Shaping Corporate Communications with Digital Media Intelligence

Digital Media Intelligence and Corporate Communications

Episode 4.21: Today, digital media allows us to build our brands and make impressions with potential clients, business partners, current employees and future hires – but that kind of intelligence isn’t just a one-way street. By capturing social media and online news directly relevant to a company’s specific areas of interest, companies can better shape their internal and external communications, making digital media intelligence a critical part of any organization’s success. Joining us today to help us better understand this challenge is Philippa Levenberg, the Director of Digital Strategy at IRI Consultants. Here, she explains:

  • What is meant by the term "Digital Media Intelligence";
  • How Digital Media Intelligence strategy can help companies manage challenging workplace issues;
  • The process of data collection and reporting; and
  • How Digital Media Intelligence can serve as an "early warning system" for trends impacting a company or an industry!

If you prefer to read along while you listen, we've done all the hard work for you! We listened back to this episode and took notes below, and access is free! 


What Is Digital Media Intelligence? 

  • Digital media intelligence is the real-time capturing of public data and intelligence regarding an organization.
    • At a basic level, this can look like mentions or tags of an organization's social media or an examination of competitors.
    • Additionally, digital media intelligence can mean tracking legal, regulatory, or legislative issues that impact a company.
    • Outside of the regulatory landscape affecting a business or organization, it also explores larger trends that may impact a business or industry. 
  • An organization should view digital media intelligence gathering as a form of insurance. 
    • Per Ms. Levenberg: “I see [digital media intelligence] as an early warning system … You may not have to act on what shows up as a part of these reports, but you want to be the first to know about it if it does so that you can get out in front of it.” 
    • Digital media intelligence can measure several KPIs, which can include
    • Number of views or impressions
    • Specific keywords
    • Sentiment


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Managing Workplace Issues Through Digital Media Intelligence Strategies

  • When a company or organization faces any kind of workplace issue that spills over into the public eye, a solid digital media strategy can help. 
    • When an issue or crisis becomes public, it impacts the organization (leadership and employees), the media, policymakers, regulators, and investors. 
    • That’s why it’s critical to have a digital media intelligence strategy to help pull all information into one place. This makes it easier to develop a strategic approach. 
  • Examples of workplace issues that benefit from digital media intelligence strategies include: 
    • Labor Organizing
    • Leadership Changes
    • Merger and Acquisition Activity
    • Workplace Safety Problems
    • Financial Irregularity
    • Sexual Harassment
    • DE&I
  • Companies, if faced with a challenging workplace issue, should monitor a conversation’s: 
    • Ebbs and Flows
    • Sentiment
    • Key Voices and Contributors 
  • If a company is committed to keeping a pulse on these conversations, this can help them evaluate the scope of a crisis and the platforms and accounts you need to engage with to help shape the narrative in your favor.
  • For labor and labor organizing issues specifically, it’s important to understand that employees may not feel comfortable talking about issues they're having at work with their managers or within an employee satisfaction survey. 
    • As a result of this discomfort, employees will enjoy the anonymity of certain social media platforms (like Reddit) to discuss their issues. 
    • Labor unions often frequent anonymous social media platforms, so organizations must have a handle on the issues discussed on these platforms. 

The Process of Collecting Digital Media Intelligence

  • Due to the fact this information is public, there are usually no legal issues surrounding the capture of this information. But it’s always important to check current federal, state, and local regulations that would impact the use of this data. 
  • Many social media platforms have public APIs allowing automated data pull from these sites. However, not all platforms have this functionality – TikTok and Snapchat are examples. 
  • Companies and organizations must develop a digital media intelligence process that works for them.
  • A byproduct of collecting this data is often a report of key findings. A digital media intelligence findings report often includes: 
    • A summary of critical platforms and topics to monitor
    • An examination of key themes and issues that are being discussed
    • Examples of top posts to watch relating to these themes
    • Commentary and discussions relating to top posts
    • An analysis of spikes in conversation and theorizing as to why said spikes occur
    • A platform-by-platform breakdown of where this conversation is active
    • Key players within these conversations
  • These reports can be pulled as often as needed. If a client faces an active issue, this report can be run daily or multiple times daily. If not, a weekly or quarterly report can help paint a full picture of the client's issue. 
  • Artificial Intelligence can be factored into this collection process to help automate it, but for the nuances in the stories being told, it’s important to have human analysis.

Why Ms. Levenberg Works In Digital Media

  • Ms. Levenberg started her career in broadcast journalism but soon pivoted to focus on online news outlets and social media.
  • She has extensive expertise in digital, social, and paid media strategies for many previous clients with work experiences across multiple industries. 
  • Her previous work taught her that communication with internal and external audiences is equally important for an organization’s reputation management and long-term growth. 
    • “The digital landscape moves at lightning speed, and the rules of engagement, the goalposts are changing literally every day. The unknown and unpredictable, can be intimidating and scary for some clients to jump into. But I think the most rewarding thing for me is instilling that sense of curiosity, enthusiasm, and love for this work in them, ideally, so they don't need me anymore.”

How IRI Consultants Helps With Digital Media Intelligence

  • Digital media intelligence collection can be managed in-house, but sometimes it is useful to pull in a consultant to manage this effort on an organization’s behalf. This is especially useful if an internal issue spills into outside channels. 
  • For example, IRI Consultants offers digital media intelligence services, including customizable daily and weekly reports with quarterly analysis. 
    • Daily and weekly reports are highly customizable, examining the client’s desired KPIs. Usually, IRI chooses four KPIs to monitor and track at the beginning of the client relationship. 
    • Quarterly reports look at the overall trends over the past three months and provide in-depth competitor analysis. This analysis will capture earned content (3rd-party mentions or tags) and owned content (the client’s online presence). 
      • This quarterly report will measure a client against their competitors in the domain of: 
        • Posting Frequency
        • Follower Growth
        • Top Three Quarterly Posts
      • Additionally, it includes analysis, recommendations, and opportunities for growth.
  • To learn more about IRI Consultant’s communication services, visit

Philippa Levenberg Background 

  • MA in Communication, Journalism, and Public Affairs from American University
  • BA/Honors in Journalism and Political Communication from the University of Cape Town
  • Ms. Levenberg began her career as a Producer with Voice of America
  • She served as Digital Communications Manager for America Abroad Media
  • She worked as Senior Account Executive, Digital with LEVICK, Creative Strategist with iStrategyLabs, and Senior Director, Digital Communications and Advertising with Story Partners
  • She served as the Director, Digital Media for North Bridge Communications
  • Ms. Levenberg also worked as Senior Vice President and Head of Digital for Qorvis Communications
  • She is the Co-Founder & Managing Partner of Sable Strategy
  • Currently, she serves as Director of Digital Strategy for IRI Consultants


Philippa Levenberg email:

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