Social Listening and Media Intelligence Techniques Training Course offered by Oxford Training Centre is designed to equip communication professionals with advanced analytical capabilities for understanding audience sentiment, tracking digital trends, and measuring media impact across multiple platforms. This course, part of Media and Public Relations Training Courses, focuses on how social listening and media intelligence can drive strategic communication decisions, strengthen brand reputation, and optimize engagement strategies in a data-driven communication landscape.
In today’s dynamic media environment, understanding the conversations surrounding a brand, organization, or public issue is essential. The Social Listening and Media Intelligence Techniques Training Course provides participants with the tools and methodologies to monitor, analyze, and interpret data across social and traditional media channels. By leveraging insights from platforms such as Brandwatch and Meltwater, participants will learn how to identify trends, detect sentiment shifts, and translate media intelligence into actionable strategies for communication and public relations.
The course integrates analytical thinking with modern communication strategy, enabling professionals to build stronger, evidence-based narratives and proactively manage online reputation. It covers practical applications of social media monitoring and insights, media analytics and sentiment tracking, and digital communication analytics, ensuring that participants can measure impact and refine their communication effectiveness in real time.
Throughout the programme, participants will gain a deep understanding of social listening tools and platforms, media data interpretation, and brand intelligence management, which are now integral to the evolving world of journalism, marketing, and public relations. This training goes beyond traditional communication analysis to explore predictive intelligence, competitive benchmarking, and stakeholder perception monitoring.
By the end of the course, attendees will be able to design and implement comprehensive media intelligence systems that guide communication planning, inform crisis response, and enhance corporate visibility. The Social Listening and Media Intelligence Techniques Training Course empowers professionals to apply data-driven insights for reputation management, media strategy, and organizational decision-making with precision and confidence.
Objectives
Upon completion of this social listening training course, participants will be able to:
- Understand the principles and frameworks of social listening and media intelligence.
- Utilize major social listening tools and platforms (Brandwatch, Meltwater) for data monitoring and sentiment analysis.
- Apply media analytics and sentiment tracking training to evaluate brand perception and audience engagement.
- Conduct digital communication analytics to guide strategic planning and public relations initiatives.
- Integrate media intelligence into crisis management and communication strategy development.
- Interpret large datasets to extract actionable insights that enhance decision-making.
- Evaluate the effectiveness of social campaigns through measurable intelligence techniques.
- Establish performance benchmarks for monitoring online reputation and communication outcomes.
- Develop frameworks for social reputation and brand intelligence management.
- Apply findings from media intelligence to optimize storytelling and stakeholder engagement.
Target Audience
This course is suitable for professionals across communication, marketing, and data-driven roles who are responsible for strategic media oversight, reputation management, and audience analytics. Ideal participants include:
- Public relations and corporate communication professionals seeking to apply analytical methods to media strategy.
- Digital marketing and brand managers responsible for audience engagement and campaign tracking.
- Journalists and editors interested in media intelligence and analytics training for editorial planning.
- Social media and community managers aiming to enhance brand monitoring and sentiment analysis.
- Government communication officers and NGO communication teams tracking public sentiment and media influence.
- Data analysts and insight specialists supporting communication strategy with digital intelligence.
- Business strategists using social media monitoring and insights to guide decision-making.
- Crisis communication and reputation management professionals needing predictive media insights.
How Will Attendees Benefit?
Participants in this media analytics and sentiment tracking training will gain a wide range of strategic and technical advantages:
- Acquire advanced skills in digital communication analytics for performance measurement and media evaluation.
- Develop hands-on experience with social listening tools and platforms to monitor brand and issue conversations effectively.
- Build the ability to extract actionable intelligence from unstructured social and media data.
- Strengthen data interpretation and reporting techniques for senior management and stakeholder communication.
- Learn how to use analytics to forecast audience reactions and manage emerging crises.
- Improve collaboration between communication, marketing, and insight teams through shared intelligence frameworks.
- Gain confidence in aligning analytical insights with communication goals and brand strategy.
- Enhance organizational reputation by making data-driven communication decisions.
- Obtain a professional foundation in social reputation and brand intelligence management and its role in public communication.
- Advance career potential through mastery of social listening and media intelligence competencies demanded in today’s media landscape.
Course Content
Module 1: Fundamentals of Social Listening and Media Intelligence
- Concepts, scope, and evolution of media intelligence and listening.
- Importance of data-driven communication in modern media strategy.
- Overview of key industry tools, technologies, and frameworks.
Module 2: Platforms and Tools for Social Media Monitoring
- Practical training on Brandwatch, Meltwater, and other monitoring systems.
- Setting up dashboards for real-time tracking and analysis.
- Configuring keyword lists, sentiment filters, and data alerts.
Module 3: Media Data Collection and Interpretation
- Data sourcing from social and traditional media channels.
- Identifying and eliminating noise in data streams.
- Techniques for transforming raw data into actionable insights.
Module 4: Sentiment Analysis and Communication Insights
- Measuring audience sentiment and emotional tone in content.
- Using text analytics for issue tracking and trend identification.
- Applying sentiment findings to guide media strategy and content creation.
Module 5: Strategic Application of Media Intelligence
- Integrating insights into public relations and crisis management plans.
- Using media data for campaign planning and performance evaluation.
- Linking audience intelligence to storytelling and engagement models.
Module 6: Measuring and Reporting Media Impact
- Setting performance metrics and key indicators for communication outcomes.
- Building executive reports for communication management and stakeholder alignment.
- Evaluating the effectiveness of media engagement strategies using intelligence frameworks.
Module 7: Advanced Topics in Social and Media Intelligence
- Predictive analytics and future trend identification.
- Benchmarking media performance against competitors and industry standards.
- Ethics, privacy, and responsible data management in media intelligence practices.
Module 8: Implementing Media Intelligence Systems in Organisations
- Developing end-to-end workflows for social listening and reporting.
- Cross-departmental collaboration for communication effectiveness.
- Maintaining continuous improvement and innovation in intelligence systems.