February 2013 Issue #2
Social media monitoring and analytics are the focal topics in this week's Media Monitoring News.
The featured article provides a thoughtful interview template to use when hiring a social media monitoring service. Many of the questions seek to get answers to issues that many monitors would prefer to avoid — like: "Who owns the content and data you produce?" Substantive additional articles by some of the luminaries in social media measurement provide novel insights.
The PR-centric articles focus on crowdsourcing, media interviews and best methods to deal with pitch rejection by journalists.
The self-help article will help small and medium-sized business owners to better understand methods to establish prices.
The article on protecting privacy provides detailed instructions on how to protect your personal privacy from piracy. Privacy protection is a "must do" for everyone.
25 Questions to Ask When Considering a Social Media Monitoring Provider
The Halo Group
It's almost guaranteed you'll receive better media monitoring service if you ask prospective suppliers the 25 Questions to Ask When Considering a Social Media Monitoring Provider
. By asking the right questions, you are likely to get more services from the chosen supplier. The questions cover areas not typically presented in a vendor's dog and pony show including things like: Who owns the data? How long will I have access to the data? What happens to the data if I change suppliers? Can you do a back search for social media mentions? What metrics do you offer? How do you calculate sentiment? How to Hire the Best Social Media Associate
in Business 2 Community offers a slightly different perspective on the vetting process.
The Pros and Cons of Crowdsourcing
"Crowdsourcing" is collecting and using the talents and knowledge of the crowd. Crowdsourcing can be helpful in crafting and distributing marketing and PR messages. The Pros and Cons of Crowdsourcing
puts a 360 degree lens on the crowdsourcing phenomenon and how it can be applied to marketing and PR. A sidebar includes "Tips for Success" in crowdsourcing.
Social Media Strategy in 8 Steps
Convince & Convert
"Companies should focus more on how to BE social, and less on how to DO social media" is the underlying philosophy for Social Media Strategy in 8 Steps
. First is to recognize the need for strategy, not tactics. It's all too easy to trap yourself into thinking about social media tactically. The article offers a step-by-step process to implement social media through a strategic prism.
The State of Measurement Standards in 2013: It's a Bridge
The Measurement Standard
Katie Paine provides a thorough and timely update on measurement standards including status of the measurement setting bodies in The State of Measurement Standards in 2013
. More than that, she offers answers to some of today's key measurement questions: how to calculate impressions; what counts as a media "hit;" and how to calculate tone or sentiment.
Three Key Take-Aways from "How to Measure Social Media"
Not so much a book review as a digest of the major themes in the book, Three Key Take-Ways from "How to Measure Social Media"
reiterates some points made elsewhere, like: social media needs to be aligned with core business goals and reports on social media ROI must be made in terms management understands and accepts. The third key point is vital. It is that social media is still in its infancy. There is no perfect or even standard way to implement and measure social media - and there won't be for years to come. It will be a long, iterative process - and no one should expect otherwise.
Keep Moving toward Measurement Standards
The Measurement Standard
Developing a Framework for Social Analytics
Altimeter / Webtrends
In this slide presentation on Developing a Framework for Social Analytics
, Susan Etlinger of Altimeter and Merlyn Gordon of Webtrends examine top-down and bottom up approaches to meet the challenges of social media measurement, looking at themes, brand insights, metrics and actions. The social marketer's pain map will help all social marketers understand that they are not alone in their problems.
Accelerating Your Social Maturity
No, it's not an article for awkward teenagers. A 20-page white paper, Accelerating Your Social Maturity
by Sean Corcoran and Christine Spivey Overby for interactive marketing professionals in June 2011 examines how companies must make fundamental changes to resources, skills, processes and culture as a result social media empowering employees and customers. The report explains Forrester's social maturity model and recommends methods that companies can employ to gain competitive advantage by becoming social mature before competitors.
How to Handle Rejection from Journalists When Doing PR
The Publicity Hound's Blog
There are far more rejections than placements in PR. It's discouraging, to say the least. How to Handle Rejection from Journalists When Doing PR
offers five specific tips on how to avoid getting down when a journalist or blogger brushes you off. Don't take it personally. Start to build a relationship for the future.
14 Things to Avoid When Being Interviewed by the Media
Harvey Leach (UK)
From a UK-based media training organization comes a sound prescription for media interviews. You would assume that experienced business executives would know 14 Things to Avoid When Being Interviewed by the Media
, but the fact is that they don't or have forgotten earlier lessons. It's a superb refresher for anyone scheduled for a media interview.
50 Simple Ways to Improve Your Web Content
Business 2 Community
The rubric that "content is king" is probably more true on the Internet than in other media. In reviewing 50 Simple Ways to Improve Your Web Content
, you might be tempted to say: "Yes, of course." But, too often, it's the "of course" that is ignored. Getting the little things right is one of the pathways to success on the Internet.
Insights that Made Malcolm Gladwell Famous
Author of popular books "The Tipping Point," "Blink," and "Outliers," Malcolm Gladwell has changed the way we think about many aspects of business. Insights that Made Malcolm Gladwell Famous
synthesizes many of the unique concepts from his books. Many of his notions are now ingrained in American business and education. Best you know what they are and from where they came.
7 Pricing Mistakes that Can Seriously Stifle Sales
Every business, whether selling goods or services, faces pricing issues. 7 Pricing Mistakes that Can Seriously Stifle Sales
looks at the serious pricing errors that businesses make within the context of the different approaches to pricing including competitive analysis and cost analysis. Subtle pricing and positioning changes can make huge differences in sales - especially in services like public relations.
10 Incredibly Simple Things You Can Do to Protect Your Privacy
It's unlikely the FBI has asked for warrants to tap your phone, but you're still losing your privacy bit by bit, week by week. Everyone should protect their computer files, financial accounts and other treasured digital items. 10 Incredibly Simple Things You Can Do to Protect Your Privacy
may not be as incredibly simple as the title suggests - but most everyone can and should do them. A really important thing to do: sign out of all your online accounts when you are finished using them including email. Another: allow only "friends" to see your Facebook pages.
PR Meetings, Seminars, White Papers
— 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.
— 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.
— 2013 Big Apple Awards
, sponsored by PRSA-NY, you can enter the 2013 Big Apple Awards competition up until the deadline of March 4, 2013.
— "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 email@example.com
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
|BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 75+ million blogs worldwide.
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