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In the Business Dictionary, silo mentality is defined as “a mindset present when certain departments or sectors do not wish to share information with others in the same company.” Take this a step further and you have the actual silos themselves. An information silo, according to Wikipedia, is “an insular management system incapable of reciprocal operation with other, related information systems.”
While most people think of silos of internal company information, just as often there are silos of external news and information. For example, your marketing team may monitor Twitter and Facebook feeds but may not keep a close eye on local newspapers or foreign TV broadcasts for company mentions. Here’s the problem with this. Instead of getting the whole story about brand awareness, the competition, market changes, customer sentiment, and more, silos of media news and content limit access to snippets of information from certain sources or news types only.
With media silos, chances are good that you and other people in your company are missing valuable insight that comes from having the entire big picture available for analysis.
Silos don’t happen overnight. Media silos grew over time as groups sought out ways to get the news and content that is important for their particular function of the business. For instance, marketing may have a platform for monitoring social media information. Maybe product management has a platform or service that helps them size up the competition. Perhaps the press relations department uses a different service for looking at media mentions for the company, and so on.
The result is multiple, siloed platforms or services that effectively prevent or discourage different groups from sharing and correlating information freely with each other. Silos make it difficult to accurately measure the impact of campaigns and messages, or analyze your online reach, brand visibility, share of voice, sentiment, and more.
Many companies are starting to realize the negative impact of silos of external information and are seeking out an alternative. Centralizing your external information into one platform effectively knocks down these silos. With one comprehensive source for global news, social media, print, and broadcast, information can flow across and up and down, within departments and to the broader company. Not only will everyone have the whole picture instead of misleading snippets, but a central platform can help eliminate turf wars and foster collaboration, while saving your company money as you consolidate and eliminate redundant services.
Not all media monitoring platforms offer all the media types, languages, news sources, or industry categories that are important for your business. When looking for a new media monitoring platform, look for comprehensive, global coverage and a robust set of tools that help you automate the curation, analytics and distribution of relevant external information and insight. That way, you’re not only knocking down the silos, but enhancing the accuracy, productivity, and effectiveness of the people in your company who rely on access to external information.