July 2012: Issue 2
This week's edition of Media Monitoring News is one of my favorites - partly because the articles stray from our typical content. Our featured article is not about PR or marketing, but about new scientific concepts. Understanding how science sees the world differently these days will inevitably lead non-scientists to alter their vision as well. Richard Edelman's article on the need to change the business culture is a courageous piece of writing that every CEO should read. We've also included links to the presentations at the TED Conferences where mind-stretching is de rigeur. An article on color selection for brands provides PR and marketing pros some ammunition in discussions with art directors. The right brain/left brain article at least partly explains why art directors come to different design conclusions than finance directors.
PR and marketing topics aren't neglected. There is an in-depth academic paper on methods to evaluate social media monitoring tools and services. The issue also includes multiple articles of real substance on PR measurement.
We hope this issue helps stretch your thinking on many different topics.
||Editor: ||William J. Comcowich
Featured Article of the Week:
39 New Scientific Concepts Everyone Should Understand
At least a few times each year, everyone should read some "outside the box" and mind-stretching articles. 39 New Scientific Concepts Everyone Should Understand
is one of those "whoa" articles to stretch your thinking. Many of the scientific concepts are difficult to understand and will likely challenge some of your preconceptions. Although there's not a single word about PR or marketing, as you read the descriptions of the emerging scientific concepts, you will almost automatically apply them to your own profession and circumstances - and they will undoubtedly change your viewpoint.
TED Talks as of 5/20/2012
The annual TED Conference, by invitation only, is a mecca of innovative thinking, featuring outstanding and "out of the box" speakers exploring technology, entertainment and design. Most of the speeches from past conferences are freely available on line. There, they are less expensive and just as illuminating - though you do miss the live networking of the event. If you're in need of more "stretching", the list of TED Talks as of 5/30/2012
is an edifying way to spend an afternoon - or a week. You can also find the past presentations on the TED Website
, helpfully organized in various ways.
Changing the Culture
Maybe it's because I am personally outraged at the recent unethical and illegal behavior of many big businesses - including big banks and big pharma - now resulting in massive fines, but Richard Edelman's Changing the Culture
really rang the bell for me. In decrying the present culture of big business and calling for change in current incentives, he candidly admits some of the past failings of his own agency and lays out an instructive 8-point plan the Edelman Agency used to change the culture of its business.
Monitoring Your Business Name: Keywords to Keep a Pulse On
Business 2 Community
Aimed at local businesses,
Monitoring Your Business Name: Keywords to Keep a Pulse On
includes helpful hints on methods to monitor news and social media productively. One useful hint to identify negative posts in social media: monitor your corporate name in connection with as many negative words you can think of including that social media favorite "sucks."
An Approach for the Evaluation of Social Media Monitoring Tools
Semantic Technology Institute - Innsbruck
It's a lengthy academic paper from Austria - but An Approach for the Evaluation of Social Media Monitoring Tools
provides a rational basis for choosing the right social media monitoring tools and services, and applies that analysis to many of today's high-end social media monitoring services including Alterian, Brandwatch, Cymfony, Meltwater Buzz, My BuzzMetrics, Radian6, Sysomos, and Visible Technologies.
Five Ways to Improve Your Social Media Measurement
As the use of social media for marketing and PR continues to gain momentum, measurement becomes vital to assess results. Five Ways to Improve Your Social Media Measurement
focuses on sensible principles in implementing a social media measurement initiative.
Calculate Social Media ROI with Purchase Equivalency Calculator
Ignite Social Media
If you're one of the dozens of agencies in the business of social media measurement, you need a differentiator. Calculate Social Media ROI with Purchase Equivalency Calculator
describes Ignite's new formula to calculate results in social media. The formula is reminiscent of advertising value equivalency (AVE). As a result, I thought I'd try to find out the thoughts of PR measurement guru Katie Paine about it. On her Twitter feed, she said: "This will drive you nuts." Nonetheless, the approach may be worth considering for marketing folks wanting defendable numbers.
Defining a Process for Public Relations Measurement Standards.
David Geddes, chair of the Institute for Public Relations Measurement Commission, explains the progress in establishing PR measurement standards. Defining a Process for Public Relations Measurement Standards: What Can You Do
also describes the principles and processes that are at the core of the standardization efforts. Finally, he exhorts PR professionals to get on board the measurement movement by providing feedback on the interim standards and by starting to apply the interim standards in daily practice.
Build Tighter PR Client-Agency Relationships with the Help of Measurement
6 Steps to Content Marketing Success
Whether the "content marketing" is implemented by brand management, marketing communications or public relations, it's becoming an imperative to create awareness of brands and companies. 6 Steps to Content Marketing Success
proposes an approach to create a proper foundation for content marketing.
Will Marketing Muck Up Social Media?
Shel Israel, a respected writer on PR and marketing topics, maintains that social media "the medium that has already demonstrated miracles is in danger of becoming the same sort of vast wasteland that TV became." Will Marketing Muck Up Social Media?
cites major problems including:
- "The language has changed" from conversational to transactional.
- Listening is ebbing; shouting is flooding.
He exhorts marketers to keep the marketing tactics conversational in social media.
5 Ways Social Media is Rewiring Our Brains
Ragan's PR Daily
- We're becoming dumber (more distracted = dumber).
- We're more easily bored (too many dopamine squirts).
- We can't focus or handle stress (too much stimulae).
- We are less satisfied (not enough serotonin).
- We become more partisan (seeking like-minded ranters).
That only applies to consumers of social media. What about producers of social media?
Nine Take-a-Ways from Lee Odden's "Optimize"
Sword and the Script
Lee Odden's new book, "Optimize," examines the lessons and experience from 10 years of blogging. Nine Take-a-Ways from Lee Odden's Optimize
highlights key quotes from one of today's preeminent analysts of social media marketing.
True Colors, Branded Colors [Infographic]
Most color decisions made by PR and marketing professionals are made on whim or personal preferance.
In the midst of changing the color palette of the CyberAlert website, we were looking for some guidance on use and "meaning" of colors in marketing and found this infographic.
With insights from True Colors, Branded Colors
you may be able to choose colors more rationally. The consumer reaction to various colors smells a bit "pop psychy," but may nonetheless be helpful. Startling stat: 28% of the world's top 100 brands use black or grey scale as their logo color.
Are You Left Brain or Right Brain? [Infographic]
Creative folks in PR and marketing think differently from scientists and bean counters.
Are You Left Brain or Right Brain?
explains the differing learning styles and problem-solving approaches. [Note: In psychological testing many years ago, your editor was determined to be "dominantly right-sided with major left-side tendencies." That's a helpful assessment, don't you think?]
Less-Confident People Are More Successful
Harvard Business Review
Article opening: "There is no bigger cliché in business psychology than the idea that high self-confidence is key to career success. It is time to debunk this myth. In fact, low
self-confidence is more likely to make you successful." It's totally counter-intuitive that Less-Confident People Are More Successful
, but it comes from a well-known researcher publishing in a highly-respected business journal. Extremely low self-confidence, however, is "not helpful."
PR Meetings, Seminars, White Papers
— 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 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.
, 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 $545 for members and $795 for non-members.
— 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 and $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 firstname.lastname@example.org
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.
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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.
|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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