The term “media analyst” can refer to a variety of tasks. It is, in general, the study of the interactions between businesses or other organizations and the media. This, however, can include both objective and subjective measures, as well as be motivated by a variety of needs.
The study of markets to find the best place to promote a particular business is one type of media analysis. This is usually a very objective project that relies heavily on statistics. Such work necessitates the analyst’s understanding of not only the figures, but also how they relate to and affect one another. Seasonal patterns in consumer spending, for example, may influence where a product should be promoted. An analyst may decide that a product that is normally advertised in magazines aimed at wealthy consumers should be advertised in tabloid magazines during the holiday season, when less wealthy people are more likely to spend.
Another type of media analysis is tracking how a company or product is portrayed and covered in various media outlets such as newspapers, television, and the internet. This necessitates the use of both subjective and objective abilities. Keeping track of how often a product is mentioned and how many people have seen the article, program, or website will be part of the job. However, the job also entails making decisions about whether the article portrays a positive or negative image, as well as how critical the target audience is to the product’s success.
The average media analyst earns a decent wage. According to the Simply Hired website, the average media analyst salary in the United States was $61,000 US Dollars (USD) in May 2009. Media analyst salaries do not vary as much by location as many other jobs because it requires fairly specialized knowledge. However, depending on the position held and the level of experience, the industry pays a wide range of salaries.
The role of a media analyst is evolving all the time. A social media analyst is a specialist role that exists today. This entails keeping track of how a product, company, or even a person is portrayed on the internet. It is possible that the work will be much more difficult because it does not simply entail measuring the original page that mentions the subject. The analyst must also consider the number of visitors the page receives, the authority of the sites that link to it, and the feedback the page receives from users on the site, on other sites, and through personal accounts on social media sites like Facebook and Twitter.