April 2013 Issue #2
PR pros, social media specialists and marketers alike will all find helpful articles specific to their industry in this week's issue of Media Monitoring News.
Among our seven PR-focused topics, we highlight important monitoring and measurement trends found in two recent studies. Included in our selection is an interview with Phil Gomes, a PR guru who affirms that PR pros should maintain a heavier presence in Wikipedia.
For our social media and marketing readers, we've chosen articles that center on strategies for measuring the seemingly immeasurable, a guide to avoiding Twitter disasters and insights to choosing a media monitoring software so you can effectively track your brand.
Also included: A model to improve your leadership skills that professionals in any business will find useful.
For PR Pros: Feature Article
Survey: Most PR Pros are Measuring, Monitoring and Looking for Improvements
Neutral third-party media measurement services may be key to unclogging measurement roadblocks, according to a Ragan PR Measurement Survey
. Of the nearly 1,500 PR pros who completed the survey, more than half conveyed that lack of manpower and time were the main problems in measuring their PR efforts. Tools may also be an issue, the survey continued: PR pros only measure outputs, not outcomes, because they are not familiar with the full range tools, and a majority judged their measuring skills as "intermediate." More than 90% of the PR industry monitors what's being said about their organizations, with over half of them using both paid services like CyberAlert and free tools like Google Alerts. Conclusions: 1. If you're not monitoring news and social media, you're missing an opportunity to assess, improve and demonstrate your PR successes. 2. If you're not measuring outcomes, you should likely restructure your assessment program.
The survey results signify progress, says The Measurement Standard's
Katie Paine in The Measurement Mavens and Menaces of the Month
, as Revealed by Ragan's Survey. PR pros are validating that measurement is a successful tool to determine what is (and isn't) working in public relations, which is a huge improvement over how they saw measurement just a few years ago, she concludes. Paine also awards her "Menaces of the Month" to the 21% of the surveyed PR pros who don't measure at all and to the 12% who don't think measuring is important.
More Articles for PR Pros:
Sit-Down with Phil Gomes, Advocate for an Active PR Presence in Wikipedia
PR Pros Stand Out Among Publicists, Journalists
Underneath his evaluation of "hacks" in the PR industry, Marco Greenberg of Thunder11 endorses PR pros as the "good editor's pen" in A PR Guy Calls Out the Flacks and the Hacks
. Effective PR pros transform jargon-heavy, technical language into a compelling story, relying less and less on journalists as newsroom staff dwindle. Recalling his years of PR experience, Greenberg observes how many view publicists and PR pros as interchangeable - but they're not. The journalists who compare PR pros to publicity "flacks" are the lazy, overworked type; and ironically enough, journalists are now turning in their press passes to join PR firms.
Handle PR Workload Using These Time Management Tips
Multitasking may seem productive, but it actually kills your focus, Etienne Garbugli explains in his SlideShare of 26 Time Management Hacks I Wish I'd Known at 20
. Set one major project for each day, and don't be too stubborn to delegate portions of work to other people (as author John Maxwell is quoted, "If something can be done 80% as well by someone else, delegate!"). Another important PR tip: Always self-impose deadlines, especially for major projects.
Tips to Writing Attractive Content: Keep it Original
Rather than regurgitating an old article in your own words, Ekaterina Walker calls on creators of marketing and PR content to find an overarching theme among several articles, and then offer an original viewpoint. In How to Write Content for your Company People Actually Want to Read
, Walker adds several other helpful tips to keep your marketing content fresh and engaging. Key strategy: Leave a lasting impression in the last paragraph of every article or social media post with a call to action that encourages readers to comment, share content or read another similar article.
Barcelona Principles Play Major Role in PR Measurement
Are you implementing the Barcelona Principles into your measurement strategy? A recent study conducted by CARMA and PR News reveals that PR Pros Are Making Progress in Following the Barcelona Principles
in that "people are looking at measurements beyond just clip counts or impression numbers," says Jackie Matthews of General Motors Communications. Key finding: Less than half of PR pros are measuring for sentiment or key messages, thereby missing out on the insight needed to improve business.
Strong LinkedIn Presence Builds Client Following
TopDog Social Media
LinkedIn is now the most popular social media tool
among the nation's fastest-growing private companies, according to a University of Massachusetts study. For a solid LinkedIn presence, 21 Steps to the Perfect LinkedIn Profile
steers PR pros to join 50 groups - the most allowed by LinkedIn - starting with local businesses relevant to your industry and any groups that may contain your target market. To polish your profile and attract new followers, the article recommends strategically placing keywords throughout your summary, headline, expertise and skills. PR pros must edit their profiles with their ideal client or consumer in mind. Once you build a following, your odds of connecting to potential clients and business partners increase considerably.
For Social Media Specialists & Marketers:
Social Media Success Starts with Measurable Objectives
Brass Tack Thinking
How to Create Measurable Objectives
explains how specific business objectives help determine strategies and tactics to achieve successful social media results. Not everything can be measured in dollars, but successful outcomes usually impact sales growth - a key business objective for most any communications program.
A Beginner's Guide to Social Listening Tools
Idea Girl Media
For businesses to succeed in online marketing, social listening tools are essential to identify target audiences, their conversations and locations. According to 9 Social Listening Tools for Small Businesses Online Marketing Success
, free social listening tools are best used as beginners' options for small businesses to get a head start before "graduating" to more advanced, paid monitoring and measurement services.
Twitter Posts Gone Wrong
Keep an eye on what's already trending on Twitter, or you may end up with a hashtag disaster like CelebBoutique, which used the trending topic of "aurora" to promote a fashion line right after the theater shooting in Aurora, Colorado, last year. Social media managers can learn from peers' past mistakes in Top Corporate Twitter Disasters
. On a positive note, the Securities and Exchange Commission announced last week
that companies can now use social media as a legitimate outlet for releasing investment-sensitive information.
Notable Metrics and How to Use Them
Ignite Social Media
The right metrics line up with your social media objectives. 6 Metrics All Social Media Marketers Should Be Familiar With
aggregates staple metrics - some of which are lesser known - and provides an example of how each tool can be used in a marketing campaign. Social tool Kred provides a source for gauging Twitter influence by scoring social profiles based on influence and outreach. Such information is helpful in identifying both existing and potential key influencers for brands.
An Infographic on Infographics
Infographics can attract the younger generation of consumers who favor more exciting forms of media, says Jeff Bullas in 7 Key Steps to Creating an Awesome Infographic
. Infographics aren't all about image selection and design; the topic needs to answer a question or describe a process with credible sources. In Bullas' steps to creating a successful infographic (crafted, of course, via an infographic), he recommends research methods and thought-provoking questions that content creators may overlook.
Track Your Brand with the Right Software
Content Marketing Institute
Media monitoring for marketing must track consumer conversations so marketers can offer timely responses and customer service, according to Choosing the Right Content Marketing Technology: 14 Critical Questions
. The article asserts bluntly: If your marketing software can't measure results, find another platform. In researching software, first assess the reputation of the software and evaluate how other companies use the service. Then, tally the costs and training involved in setting up the service.
How to Improve Your Leadership Skills
How do you become a successful leader? You can start by making quick, instinctual decisions, Glenn Llopis shares in Forbes' The Most Successful Leaders Do 15 Things Automatically, Every Day
. Llopis stresses maintaining strong communication with your employees: constantly communicate your expectations, challenge employees to think and provide continuous feedback.
Factoids of the Week:
64% of PR pros measure clip counts and 55% measure audience impressions, making them the two most popular metrics. (CARMA and PR News)
By 2020, 40% of America's workforce - more than 60 million people - will be freelancers. (Quartz)
Websites that integrate the "Tweet" button into their page drive almost 7x more shares than sites that do not. (Brightedge)
92% of PR pros monitor what's being said about their company, and 79% are measuring their efforts. (Ragan Communications)
Quote of the Week:
"You can't please everyone, so be who you are and see who is pleased." - Katie Delahaye Paine, The Measurement Standard
PR Meetings, Seminars, White Papers
— Social Fresh East 2013
, hosted by Social Fresh, will be held April 18 in Tampa Bay, FL. The cost to attend is $697.
— Sharepoint Shindig
, hosted by Ragan Communications and Innovative-e, will be held May 7 in Redmond, Wa. The cost to attend is $945 for members and $1,195 for non-members.
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.
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