March 2013 Issue #1
The selected articles in Media Monitoring News this week concentrate on our core topics of media monitoring and measurement. Our feature article contains instructive data on how consumers feel about social media monitoring. Then, an article from Search Engine Watch offers detailed analysis of different formulas to measure the benefits of social media. There are also articles on how to eliminate measurement silos and on au courant topics in measurement.
The New York Times article on Cheryl Sandberg of Facebook and her attempt to start a new woman's movement should appeal to women who are chafing at gender-related issues in business - and to all men who employ professional women.
We've also included some follow-up articles on the Tesla Motors vs. New York Times controversy that continues to attract attention.
We also call your attention to the controversy over the new high-level domains being created by ICANN - possibly forcing companies to buy additional domains to protect their corporate and brand reputations.
It's an interesting issue.
*How Social Media Monitoring Impacts Consumer Relationships [Infographic]
Most every newer technology has marketplace issues. Companies doing social media monitoring need to be sensitive to consumer concerns about privacy. Unfortunately, the population is about evenly divided between those what want and expect companies and brands to monitor their comments and those who think social media monitoring by business is an intrusion on their privacy. How Social Media Monitoring Impacts Consumer Relationships
looks at reactions of different demographic groups to social "listening" by brands. The article and infographic contain some informative data such as: 32% of people have no idea companies are listening online; 43% think social media listening by companies is an intrusion on their privacy; and more. The data offer important insights into consumer expectations and some guidelines on proper listening approaches. Companies need to be cautious in their approaches to social media monitoring. Lord help the company that breaches Facebook "friends" without an invitation.
Brian Solis dissected the NetBase infographic in Are Businesses Invading Consumer Privacy by Listening to Social Media Conversations
, including a link to the SlideShare Social Listening vs. Digital Privacy
that contains the data from the study. As an indicator of the interest in the issue, the SlideShare presentation had nearly 8,000 views after only a few days.
* = Must Read
*Social Media ROI: 14 Formulas to Measure Social Media Benefits
Search Engine Watch
The debate about measuring social media often takes place at the 20,000-foot theoretical level. The hard part is in the details of figuring out exactly how best to do it. Social Media ROI: 14 Formulas to Measure Social Media Benefits
is the most detailed examination of social media measurement yet published - aggregating and analyzing proven formulas. The article also outlines a social media tactic planning process and core goals. Measurement formulas include: Social Media ROI vs. Cost-Based Analysis; advertising value, content value, lead and sales value, and more. It's a MUST READ for anyone involved in developing a measurement program for social media.
PR Measurement: The Search for Consistent and Credible Metrics
International Public Relations Association
Written by Marianne Eisenmann, PR Measurement: The Search for Consistent and Credible Metrics
first reviews the progress made by standards-setting organizations in PR measurement. The real value of the article lies in the section on Top of Mind Topics including: impressions vs. influence in social media; measurable business-oriented objectives; new thinking on return on investment; progress in measuring intangibles like relationships.
History of Media Monitoring [Infographic]
Kantar Media (Press Index)
The development of media, press freedom and democracy in the 19th century begat the parallel emergence of media monitoring. History of Media Monitoring
presents each of the major stages of media monitoring including personal monitoring by powerful individuals, the founding of the media monitoring industry by Romeike in the U.K. in 1859, the formation of FIBEP, the development of broadcast monitoring in the 1960s, the start of formalized media analysis in the 1970s, the development of online news monitoring in the 1990s, etc., etc. The presentation is very much U.K centered and more than a bit self-serving. The infographic contains no mention of the pioneering U.S press clipping services such as Luce and Burrelle's or transformative digital media monitoring services such as CyberAlert.
A Better Way to Measure Consumer Influence
Like marketing programs, measurement often exists in silos - PR measurement, media measurement, marketing measurement, and advertising measurement. Now, it's become de rigueur to monitor and measure reviews, recommendations, referrals and other advice from consumers. The problem is how best to measure it and then how to use the data to benefit the marketing program. In parallel with the movement to integrate marketing, A Better Way to Measure Consumer Influence
advocates for removing measurement silos and integrating all forms of marketing measurement.
A Titan's How-To on Breaking the Glass Ceiling
New York Times
As chief operating officer of Facebook after stops at the U.S. Treasury Department and Google, Cheryl Sandberg is perched high among the young generation of female business leaders. A Titan's How-To on Breaking the Glass Ceiling
is part of an orchestrated media campaign to promote "Lean In," her soon-to-be-released book /manifesto aimed at starting a new women's movement to overcome gender barriers, especially those in business. To that end, Ms. Sandberg is setting up a project in which business women gather in highly-structured meetings to create greater awareness of the gender issues and methods to overcome them individually and culturally. Even before publication, the project has attracted substantial controversy detailed in the article. For PR and marketing professionals, it makes an interesting case-study in book promotion, publicity, personal branding and activism. Off-beat observation: This may be the first time ever the sobriquet "titan" has been applied to a woman in a news headline. Cynics might say that shows progress in breaking down gender barriers.
*Lessons in PR: Tesla Motors vs. New York Times
When Tesla Motors pitched a multiday journey in their new electric car to the New York Times
, the PR people likely envisioned a major coup. It didn't exactly turn out that way - at least in the short run, as the Times
reported that the car ran out of charge and had to be towed toward the end of the trip. Lessons in PR: Tesla Motors vs. The New York Times
recounts the story and draws some PR lessons from this very public confrontation between Tesla and the Times
. Key lessons: It's still unwise to attack the guy with the big printing press; recognize the limitations of rebuttals in social media; tone is crucial in public confrontations. eConsultancy offers another thoughtful analysis in Seven Things Companies Can Learn from the Tesla Motors - New York Times Dispute
. Key points: reviews are double edged swords; data alone doesn't win arguments; dirty laundry always stinks up your brand; controversy rarely sways those who haven't made up their minds. For additional background, the Times
public editor (who is charged with dissecting journalism issues in the Times
) weighed in with an opinion piece entitled Problems With Precision and Judgment, but Not Integrity, in Tesla Test
. The headline tells the conclusion. This past Friday, the Times
published yet another lengthy recap under the headline After a Charging System Test, a Debate Erupts Online
, again demonstrating that the guy with the printing press still carries a big cudgel, especially when challenged. In an interview with Bloomberg TV
, Elon Musk claimed that the Times controversy has caused a loss of $100 million in stock value and cancellation of a few hundred auto orders. VentureBeat covers the story in NYT's Article Has Cost Tesla $100 Million in Value
. Lesson learned: fighting the guy with the big press can be very costly and it's near impossible to get the last word.
Should Brands Have Newsrooms?
Brand newsrooms are a hot new trend in marketing. To believe the hype, every brand should be staffing up with journalists and going 24/7. In reality, the model is not right for the majority of brands. That's according to Should Brands Have Newsrooms?
Reason: It's too difficult and expensive to implement. Well, yes, if you think that a newsroom requires independent journalists. But, if it's under the aegis of the PR Department to create content, why not? More published information about brands, especially educational information, has little downside.
Brands Brace for Deluge of New Domains in April
In April, The International Corporation of Domain Names & Numbers (ICANN) will launch a bevy of new top level domain names such as dot app, dot music, even dot sucks. The new domain extensions are a form of corporate extortion, pure and simple, a money-making scheme to benefit ICANN with no value to the business community or consumers. Brands Brace for Deluge of New Domains
examines the issues and protests lodged by major companies. The question: should you buy your corporate or brand name for each and every one of the new top-level domains. Well, most all Internet users are able to differentiate between McDonalds.com and McDonalds.biz. Recommendation: don't give in to the extortion.
Lessons from America's Foremost Gas Station
Buc-ee's (pronounced Bucky's), a gas station in Texas, has become a must-stop for travelers because of its remarkable promotion program. Lessons from America's Foremost Gas Station
reveals key stratagems of the station's promotion that can be applied to many businesses. 1) Do one thing remarkably well. For Buc-ee's, it's super clean restrooms, a gift all travelers appreciate. 2) Put your logo on everything, converting travelers into brand ambassadors. 3) Build anticipation. Buc-ee's advertises on billboards as much as 200 miles away. Nostalgia moment: Burma Shave roadside billboards
. Probably ¾ of the U.S. population today has no notion of what they were. As a kid travelling across the country by car with my parents, I enjoyed them immensely and looked forward to the next set of billboards.
The Rich See a Different Internet than the Poor
As a communications professional, you may have a vague understanding that Internet search engines present different results to different people — serving up content based on hidden profiles on us gained from our daily online interactions. The Rich See a Different Internet than the Poor
examines the significant implications of seeing different search results (or prices when you're shopping online) based on educational level, income, political persuasion and other demographic factors. Personalization, it seems, may have a dark side.
If you want to research infographics, Daily Infographic
is the premier reference site on infographics, adding at least one great new one each day.
Social Media Marketing Wins & Fails [Infographic]
Social Media Today
The mini case studies in Social Media Marketing Wins & Fails
highlight corporate and brand successes and failures in social media in 2012. The wins feature Dollar Shave Club, Nike, Sephora, Honda and "Bully", the movie. Those successes were achieved on YouTube, Facebook, Pinterest, and other social platforms. The fails include McDonald's, Chick-Fill-A, American Apparel, and Kitchen Aid.
Curb Your Internet Addiction: 5 Tips
Ragan's PR Daily
Around half of young people — including young professionals — incur negative consequences on the other parts of their lives because they spend so much time on the Internet, according to researchers at Swansea University. For those who consistently use the Web (don't we all in communications?), stopping heavy use creates withdrawal effects akin to coming off hardcore drugs. Curb Your Internet Addiction
offers five tips. We'll reduce it to two: turn off the notify alarms on your smart phone and find something you enjoy doing off the Internet. (A friend of mine has a workable rule: turn off the smart phone in meetings, at dinner, during sex and while writing, exercising or sleeping.)
PR Meetings, Seminars, White Papers
— 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.
— 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.
— 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.
— Content Marketing Summit
, sponsored by Business Development Institute, will be held April 17 in New York, NY. The cost to attend is $195.00.
— AMEC 2013 Summit
, sponsored by AMEC, will be held June 5-7 in Madrid, Spain. The cost to attend is €911 for members and €1093 for non-members.
— "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
|CyberAlert 5.0 - local, national, and worldwide news monitoring and press clipping service monitors 55,000+ online news sources in 250+ languages each day.
||CyberAlert TV - broadcast news tracking service monitors closed caption text of news broadcasts on all national news networks & channels plus all local TV stations in Top 100 U.S. markets.
ONLINE SOCIAL MEDIA MONITORING
|BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 75+ million blogs worldwide.
||CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
|Netpinions - consumer discussion / word-of-mouth / buzz monitoring service monitors 100,000+ online message boards, forums, and Usenet news groups.
||Twitter & Facebook - Monitor your key words in all Twitter tweets and all Facebook public posts.
Today's Best Media Monitoring Value
No per clip fees. No annual contract required.
Get Better Results Than Doing It Yourself —
And Rid Yourself of a Tiresome Chore.
No credit card required or requested.