Public opinion, reactions, impressions, and mental imagery are factors that represent a force that cannot be ignored or bypassed, whether positive (helping to identify the ideal trends of institutions, entities, and companies, and to improve and develop them), or negative (helping to address shortcomings, address and correct errors, and then work to improve the mental image and reputation), which means the importance of assessing the impact resulting from any crisis.

With the expansion of the technology space and the increase in social media platforms, there has been a more urgent need than ever to keep up with the audience, as these platforms represent a wide space for the spread of opinions and impressions, which requires continuous reporting on them, to measure the impact, collect and analyze information, and then make the right decisions.

So monitoring and analysis can be defined as a display or measurement of the current state, where analysis describes the assessments and opinions that can be made later, so it is important to know where the problems lie? Companies and institutions need clear and accurate answers, and they can only be obtained with the help of monitoring and analysis, and then eliminate the problems in the long run.

Therefore, it is important to be aware of the trends of the public and customers, in order to serve them better by monitoring all media, websites, and social media, and using modern technical tools that rely on specialized work teams that work to contain all communication crises when they occur, through systematic plans and high-precision standards, periodic monitoring reports, measuring the impact of promotional campaigns, periodic follow-up and development, measuring institutional reputation, building monitoring systems, and establishing seasonal monitoring centers.