Media and Social Media Monitoring Services

The Vendor is required to provide comprehensive monitoring and analysis of traditional media and online conversations relevant to college, including the ability to adapt as issues, programs, and institutional priorities.
- Media and social media monitoring
•    Monitor and track media coverage and online conversations related to:
o    College
o    The post-secondary education system
o    Other relevant and configurable keywords or topics
•    Allow for refinement and modification of search terms over time to reflect emerging issues, programs, or priorities
•    Include coverage from a wide range of sources, including but not limited to:
o    Canadian news outlets (national, regional, and local)
o    International news outlets
o    Post-secondary and education trade media
o    Community publications
o    Blogs podcasts, and online forums
o    Social media platforms
- Social media platform
•    Provide full coverage 
o    X (formerly twitter) 
o    Facebook
o    Instagram
o    LinkedIn
o    YouTube
o    Tiktok 
o    Reddit
o    Emerging and new social platforms as they arise
- Language and issue emerging monitoring and new
•    Support monitoring in English and, where applicable, relevant multilingual or indigenous-language sources
•    Provide timely alerts for significant, high-risk, or potentially sensitive issues involving college 
•    Support the identification of:
o    Reputational risks
o    Emerging issues and trends
o    Opportunities for brand development and advocacy
- Reporting and analytics:
•    Provide robust reporting and analytics that translate media and social media data into actionable insights for decision-makers.
- Analytics and insights
•    Accurate and actionable analysis of:
o    Media and social media sentiment
o    Trends and topic evolution
o    Audience engagement
•    Clear and transparent sentiment analysis methodology, including:
o    The ability to manually validate, correct, or override sentiment classifications when required
•    Topic and narrative tracking, including the ability to:
o    Monitor how specific topics, messages, frames, or narratives change over time
•    Audience and influencer analysis, including insight into who is driving conversations, such as:
o    Media outlets
o    Politicians
o    Students
o    Unions
o    Influencer 
o    Community or advocacy groups
•    Benchmarking capabilities to compare college's media presence and sentiment against:
o    Peer institution
o    The broader post-secondary education sector
- Measurement and trend analysis 
•    Measure the reach and effectiveness of the college's external communications, marketing, and public relations efforts
•    Provide the ability to analyze trends over extended periods (months and years), not solely real-time or forward-looking monitoring
- Reporting deliverables
•    Provide daily, monthly, and other periodic reports
•    Reports must be:
o    Clear
o    Concise
o    Written in plain language
o    Suitable for board members, executive leadership, and senior management 
o    Easily exportable in common formats, including PowerPoint, pdf, and excel
- Advisory and interpretation support
•    Provide access to qualified analysts or consultants who can:
•    Interpret data and findings
•    Identify risks, opportunities, and trends
•    Provide strategic recommendations to support decision-making.