Media analysts go through special training and education to begin offering their services. Once they are done with the training, they begin working as interns. Many of them also volunteer to gain the relevant experience. For the most part, their services are required in:
- Radio stations
- Magazines and newspapers
- Educational institutions
- Children’s programming departments
- Media watch groups
- Private think thanks
In most cases, the analysts start working as journalists. Many also enter this profession by starting as columnists and reporters. With such experience, they are then able to put their research skills to the test.
However, what do the analysts do?
Selecting Research Methods
Research is a critical part of the analyst’s job. Clients hire them to research the most suitable markets. As part of this task, clients expect them to analyze the most viable markets for specific products. For this to happen, the analysts have to demonstrate good judgment.
Often, the focus of the research is on the following issues:
- Readership
- Age range
- Education
Monitoring Social Media
Media analysts also have to stay in touch with all that’s happening in their clients’ social media accounts. For this reason, they have to keep monitoring social media. Many of them land projects that require spending hours on Twitter, Facebook, LinkedIn and Instagram.
The analysts understand that social media isn’t for teenagers alone. They appreciate the incredible power that social media holds in terms of marketing and influencing consumers to take specific actions or provide the much-needed feedback.
Some of the roles that analysts face while monitoring social media include:
- Reputation management
- Analyzing the traffic that the client’s website attracts
- Checking if the website has reputable links
- Interacting with users
Tracking Company Performance
How is the brand performing? The media analyst also has the task of tracking how the client’s company is performing at any given moment. In this regard, the performance the analyst is interested in mostly relate to media work.
Therefore, expect to find the analyst keeping a close check on magazines, newspapers, radio, and television. As part of the job, the analyst will mostly be interested in a number of issues that include the following:
- tracking the number of times the brand is mentioned on the platform
- the capacity at which the product is mentioned
- the number of viewers, readers, or listeners who heard about the product
- the impact of the product after the announcement or mention
Evaluating press releases
Additionally, it’s upon the analyst to check each press release. The reason for this is to ascertain that the release doesn’t contain any piece of information that could be damaging to the client’s brand. What is more, the analyst also does this with all broadcast coverage.
Occasionally, the brand will release specific stories to the public for various reasons. Regardless of the reasons, the media analyst is expected to keep track of the stories on all the different platforms on which they appear
Writing reports
The analyst’s job doesn’t end with analysis only. Instead, the professional is also expected to follow up the analysis with detailed reports. The reports would then appear before the relevant person or office for further input on the measures to take afterward.
It’s also worth mentioning that media analysts undertake qualitative and quantitative research. Once they are through with the research, they would then prepare media evaluation reports, which are essential for determining the effectiveness of a marketing campaign.
To conclude, the media analyst’s role is multifaceted in any organization. Most often, what this expert does depends on the nature of the industry in which the company hiring him operates. All the same, it’s safe to conclude that one must be ready for some laborious work.
In the United States, a media analyst earns an average salary of $49,972 each year. For this pay, the analyst should be ready for detailed job descriptions. The most important tasks to remember include monitoring company performance, research, and writing detailed reports.
