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CyberAlert: Nobody Monitors and Measures the Media Better
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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.

Happy reading!
  Bill
Editor: 
William J. Comcowich
CyberAlert, Inc.
editor@cyberalert.com
Google+

For PR Pros: Feature Article

Survey: Most PR Pros are Measuring, Monitoring and Looking for Improvements

Ragan Communications
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.

Table of Contents
Best Recent PR Articles
   A Sit-Down with Phil Gomes, Advocate for an Active PR Presence in Wikipedia
   PR Pros Stand Out Among Publicists, Journalists
   Handle PR Workload Using These Time Management Tips
   Tips to Writing Attractive Content: Keep it Original
   Barcelona Principles Play Major Role in PR Measurement
   Strong LinkedIn Presence Builds Client Following
Best Social Media & Marketing Articles
   Social Media Success Starts with Measurable Objectives
   A Beginner's Guide to Social Listening Tools
   Twitter Posts Gone Wrong
   Notable Metrics and How to Use Them
   An Infographic on Infographics
   Track Your Brand with the Right Software
Inspirational Article
Factoids of the Week
Quote of the Week
PR Meetings, Webinars, White Papers
PR & Marketing Job Openings
Best of Previous Issues
Media Monitoring Service — 14-Day F.R.E.E. Trial

Slam Dunk Media Monitoring Free Trial

More Articles for PR Pros:

Sit-Down with Phil Gomes, Advocate for an Active PR Presence in Wikipedia

MotherBoard
PR pros should be spending more time on Wikipedia, states Phil Gomes, senior VP of Edelman Digital. Despite a recent PR "scandal" in late March, when a BP representative was criticized for writing nearly half of the content on the oil giant's Wikipedia page, Gomes believes Wikipedia content can be created ethically and responsibly by the company's own communications departments. As co-founder of Corporate Representatives for Ethical Wikipedia Engagement, Gomes explains that CREWE's core idea rests on four pillars - the first notion being that PR pros aspire to do the right thing. He further talks of future PR challenges, goals and overcoming PR stereotypes in a MotherBoard interview, Meet the PR Guru Who Wants to Help Corporations Write Wikipedia.

PR Pros Stand Out Among Publicists, Journalists

Pando Daily
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

Etienne Garbugli
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

Fast Company
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

PR News
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.

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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

Business2Community
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

Jeff Bullas
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.

Inspirational Article:

How to Improve Your Leadership Skills

Forbes
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

Omnibus News

PR Meetings, Seminars, White Papers

MeetingSocial Fresh East 2013, hosted by Social Fresh, will be held April 18 in Tampa Bay, FL. The cost to attend is $697.
MeetingContent Summit for PR, Social Media and Marketing Professionals, hosted by PR Daily and Ragan Communications, will be held June 24 in Chicago, IL. The cost to attend is $845 for members and $1,095 for non-members.
MeetingInternet Retailer Conference & Exhibition, hosted by IRCE, will be held June 4 in Chicago, IL. The cost to attend is $1,375.
MeetingWord of Mouth Marketing Supergenius Conference, hosted by Gaspedal, will be held July 20 in New York, NY. The cost to attend is $750.
MeetingHow to Monitor Social Media for Indicators of Industry and Market Change, hosted by Aurora WDC, will be held April 17.
MeetingSharepoint 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.
White PaperA Step-by-Step Guide to LinkedIn Company Pages. Learn what's changed on LinkedIn and how you can leverage these updates to drive traffic and leads, grow reach, increase product awareness and optimize for search.
White PaperA "Fan" is not a Business Metric: How Social Media Can Become a Real Business Driver. Learn how to build a social media measurement strategy that aligns with business objectives, demonstrates the business value of your social media program and provides the insight that enables you to optimize for maximum impact.

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 jobpostings@cyberalert.com.
  
Public Relations Positions
Senior Manager, Communications — Twitter
Marketing & Public Relations Specialist — Turnberry Associates
Brand & Communications Manager — Jacksonville Transportation Authority
Public Relations Senior Specialist — Wounded Warrior Project
Staffing Communications Specialist — Google
PR Assistant Account Executive — Hill & Knowlton, Inc.
Administrative Assistant, Public Relations — The Venetian Resort Hotel & Casino
Public Relations Manager — Accellion
PR Associate — Bonobos
PR/Social Media Coordinator — Morad Media, Inc.
Public Relations Specialist — Phelps
Marketing Positions
Marketing & Communications Associate — Situs
Social Media Specialist — Wolverine Worldwide
Senior Associate Digital Marketing Specialist — SAS Institute
Online Marketing Specialist — LiveOps
Marketing Coordinator — Dr. Energy Saver Delmarva
Marketing & Communications Manager — The Sherwood Group, Inc.
Marketing Communications Specialist — Practice Fusion
Marketing Coordinator — Fugro Consultants
Social Media Coordinator — Nicolas Berggruen Institute on Governance
Marketing Coordinator — Pacific Continental Bank
Director of Marketing & Communications — Kisco Senior Living, LLC

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. CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
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