June 2012: Issue 5
Media Monitoring News this week includes important contributions from two professional associations. First is a glossary of terms on media measurement from AMEC and, then, WOMMA serves up its recommendations on disclosure in social media. Twitter is the focus of a set of articles explaining how best to utilize Twitter for promotion, how to measure Twitter, and how to generate better content for Twitter.
Articles on the legal implications of social media include the issues involved in moderating "comments" on your site.
Finally, our self-help articles examine the art and discipline of listening - something few of us do really well.
||Editor: ||William J. Comcowich
Featured Article of the Week:
The Truth about Engagement
Many journal articles expound on measuring "engagement" - and, often, simply reiterate the obvious. The Truth about Engagement
takes a step back and focuses on the neuroscience of engagement and how it applies to digital marketing. It defines "engagement" as most people recognize it in their personal (not digital) lives and examines what happens in the brain when we are "actively engaged." It then ties the brain science back to digital applications for business.
50 Shades of Social Media Measurement Tools
Given the plethora of social media monitoring, measurement and management tools, the software space can be confusing. Aside from the headline reference to the "hot" book of the month, 50 Shades of Social Media Measurement
provides a superb framework to categorize the different tools. Just pick one tool from each category. Unfortunately, the article does not identify the top software offerings in each category, probably because the article was written by an employee of a software tool company.
A Buyers' Guide to Social Media Management Software
Social Media Explorer
If you're planning to buy one of the social media software tools, what characteristics and features should you be looking for? A Buyer's Guide to Social Media Management Software
by Chuck Hemann offers a sound approach to evaluating software tools before purchase.
Carma PR Measurement Tips
Carma International, one of the preeminent media analysis services, provided PR News with a weekly measurement tip. Carma PR Measurement Tips
aggregates the weekly tips. Each contains a worthwhile insight.
[Media Measurement] Glossary - Plain Speaking
In rapidly evolving business functions like media measurement, defining commonly-used terms can be a helpful exercise to be sure everyone is, so-to-speak, on the same page. The International Association for the Measurement and Evaluation of Communication (AMEC) has assembled the very useful Glossary - Plain Speaking
defining terms, slang and acronyms specific to media measurement and analysis.
Six Types of Social Media User
Not everyone approaches social media with the same perspective. Aimia, a loyalty-management firm, has unveiled a new segmentation model that analyzes trust and control as drivers of 6 distinct social media personas. Six Types of Social Media User
succinctly describes each of those personas ranging from very active to near totally passive.
The 10 Most Important SEO & Social Media Tactics of 2012
Social Media: 5 Legal Risks to Your Company
PR and marketing staff in major companies have multiple staff lawyers telling them the legal risks of any particular PR or marketing activity, and dictating why they can't do something from a legal perspective. But small companies have little access to legal counsel. Social Media: 5 Legal Risks to Your Company
outlines potential legal landmines in social media that every company should be aware of and skirt.
The WOMMA Guide to Disclosure in Social Media Marketing
Word-of-Mouth Marketing Association
Back in the day, the scandal involved radio disc jockeys receiving "payola" for playing certain songs. Today, some bloggers accept "inducements" for plugging certain products or services. In light of the Federal Trade Commission (FTC) Guides Concerning the Use of Endorsements and Testimonials in Advertising, WOMMA leadership developed The WOMMA Guide to Disclosure in Social Media Marketing
. WOMMA proposes guidelines for ethical practices by both marketers and social media writers/publishers. It's a thoughtful analysis of the issues with detailed recommendations that are likely to become accepted standards.
The Thankless Job of Online Comments Moderator
Do you have a "comments" function on your web page? You need to patrol the comments to be sure they aren't opening you to legal liability such as defamation or copyright infringement or plain nutty diatribes. As explained in The Thankless Job of Online Comments Moderator
, it's a difficult and draining assignment requiring daily attention. The importance of the task must be fully understood before launching a community site.
12 Keys to Success on Twitter
Success on Twitter requires planning and thoughtful implementation of the plan. 12 Keys to Success on Twitter
includes more than the obvious approaches to achieving success on Twitter including the suggestions to "tweet multimedia content" and "automate Twitter content distribution."
20 Ideas for Things You Can Tweet Right Now
20 Top Twitter Monitoring and Analytics Tools
Although the article is a few months old, 20 Top Twitter Monitoring and Analytics Tools
examines a wide range of software tools to measure your corporate presence on Twitter, providing some feel for what exactly each tool measures. The wide range of metrics used by the various tools is quite startling and argues for the need for measurement standards for social media.
9 Slimy Sales Tricks that Work
Open Forum (American Express)
Ahem, of course you'd never use them, but you undoubtedly would just like to know the 9 Slimy Sales Tricks that Work
in PR and marketing communications including the use of "exclusive", "free", "urgency" and "scarcity."
The Discipline of Listening
Harvard Business Review
Even though we're reluctant to admit it, most of us are distracted listeners - thinking about something else while listening half-heartedly, maybe even multitasking. The Discipline of Listening
by Ram Charan contends that most of us can master the art of disciplined listening. The article eschews the conventional advice on good listening and, instead, offers four techniques to empathetic listening including "pan for the nuggets" and "consider the source" and his or her frame of reference. If you want to be a doubly-good listener (by reading a second article), take a look at 7 Rules of Listening, Really Listening
from Business Insider. It focuses on listening well during emotional conversations.
PR Meetings, Seminars, White Papers
— PR & 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.
— Marketing World 2012
, sponsored by Frost & Sullivan, will be held July 16-18 in Boston, Ma. The cost to attend is $2,995.
— PRSA Midwest Conference
, sponsored by PRSA, will be held July 19-20 in Chicago, IL. Cost to attend is $200.
— SES San Franciscon
, 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.
, sponsored by Social Media Explorer, will be held August 16-17 in Minneapolis, MN. Price to attend is $250.
— B2B Marketing Summit
, sponsored by MarketingSherpa, will be held August 27-30. The cost to attend is $1,695.
— PR 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.
— PRSA 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.
— DMA 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.
— PR News 15 to Watch
. Submission deadline is August 17. Event to be held in Washington, DC in December.
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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