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Even though it’s a digital world, traditional media matters for monitoring, writes Consultant Emma Britton. There’s nothing like a social media slam to give business leaders a wake-up. It might be a cranky customer who has hopped on Facebook in the wee hours, adding angry-face emojis to their diatribe. It might be criticism of your staff on Twitter by an upset ‘egg’ with three followers and a disdain for punctuation. Something about the immediacy and human face of social media means that comment, and the scattered retweets or likes that follow, can cut to the heart of a business. But while social media monitoring is