January 2013 Issue #3
Reflecting content in most of the trade publications for public relations and marketing, social media dominates the selected articles this week in Media Monitoring News. The chosen articles address a swath of issues in social media - and offer unusual insight into how best to employ social media for business.
Two articles on media monitoring and measurement - core topics for our newsletter - suggest novel approaches for tweaking your social media monitoring, evaluation and measurement.
Writing - specifically business writing - is another major topic this week, focusing on composing better titles/headlines and avoiding common mistakes in grammar and style.
Our "how to" article provides guidance on how to be more charismatic. Raise your hand if you want to be more charismatic.
15 Reasons Google Analytics Is the #1 Tool for Social Media Monitoring
First, let's get one thing straight. Google Analytics does NOT do social media MONITORING. Monitoring requires a separate tool like CyberAlert Buzz
. Best known for measuring website performance, Google analytics can be used for some types of social media MEASUREMENT. 15 Reasons Google Analytics Is the #1 Tool for Social Media Monitoring
[sic] enumerates helpful functions within Google Analytics. However, Google analytics wasn't designed for social media measurement and lacks many of the functions and metrics of the other social media measurement tools listed at the head of the article. One major advantage of Google Analytics: it's free.
Social Media Measurement Framework [Infographic]
Social Media Measurement Framework
is an extraordinarily useful infographic that tells you what to monitor in social media, how to assess what you monitor and what formulas to use for measurement. It boils all the data into share of voice, interaction rate, and influence ratio.
7 Lessons from the Worst Social Media Fails of 2013
Even the "big boys" mess up in social media. 7 Lessons from the Worst Social Media Fails of 2012
looks at failed social media campaigns by McDonalds, Taco Bell, Kitchen Aid, Newsweek, the NRA, and Urban Outfitters - and identifies an important social media lesson to be learned from each misstep.
10 Questions to Ask When Hiring a Social Media Consultant
Many organizations know the value of social media, but don't have the staff time to implement a campaign. Solution: outsource to a consultant. Problem: the field is full of charlatans and inexperienced practitioners. 10 Questions to Ask When Hiring a Social Media Consultant
offers a superb template to screen and vet social media consultanting services. With a bit of tweaking, it can also be used to hire other types of business services including public relations and marketing agencies.
Who Owns Social? Everyone. Period.
Social Media "Engagement" Is Not a Strategy
There was a time when social media gurus bellowed confidently that "It's all about engagement." According to Social Media "Engagement" Is Not a Strategy
, driving engagement through conversation is not a meaningful indicator of marketing or business success.. Conversation and engagement must produce measurable business results - or it's a huge waste of time.
The 10 Best Practices in Social Media
Normally, we avoid recommending feel-good articles or heartfelt advice - but somehow this one seemed worthwhile. The 10 Best Practices in Social Media
offers 10 bedrock principles that can be applied to most any aspect of life, not just social media.
Consumer Reviewers Wield More Power than Professional Critics
According to the recently-released Buy It, Try It, Rate It
study from Weber Shandwick, Consumer Reviewers Wield More Power than Professional Critics
in driving buying decisions. The study results are persuasive, but apocryphally it seems that consumer reviews are already losing power. Many consumer critiques are simply not believable. Example: look at how many first-rate hotels have a mention of "bedbugs" in at least one consumer review. It's almost certain that many of those "bedbug reviews" are just trying to blackball the hotel. On the flip side, many reviewers offer effusive praise to mediocre establishments. The result is a growing lack of credibility in consumer reviews.
Brands' Biggest Social Media Questions [Infographic]
The Backup List
Brands' Biggest Social Media Questions
compares and contrasts the behavior of consumers vs. business on social media, pinpointing some shortcomings of brands including the absence of dedicated social media management, lack of engagement, scatter-brained approaches, and lack of advanced tools to manage social media sites. Nice touch: the infographic includes references for all data.
How to Write Great Headlines in 55 Characters or Less
As demonstrated most clearly by the pulp press, compelling headlines - especially short, compelling headlines - can generate lots of attention and revenue. How to Write Great Headlines in 55 Characters or Less
identifies the characteristics of a great headline and provides instruction on various techniques and approaches to compose a captivating, convincing, fascinating, exciting, powerful (and short) headline. Extra hint: practice puns. Secrets to Writing Engaging Titles and Content
in Search Engine Watch
explains the value of "lists" and "how to" in writing titles for business content. The article centers on SEO, but the guidance can be applied to all types of title writing.
11 AP Style Guide Rules That Are Easy to Mess Up
The AP Style Guide has rules for most everything written. 11 AP Style Guide Rules That Are Easy to Mess Up
covers rules for state abbreviations, titles, numbers, percent, that vs. which, street addresses and more. Most public relations writers probably are wrong on at least one of the rules. For me, it's %. Oooops.
Top 10 Misspelled Words in Blogs
Independent bloggers don't have the advantage of a multi-tiered approval/proofreading system that corporate writers "enjoy." As a result, bloggers are more prone to error. The "misspellings" here are both grammatical and spelling errors. Top 10 Misspelled Words in Blogs
provides a heads-up about the most egregious errors in business communications (especially email).
Five Places Where Laptops Are Stolen
Social Media Today
One in 10 laptops will be stolen in the first year. You can almost predict the Five Place Where Laptops Are Stolen
- basically those places you tend to put your laptop down and walk away from it including campuses, vehicles, restaurants, shopping malls, and airports. Admonition #1: don't put your laptop down and walk away from it in public places. Admonition #2: etch your phone number or some other identifier into the case. Here's another caution: require username/password every time you log into any social media website or email account. Do not allow the websites to sign you on automatically. If your laptop is stolen, automatic sign-in allows the thief to wreak serious havoc on your life.
10 Habits of Remarkably Charismatic People
OK, I admit it. I've always wanted to be charismatic. So I read 10 Habits of Remarkably Charismatic People
. As I read the article, I thought of the remarkably charismatic Bill Clinton and how he epitomizes the key points: listens more than talks (well, maybe not so much that one), doesn't act self-important (well, maybe not that one either), and shines the spotlight on others (hmmmm…maybe not Bill's strongest point). The habit I like the most: puts their stuff away. That is, charismatic people don't check their cell phones while engaged with others. So, I carefully read the entire article, practiced, and I've become really charismatic in the last week. Let me prove it to you. Give me a call. P.S. Despite my facetious remarks, it's a well-done, very helpful article.
PR Meetings, Seminars, White Papers
— 2013 Bulldog Media Relations Awards
, sponsored by Bulldog, you can enter the Bulldog Media Relations Awards up until the extended deadline of January 11 or the last-chance deadline of January 25 (each with a nominal late fee).
— Digital PR Next Practices Summit
, sponsored by PR News, will be held February 27 in San Francisco, Ca. The early bird rate of $895 ends February 6, and the regular rate is $995.
— Information Industry Summit
, IIS 2013: Breakthrough, sponsored by the Software & Information Industry Association, will be held January 30 & 31 in New York, NY. The cost to attend is $1,395 for members and $2,095 for non-members.
— Content Marketing Boot Camp
, sponsored by Ragan Communications, will be held February 12 in New York, NY. The cost to attend is $495 for members and $645 for non-members.
— PR Measurement Summit
, sponsored by Ragan Communications, will be held March 19-20 in Washington, DC. The cost to attend is $495 for members and $645 for non-members.
— Solo PR Summit
, sponsored by Solo PR Pro, will be held February 20-21 in Atlanta, Ga. The cost to attend is $225 for members and $300 for non-members.
— Online Marketing Summit
, sponsored by UBM Tech, will be held February 12-13 in San Diego, Ca. The cost to attend is $1,799.
— "Structuring a Social Media Team,"
How do other organizations—from small nonprofits to multinational corporations—staff a social media team? How many people are using Twitter, Facebook, and other platforms? And what do these professionals earn?
PR & Marketing Job Openings
The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to firstname.lastname@example.org
Best of Previous Issues
Determining Your Media Monitoring Needs
Print News Monitoring Vs. Online News Monitoring
Broadcast Monitoring for TV & Radio News
Selecting a Social Media Monitoring Service
F.r.e.e & Low-Cost News Release Distribution Services
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ONLINE SOCIAL MEDIA MONITORING
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