trends)

## Output Format

```markdown
# Media Monitoring Report: {Brand} — {Period}

## Summary
| Metric | Current | Prior Period | Change |
|--------|---------|-------------|--------|
| Total Mentions | {N} | {N} | {%} |
| Sentiment (Pos/Neu/Neg) | {%}/{%}/{%} | ... | ... |
| Share of Voice | {%} | {%} | {±%} |

## Top Mentions
| Date | Source | Headline/Summary | Sentiment | Reach |
|------|--------|-----------------|-----------|-------|
| {date} | {outlet} | {summary} | +/0/- | {est. reach} |

## Alerts Triggered
| Date | Trigger | Action Taken |
|------|---------|-------------|
| {date} | {what happened} | {response} |

## Competitor Activity
| Competitor | Mentions | Key Activity |
|-----------|----------|-------------|
| {name} | {N} | {what they did} |

## Recommendations
1. {action based on findings}
```

## Gotchas

- **Sentiment analysis is imperfect**: Automated tools misclassify sarcasm, industry jargon, and context-dependent language. Manually review a sample weekly to calibrate.
- **PTT/Dcard matter in Taiwan**: For Taiwan brands, PTT and Dcard are critical channels that many international monitoring tools don't cover well. Consider local tools or manual monitoring.
- **Volume spikes ≠ crisis**: A viral meme mentioning your brand positively creates a volume spike. Don't panic — check sentiment before escalating.
- **Competitor monitoring is legal and ethical**: Tracking public mentions of competitors is standard practice. Accessing private data or impersonating competitors is not.

## References

- For crisis escalation protocol, see the pr-crisis-response skill
- For Taiwan-specific media landscape, see `references/taiwan-media.md`