How does a a side project really improved media monitoring capability for a public health organization ? Knowing what is said in the media, on social networks, or what public opinion thinks is the first step for an organization's communication. For some organizations, particularly in public health, knowing this information can be vital and have a direct impact on their activities

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Make media monitoring great again
Methods and results
How does a a side project really improved media monitoring capability for a
public health organization ?

2. @andrinivo
● « Old school », fully human-based media
monitoring method could be
– Tedious
– Time consuming
– Incomplete and difficult to exploit for advanced needs
or uses (ability to trace the history, processing of the
database, ...)
–

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● Existing software-based solution can offer
advanced tools but
– Can not cover traditional medias (at least in
Madagascar)
– Can not (yet) take into account the contaxtual
specificities
– Cost ~1.500 USD/year

4. @andrinivo
Curation Processing
Alerts
&
Analysis
100 % automatic and
instantaneous
Human + curation tools
(alerts, RSS, ...)
Alert and data ; computed
Interpretation : Human
The method

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First step : Content curation
More than
200
sources
Processing
Le
Monde
L’Expres
s
Human tasks
Using curation tools (RSS feed, Alerts,
Notifications, …)
30~60min/day for information gathering
(More quickly when collaborative)

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Processing

7. @andrinivo
Processing : let it do work
● Alerts and filtering
– Near-real-time listening capability on more than 200
sources (national, international, social media)
– In an heterogeneous organization, each specialist
can filter and choose to be alerted instantaneously
only by the information that concerns him/her without
having to browse newspapers

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Processing : let it do work
● Measure
– What is the organization associated with? how is it
perceived in the media and in public opinion?

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Processing : let it do work
● Measure
– Measure the impact of (1) communication actions and
/ or (2) other events (polemics, epidemics, ...) on the
image of the organization
Event
Campaign
Outbreak

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Analysis

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Analysis
● Anticipate
– Decision support tool: Observe recurrences,
anticipate risks in communications, prepare and
prepare top / middle managers accordingly

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Analysis
● Identify
– Tool for Press
Relations
– Identify the trends
and languages of
journalists and
press organizations:
– Who are the
potential
ambassadors?
– Who should be
more cautious?

13. @andrinivo
Tool just helps
Human expertise makes it useful

14. Sitraka ANDRINIVO
@andrinivo