1. Know your target audience to effectively disseminate your watch

There are a number of advantages to distributing your watch in push mode on social networks:

• build audience loyalty and encourage interaction between the watchdog and the audience ;

• Develop the virality of content: information disseminated as part of the monitoring process can in turn be easily shared by the target audience, helping to enhance the value of the monitor's expertise;

• use a mode of communication adapted to current usage;

• use a low-cost distribution method (although you'll still need to factor in the time invested in distributing your watch).

As with all communications, it's important to take your audience into account. So you need to think in advance about the information needs and uses of...