[1] It is based on analyzing a diverse range of media platforms in order to identify trends that can be used for a variety of reasons such as political, commercial and scientific purposes.
Publicists will track the number of times the company was mentioned within different platforms, including magazines, newspapers, blogs, and social media.
These entries are referred to as “clippings” and are compiled into monthly reports by the Public Relations firm and then presented to the client along with the circulation and impressions from these platforms.
The use of large-scale monitoring techniques by computer scientists enabled the exploration of different aspects of the media system such as the visualisation of the media-sphere,[6] the sentimental and objectivity analysis of news content.
Social media interactivity, such as likes, comments, and retweets, also contributed to the study, as they helped indicate whether or not a post was in agreement with the opinion of the general population.