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Monitoring Library

Media Monitoring News Archives

CyberAlert: Nobody Monitors and Measures the Media Better
left edge left margin June 2012: Issue 3
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For the first time this week, Media Monitoring News includes a "Featured Article" - the one article to read if you're reading only one. The featured article this week is an in-depth analysis in "The Atlantic" that examines, from many angles, the impact of the Twitter hash tag and social media on major corporations, explained through the story of Molly Katchpole who used social media and hash tags to force Bank of America to rescind their newly announced $5/month checking account fee.

Media Monitoring News focuses this week on its "hard core" subjects of media monitoring and PR measurement with six important articles including Katie Paine's report on the new PR measurement standards set by the IPR Commission on Measurement and Evaluation. The issue also contains a large dose of articles on content marketing and social media marketing. You may also enjoy the juxtaposition of two articles that recommend diametrically opposed approaches to copy and program development. The first, "The Art of Polish", recommends careful editing to polish all copy. On the other hand, "5 Dos and Don'ts of Social Media" suggests "Just Ship It" - that is, put it out there as quickly as possible, even with flaws, and then improve it later. Interestingly, the two positions are not contradictory. The two articles on Twitter are also helpful in using the microblog more successfully. Finally, the Mary Meeker Presentation on the State of the Internet is an annual must-read for anyone involved in online marketing or communications technology.
  Editor: William J. Comcowich
CyberAlert, Inc.
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Featured article:


How Hashtags and Social Media Can Bring Megacorporations to Their Knees

The Atlantic
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The article tells the story of Molly Katchpole and the $5 checking account fee by Bank of America. How Hashtags and Social Media Can Bring Megacorporations to Their Knees is an eye-opener for any C-level or communications executive in most any company. It presents an in-depth, informative and insightful assessment of the impact of social media (and the lowly hashtag) on major corporations.

Table of Contents
Best Recent PR & Marketing Articles
  Companies Use Social to Track and Follow Up on Brand Mentions
  You Want Engagement and Relationships? Listen Up!
  Monitoring the Social Media Conversation
  Employers Face New Laws on Social Media Monitoring
  Standards Agreed Upon for Traditional PR Measurement
  AVEs Don't Measure PR: Here's Why
  CMO Reports on the Value of Social Media [Infographic]
  The Art of Polish: 7 Steps to Making Your PR Writing Shine
  5 Dos and Don'ts of Social Media
  The 10-Step Content Marketing Checklist
  To Gate or Not to Gate: That is the B to B Content Marketing Question
  Mary Meeker's Latest Presentation about the State of the Internet
  The New Funnel
  20 Tips to Avoid Being a Social Brand Gone Wrong
  Business Tips from the Google+ Trenches
  The Beginner's Guide to Twitter
  The Twitter Thesaurus: Gives You Shorter Synonyms
PR Meetings, Webinars, White Papers
PR & Marketing Job Openings
Best of Previous Issues
Media Monitoring Service — 14-Day F.R.E.E. Trial

Omnibus News
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Companies Use Social to Track and Follow Up on Brand Mentions

eMarketer
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How many businesses and brands monitor social media? Companies Use Social to Track and Follow Up on Brand Mentions quantifies usage of both B2B and B2C companies in monitoring social media for mentions and customer service. The data indicates that monitoring is pervasive, but not universal. B2C brands are far more likely to monitor and follow up than B2B brands.

You Want Engagement and Relationships? Listen Up!

The Measurement Standard
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When you see the byline Jim Mcnamara (he from down under) and a topic on media monitoring or PR measurement, yes, listen up! The article almost assuredly contains important findings and insights. You Want Engagement and Relationship? Listen Up! includes some fundamental ideas and research findings about "engagement" as a key influence on human behavior. Major point: Before you engage, you must listen. Media monitoring is a key requisite of engagement. Other prerequisites: let the other party participate and give them a say. Those three essentials must be incorporated to achieve success in any social media program for marketing and PR.

Monitoring the Social Media Conversation

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Monitoring the Social Media Conversation, a white paper from Vocus, is a primer on social media monitoring designed primarily to be helpful for neophytes to online media monitoring. It offers solid grounding on the rationale for monitoring social media and the steps to begin a monitoring program.

Employers Face New Laws on Social Media Monitoring

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When a few smaller employees asked job candidates for their social media passwords or were asking to "shoulder surf" personal sites during a job interview, it caused a media uproar. Now it's causing legislative action. Employers Face New Laws on Social Media Monitoring examines the race in many states to write new laws preventing employers from performing social media monitoring of employees.

Standards Agreed Upon for Traditional PR Measurement

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In Standards Agreed Upon for Traditional PR Measurement, Katie Paine outlines the standards approved last week by the IPR Commission on Measurement and Evaluation. The subheads tell the progress:
  • Standard #1: How to Calculate Impressions.
  • Standard #2: Items for Analysis - What Counts as a Media "Hit".
  • Standard #3: How to Calculate Tone or Sentiment.
  • Standard #4: Options for Assessing Quality Measures.
  • Standard #5: Advertising Value Equivalency (AVEs) Should Not Be Used as a Standard of Measurement.
Assessment: Notable progress for PR measurement and evaluation.

AVEs Don't Measure PR: Here's Why

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Katie Paine has another anti-AVE (advertising value equivalent) proselytizer. The UK media monitoring service (a.k.a. Durrant's) published a detailed analysis AVEs Don't Measure PR: Here's Why. Its arguments solidify the case against using AVEs to measure PR. Suggestion: Save the article for reference against the day when a client or boss demands AVE measurements. NOT!

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CMO Reports on the Value of Social Media [Infographic]

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When the chief communications officer or chief marketing officer asks about the ROI of social media, CMO Reports on the Value of Social Media is a good place to start in assembling data for your report. The infographic includes the most-favored metrics for social media measurement and the relative value of the major social media platforms.

The Art of Polish: 7 Steps to Making Your PR Writing Shine

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It's the final 5% that turns the ordinary into the exceptional. That sign in the CyberAlert offices typifies the sentiment behind The Art of Polish: 7 Steps to Making Your PR Writing Shine by Andrew Hindes who outlines proven techniques to move PR copy from ordinary to exceptional.

5 Dos and Don'ts of Social Media

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The opposite of "polish" is to "Just ship it" - akin to Nike's "Just Do It." The core idea: don't worry about the product being perfect. Just get it out the door. Avoid paralysis by analysis. That's the approach suggested in 5 Dos and Don'ts of Social Media. It's at least worth thinking about just diving in and tweaking later based on consumer feedback - though that's not the usual style of most corporate, government, or not-for-profit PR and marketing departments.

The 10-Step Content Marketing Checklist

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If you're looking to use "content" as a key element in your marketing strategy (almost a necessity these days), The 10-Step Content Marketing Checklist offers solid advice on how best to develop and market content. Key advice: don't build on rented land. Think in advance about where and how the content you develop will live and how audiences will get to it. In most cases, put it first on a domain you control.

To Gate or Not to Gate: That is the B to B Content Marketing Question

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Should you require folks to register in order to get a copy of your white papers and other PR or marketing content or should you publish it with open access for all? Or, stated otherwise, To Gate or Not to Gate: That is the B to B Marketing Question. Author Ruth P. Stevens examines the question in a balanced way - providing the arguments both for and against registration - and comes down on the side of requiring registration in order to identify potential customers, and develop a relationship with them.

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Two Best Values in Media Monitoring
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Mary Meeker's Latest Presentation about the State of the Internet

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Former investment banker Mary Meeker, now of venture firm Kleiner Perkins, has published her "State of the Internet" presentation since, well, pretty much the beginning of the commercial Internet. The annual presentation is widely recognized as the most thorough and thoughtful examination of Internet developments - and is pretty much "the bible" for investment decision-makers. Mary Meeker's Latest Insights about the State of the Internet gives you access to the entire 112-slide presentation. Almost guaranteed, somewhere in the presentation are data that will be crucial for what you're doing or want to do in PR or marketing.

The New Funnel

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If you're into marketing and sales funnels, The New Funnel by Jim Sterne will likely be a special toy box for you. It digests dozens of existing sales funnels into The Digital Analytics Funnel composed of data, metrics, reports, benchmarks, alerts, automation and insights. Agreed: insight is the preferred outcome when data is the initial input.

20 Tips to Avoid Being a Social Brand Gone Wrong

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Where do brands go wrong in social media? Let us count the ways: strategy, design, content, messaging, engagement - and that's just for starters. 20 Tips to Avoid Being a Social Brand Wrong! lists 20 "must haves" of social marketing to avoid becoming a brand (or corporate web site) gone bad. (Microsoft spellchecker thinks "badly". I think not.)

Business Tips from the Google+ Trenches

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Admitting that achieving success is not easy or quick in social media, Business Tips from the Google+ Trenches explains that Google+ requires tender love and care in order to flourish. Author Jessica Sanders suggests the most useful approaches to do Google+ well, and to do well with Google+.

The Beginner's Guide to Twitter

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OK, so you're not a beginner on Twitter. Nonetheless, The Beginner's Guide to Twitter offers a Twitter glossary and important guidance on effective use of Twitter, both personally and for corporate accounts.

The Twitter Thesaurus: Gives You Shorter Synonyms

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If you have a proclivity for humungous words, you may overshoot the 140-character limit of Twitter. To meet character limitations, the Twitter Thesaurus gives you shorter synonyms for words you used in your first draft. e.g. like to use, big, exceed, limit.


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PR Meetings, Seminars, White Papers

F.R.E.E.Virtual Conference - Social Media Marketing, sponsored by MarketingProfs, will be held June 8.

Meetinginfo360 Conference & Expo, will be held in New York, NY on June 12-14. Cost to attend is $1,195 for the gold pass.

MeetingThe Corporate Social Media Summit, will be held in San Francisco, CA on June 19-20. The cost to attend is $1,800.

MeetingThe Taste of Tech, sponsored by PR Week, will be held June 21-22 in New York, NY. The cost to attend is $1,295.

MeetingIABC World Conference, sponsored by IABC, will be held June 24-27 in Chicago, IL. Cost to attend is $1,700 for members and $2,100 for non-members.

MeetingNew Realities: Campus Coverage and the Media, will be held June 27-29 in Washington, DC. The cost to attend is $695.

MeetingAllFacebook Marketing Conference, will be held June 28-29 in San Francisco, Ca. The cost to attend is $599.

MeetingPR & the Media, sponsored by PR Week, will be held July 3 in London. Cost to attend is 250 (+ VAT 300) if registered before June 8.

MeetingPRSA Midwest Conference, sponsored by PRSA, will be held July 19-20 in Chicago, IL. Cost to attend is $200.

MeetingSES San Francisco, sponsored by ClickZ, will be held August 13-17 in San Francisco, Ca. The cost to attend is $2,795. Early bird rates are available.

MeetingExplore!, sponsored by Social Media Explorer, will be held August 16-17 in Minneapolis, MN. Price to attend is $250.

MeetingMeeting - B2B Marketing Summit, sponsored by MarketingSherpa, will be held August 27-30. The cost to attend is $1,695.

MeetingPR Best Practices Summit, sponsored by Ragan Communications, will be held September 10-11 in Washington, DC. The cost to attend is $795 for members; the cost for non-members is $545.

MeetingPRSA International Conference, sponsored by PRSA, will be held October 13-16 in San Francisco, Ca. The cost to attend is $1,275 for members, $1,575 for non-members.

MeetingDMA 2012, sponsored by Direct Marketing Association, will be held October 13-18 in Las Vegas, NV. The cost to attend is $1,899 if registered before June 29.

MeetingSocial Media Strategies Summit, will be held October 23-25 in Boston, Ma. The cost to attend is $1,595.

PR AwardsWebAwards, sponsored by Web Marketing Association, "Recognizing the Best Web sites in 96 industries." Extended deadline is June 15.

PR AwardsDigital PR & Social Media Awards 2012, sponsored by PR Daily. Deadline without penalty is June 22; July 13 with penalty. Finalists will be announced September 19.

PR AwardsPR News Digital PR Awards. Submission deadline is July 13. Event to be held in Washington, DC in October.

PR AwardsPR News 15 to Watch. Submission deadline is August 17. Event to be held in Washington, DC in December.

PR AwardsSNCR Excellence in New Communications Awards, sponsored by Society for New Communications Research. Submission deadline September 7; no extensions granted. The cost to enter is $75.

WebinarPR Agency New-Business Generator Workshop, sponsored by Bulldog Reporter, will be held July 13 from 1pm -5pm ET. The cost to attend is $695.

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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.

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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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NEWS MONITORING
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CyberAlert 5.0 - local, national, and worldwide news monitoring and press clipping service monitors 55,000+ online news sources in 250+ languages each day.
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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.
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ONLINE SOCIAL MEDIA MONITORING
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BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 75+ million blogs worldwide.
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CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
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Netpinions - consumer discussion / word-of-mouth / buzz monitoring service monitors 100,000+ online message boards, forums, and Usenet news groups.
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Twitter & Facebook - Monitor your key words in all Twitter tweets and all Facebook public posts.
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