Training Course
Mastering Media Monitoring with AI and Data Analytics
Empower your communications, PR, and insight teams with essential skills in media monitoring. This practical course, powered by Locus Elite, teaches you to leverage advanced AI and data analytics for precise news and social media tracking, crisis detection, and generating actionable insights. Master modern techniques for navigating today's complex digital landscape, from Boolean logic to Generative AI applications.
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🎯Who Is It For?
✔️ This practical course is for communications, PR, insight, and compliance teams who want real, hands-on skills for today’s complex digital media landscape.
✔️ It’s ideal for clients of Locus Elite and select partner organizations — any team that needs modern monitoring, not generic “awareness” sessions.
🏆What You'll Learn?
Your team will learn how to:
✔️ Monitor local, regional, and international news outlets — from major publishers to emerging digital channels.
✔️ Track all major and fast-growing social media platforms — X (formerly Twitter), Facebook, Instagram, YouTube, TikTok, Snapchat, and more.
✔️ Build precise search queries with advanced Boolean logic, layered filters, and smart metadata use.
✔️ Apply robust quantitative and qualitative analytics, knowing when to create custom metrics and qualities.
✔️ Spot covert influencer campaigns, hidden sponsorships, and risky amplification patterns.
✔️ Detect early signs of crises or misinformation spikes — and know how to escalate confidently.
✔️ Use the latest AI tools — including NLP & Generative AI — to cluster data, test scenarios, and strengthen insights — always under responsible human oversight.
✔️ Visualize and report findings clearly — so senior leaders see actionable, defensible insights, not just noise.
🗂️ Course Structure — Modules & Topics
Monitoring Fundamentals
✔️ WH-questions for verifying stories
✔️ Fact vs. opinion, original vs. syndicated
✔️ Tracking trends across local & global outlets
Search & Filtering Mastery
✔️ Boolean logic: AND, OR, NOT, nesting
✔️ Using metadata: language, region, sentiment, influencer tags
✔️ Multi-layer filters for high-signal results
Analysis Rigor & Best Practices
✔️ Triangulating sources
✔️ Detecting duplication & misinformation
✔️ Minimizing bias in your data
Quantitative Analytics
✔️ Core metrics: reach, share of voice, sentiment
✔️ Custom metrics: negativity velocity, virality index
✔️ Stress-testing numbers for accuracy
Qualitative Analytics
✔️ Narrative frames, tone, bias
✔️ Identifying custom qualities
✔️ Manual vs. NLP-based pattern detection
✔️ Consistency checks & human Q&A
Influencer & Network Tracking
✔️ Spotting covert influencer activity
✔️ Mapping amplification flows
✔️ Identifying echo chambers & clusters
Crisis Monitoring & Escalation
✔️ Detecting early signals & misinformation spikes
✔️ Rumor tracing & source mapping
✔️ Packaging for internal escalation
Insight-Building & Reporting
✔️ The “So What?” test: from data to decision-ready insights
✔️ Scenario-based storytelling: best, worst, likely
✔️ Writing concise, actionable briefs
Visualization & Storytelling
✔️ Clean charts: bar, word clouds, share of voice
✔️ Source tagging, disclaimers & dashboard basics
AI Tools in Action — NLP & Generative AI
✔️ Keyword extraction & entity detection
✔️ Cluster mapping & sentiment trends
✔️ Using GenAI for scenario drafts & narrative stress-testing
Capstone Scenario
End-to-end challenge: Frame a search, filter smartly, run quant & qual checks, map influencers, test with AI — then deliver a clear insight deck.
⚙️ How It Works
✔️ Delivered live, virtually or on-site — fully interactive, practical, and discussion-based.
✔️ Choose your pace: standard (1 session/week) or accelerated (2–3 sessions/week).
✔️ Total duration: 4–12 weeks, depending on your team’s preference.
✔️ Hands-on practice with realistic dummy data or your real-world examples.
✔️ Trainers provide feedback at every stage — not just slides, but real coaching.
✔️ Minimum team size: 5 people.
Ready to be the team that cuts through the noise?
Let’s connect to sharpen your team’s insight advantage:
✅ Accelerate your team’s intelligence capabilities across media, compliance, and communications.
✅ Equip your organization with hands-on monitoring skills — not passive awareness.
✅ Sharpen decision-making with real-time insights, AI-powered analysis, and high-signal reporting.
✅ Support your transformation with a course designed for action — not just information.