Blog
How to commission successful media & social analysis
23 October 2025
By Jason Weekes, Commercial Director
Media and social analysis is one of the most powerful tools available to communications teams, but only when it’s done well. The latest guide in our Measuring What Matters series explains how to commission analysis that delivers real insight, not just data. This practical 'how-to' guide helps communications leaders get meaningful results that demonstrate value, inform decision-making, and strengthen reputation.
Laying the groundwork
The most successful analysis begins long before data is collected. Setting clear objectives and aligning stakeholders, from Corporate Affairs to the C-suite, ensures that what’s measured truly matters. A strong brief defines the business questions that need answering: Are our messages landing? What’s influencing stakeholder opinion? Where are reputational risks emerging?
Setting up for success
Clarity is everything. The guide outlines what to include in your brief, from organisational context and scope to metrics and timelines. Defining how success will be measured is essential and it’s vital to agree what each metric means for your organisation. Recognise that good governance underpins strong partnerships. Share brand guidelines, communication calendars, and any historical data that helps identify trends. Also confirm budget priorities, and understand how AI is used in gathering and validating insights; the interpretation of data is where insights are found.
From data to decisions
Effective analysis turns evidence into action. Strong reporting provides clarity, not clutter and clear charts with narrative insights that connect directly to business priorities provides context.
This analysis should also feed into wider evaluation frameworks, such as the approach highlighted in AMEC’s Integrated Evaluation Framework. This approach advocates linking data sets beyond media outputs. Integrating stakeholder research to understand shifts in perception, or financial metrics such as those addressed in our Reputation Dividend model, are perfect for linking communications performance to tangible business value.
In summary
Commissioning successful analysis is about clarity, preparation, and partnership. With a strong brief and a shared understanding of success, analysis moves beyond measuring mentions: it becomes a forward-looking management tool that informs strategy, protects reputation, and proves impact.
Download the second in our Measuring What Matters How-To Series: How-to commission successful media & social analysis to find out more about turning intelligence into impact.
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