Swedish trade federation gears up for the media landscape of the future

As Head of Communications at Svensk Handel, a trade federation representing businesses across Sweden, Hans Tjerström is responsible for the organisation’s media monitoring efforts. In doing so, he has to have one foot in the media landscape of today, and another foot in that of the future.

Svensk Handel’s aim is to advocate for better trading conditions for business owners in Sweden. Since the beginning of 2016, they have been clients and active users of All Ears.

-It is important for us to stay at the leading edge of technological developments around how to best monitor media channels for news about our organisation. Working with AI to find insights is already important for us in our work today, but it will become even more important for our organisation in the future, says Hans.

Expected increase in the influence of podcasts

Currently Svensk Handel looks to lobby opinion leaders and decision makers primarily via traditional media. But in a changing media landscape, influencers — through podcasts and YouTube — are becoming more and more important as a channel to direct their lobbying efforts towards.

Over 2.3 million Swedes listen to podcasts every month and almost everyone between the ages of 15 and 25 watch videos on YouTube every day. Hans is convinced that those that watch YouTube and listen to podcasts today will continue to do so in the future — at the same time as more and more people start consuming these types of media.

-In my role, it is important to ensure that we are reaching the decision makers of today with our work. It’s even more important though that we consider how we will reach the decision makers of tomorrow. I’m convinced that podcasts will become even more of an important channel for us overall.

High strategic potential in monitoring podcasts and YouTube

In their daily operations, Svensk Handel makes use of All Ears as a compliment to their text-based monitoring from Meltwater.

This is partly to follow up when their organisation is mentioned on TV, radio, YouTube and podcasts, but also to keep an eye on what is being said about key issues that are the subject of Svensk Handel’s advocacy efforts.

-It’s great to be able to work with a tool which has such high strategic potential. Among other things, we can use All Ears to identify which influencers are talking about key issues for us on their own channels — that is something very worthwhile for us.

Save time through playing back search results directly in the tool

Hans thinks one of the biggest advantages with All Ears is just how easy it is to play back the clip directly where a keyword is mentioned.

-A podcast or news broadcast can often go for around 40 minutes. Now I don’t have to waste time going through the clip to find the exact information I’m looking for. It saves me a lot of time!