Why and how you should monitor for podcast mentions
Here’s a look at how to think about monitoring the millions of podcasts out there for mentions of your brand or products.
Media monitoring is an essential tool for detecting and managing a crisis, and reporting on metrics like reputation, brand awareness and engagement. Yet, PR pros seem oddly hesitant to include podcasts in their monitoring strategies.
Why? Your organization might be small. Your brand might be niche. You might not be actively pitching podcasts. Yet, that doesn’t mean you can afford to leave them out of your monitoring.
Since January 2021, the number of people (over the age of 12) who listened to a podcast for the first time increased by 5% in the U.S. Another 10 million episodes were released and the total number of shows surpassed 2 million.
That’s a lot of people listening to a lot of conversations you’re not tuned into.
It’s a best practice to go beyond monitoring just for your brand, products and spokespeople. After all, no one works in a vacuum. And no matter how niche you think your brand is, you are part of a larger industry.
Hopefully, you already keep an eye on industry-specific trade magazines, newsletters, blogs and influencers in your media monitoring. Why not extend that to podcasts? With so many different shows, there’s bound to be at least one dedicated to your industry.
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