Fullintel Moves Multinational Construction Company to Human-Curated Measurement for a Better Understanding of Media Impact
The Client
A construction, property, and infrastructure multinational with operations in Asia, the Americas, and other regions across the globe.
The client’s previous entry-level automated media monitoring and measurement approach did not allow for effective campaign measurement, provide a full understanding of media impact, and often included irrelevant mentions.
Fullintel migrated the company to a human-curated communications measurement program, including a powerful and adaptive framework that monitors, measures, analyzes and processes all the outputs of the company’s PR efforts. Fullintel’s human-curated system now provides much more accurate measurement of outputs and outcomes, allowing the client to achieve its communications goals.
The Challenge
The client possessed a global media footprint requiring a robust and fast-moving media measurement program fed by content sources around the world (even those behind paywalls or other gateways). But its previous automated media monitoring and measurement approach did not allow for effective campaign measurement or provide a full understanding of media impact, and often included many irrelevant or missing mentions.
That’s why Fullintel proposed a human-curated media monitoring and measurement program underpinned by relevant and timely social and traditional media content, and led by a dedicated analyst that knows the company’s business and industry intimately. The program included the following objectives:
Measure the impact of construction and development campaigns
Track and analyze media efforts around company-managed housing
Improve outcomes around measurement efforts and improve content relevancy
Get a handle on the satisfaction of residents and its impact on the company's reputation, especially during times of crisis
Monthly analysis of competitor performance and industry developments
The company also wanted to use Fullintel to help it meet an internal communications goal of keeping traditional and social media negative sentiment at or below 25 percent each month.
The Solution
Fullintel's reporting strategy was proposed to include a range of advanced qualitative and quantitative metrics, delivered monthly and fed by traditional and social media content from a key source list identified by both Fullintel and the client.
- Entry-level automated monitoring
- No effective campaign measurement
- Irrelevant or missing mentions
- Limited view of reputation & sentiment
- Dedicated analyst, human-curated reporting
- Media Impact Scoring (MIS) on every story
- Noise-free, accurate data worldwide
- Tracked sentiment vs. a 25% ceiling
Media Impact Scoring (MIS), a customizable, weighted metric combining reach, sentiment, prominence, outlet tier, headline visibility, spokesperson quotes, and key source performance.
Exclusive media monitoring resources dedicated to the client's specific regions, sources, and channels to maintain proper context.
Sentiment & impact scoring for public opinion, tracked via social media alongside traditional coverage.
Influencer identification, tracking key opinion leaders to improve engagement and campaign reach.
Regional & business-unit benchmarking across U.S. regions, communities, developments, and construction projects.
The Deliverables
Fullintel delivers a mix of daily, weekly, and monthly reports to the communications team, pairing fast-turnaround human-curated newsletters with deeper, data-driven analysis for senior stakeholders. Reports are based on content across North American traditional and social media channels.
Daily & weekly monitoring
- Media Impact Report — daily, human-curated newsletter covering the prior 24 hours of coverage, categorized by reach, sentiment, MIS, and media type
- Communities Business Social Media Report — daily report highlighting community developments and social media issues
- Brand Report — single-page weekly dashboard covering campaign efforts, volume, reach, media types, sentiment, regions, journalists, and key sources
Monthly & strategic analysis
- Peer Media Report — deep analysis of competitor affordable-housing commitments, city council/planning commission coverage, and Silicon Valley real estate impact
- Social Media Metric Report — monthly supplement with metrics organized by topics, sentiment, impact, trending keywords, and influencers
- Human-Curated Monthly Media Analysis — data-driven, graphic-rich dashboard report showing campaign effectiveness metrics for senior stakeholders
The Result
Fullintel’s push to a human-curated reporting strategy, over the client’s previous (and ineffective) automated approach, helped the company more effectively measure its PR efforts around its many North American communities and other projects. Detailed reporting of coverage in traditional media and social media channels helps the client better understand its impact, brand reputation, and the sentiment and opinions of residents and other stakeholders.
At the same time, Fullintel’s human-curated approach provided always-relevant coverage and noise-free data – something automated monitoring and reporting simply can’t do.
This approach also helped the communications team meet its internal communications goal of keeping traditional and social media negative sentiment at or below 25 percent each month. The company can now monitor, track, measure, and analyze all its traditional and social media efforts, including those around specific business units and initiatives such as housing communities, through a series of deep metrics, including MIS.
The company can also accurately measure public and customer sentiment through social media, allowing it to quickly identify any issues in communities and take action before they become significant problems.
Make your media data a strategic input.
Let Fullintel be your managed-services partner for media monitoring and reporting. Book a 30-minute, interactive demo to see it on your own coverage.