Media analysis	Owned Content Analysis	Audience Analysis
Topic coverage: How is the industry being positioned in the media?	Competitor website and blog content ​Competitor paid content strategy ​vs. Client content and strategy	Discourse analysis: What are key audiences discussing on social? What brands? ​How are they talking about these?
Competitor Coverage: Key spokespeople Main messages ​Sentiment of mentions	Competitor content on owned social accounts vs. Client owned social strategy	Channel identification: ​Where are the key audiences?
Identification of: Key journalists Key outlets ​Key subtopics and SOV	Owned content successes and opportunities	Search behavior: What are key audiences looking for/asking online and where do they end up?