Media Tracking
Media tracking is the process of systematically monitoring when and how your brand is discussed across news sites, web sources, and social media platforms. Panalora combines this in a single dashboard through its Web Monitoring and social media monitoring features.
What is media tracking?
Media tracking notices content related to your brand or the keywords you define across news sites, blogs, and social media by checking at regular intervals. The goal is to find out about an important development quickly, without missing it.
How does brand tracking work across news and web sources?
Panalora's Web Monitoring feature checks Google Alerts/RSS-based web sources, shared web source discovery, and (optionally) paid external search at regular intervals, and shows new content related to your brand in the same dashboard, alongside your social media results. This means you don't need to search news sites or blogs separately for content about your brand.
Which sources are supported?
Panalora currently works with:
- X: keyword and conversation tracking
- Instagram: mention, comment, and supported hashtag tracking
- YouTube: keyword, channel, and comment tracking
- Web: news and web monitoring via Google Alerts/RSS, shared web source discovery, and optional paid external search
Facebook is supported through connected Page management; general keyword search is not supported due to Meta's official API restrictions.
How does AI analysis help?
Every piece of collected content is evaluated by AI: sentiment analysis (positive/negative/neutral) and relevance score surface content that is genuinely related to your brand, separated from the noise. Short summaries are also generated for long content.
What use is this during a crisis?
When an unexpected negative news story or wave of discussion emerges, regular monitoring cycles and the notification rules you define let you notice developments early and respond. Panalora does not currently offer a separate "crisis management" module; this need is met through the existing monitoring, sentiment analysis, and notification infrastructure.
Relationship to competitive analysis
While media tracking focuses on your own brand's visibility, competitive analysis presents the same data compared against your competitors. Used together, they answer both "where do we stand" and "how do we compare to competitors."