The week's featured Media Monitoring News blog posting by Inkling Media examines how utilizing the scientific method can improve performance in public relations and corporate communications. It's a bit off-beat, but may prove quite useful for PR pros willing to rethink their approach to project assignments.
This issue contains a boat load of articles on media monitoring and measurement to help you launch or enhance your efforts at measuring PR success. Some articles are basic; some more advanced. All are worthwhile.
All PR practitioners must understand the Penn State Crisis: what happened, how the university administration messed up, the motivations which caused the PR crisis, and how PR can help organizations avoid such calamities in the future. We include four of the best articles on the subject in the past week.
This Media Monitoring News issue also includes a compendium of articles on managing a social media crisis - an extraordinarily useful guide in light of the Penn State revelations.
A couple of well-done infographics on social media and an article on the best business and personal uses of infographics will help clarify your thoughts about how your organization might develop and distribute an infographic.
Our self-improvement article explains the multiple small gestures you can make each day to brighten another person's day. Maybe we could all resolve to do at least one thing each day do that would brighten another's day.
||Editor: ||William J. Comcowich
Featured Article of the Week:
Applying the Scientific Method to Your Social Media Plan
All of us learned the scientific method in high school and college. Most of us then dismissed it as being relevant only to scientists. Wrong! Applying the Scientific Method to Your Social Media Plan
makes a convincing case for utilizing the scientific research process in most any research or program development project. In the search to improve results in corporate communications and public relations, applying the scientific method is unquestionably a proved methodology and probably an important differentiator in PR. In case you forgot, here's the scientific method, as depicted in the article.
Abuse Scandal Inquiry Damns Paterno and Penn State
New York Times
As first Richard Nixon, then the Roman Catholic Church and now Penn State demonstrate, cover-ups cause PR disasters and serious consequences. Reading the report on Penn State shows how easy it is to fall into the trap of trying to protect friends and avoid bad publicity - only to be trapped by far more incriminating cover-up publicity later on. The major expositions of the Freeh report on Penn State are mandatory reading for PR professionals. Abuse Scandal Inquiry Damns Paterno and Penn State
offers the most comprehensive analysis, but other excellent articles appear in the Washington Post
and the Wall Street Journal
. The New York Times editorial, Penn State's Part
, is also worthwhile reading. For a crisis management assessment, take a look at Crisis management experts say painful Freeh report helps Penn State to move on
in the Washington Post. For PR professionals, it is imperative to fully understand the consequences of covering up ethical or criminal transgressions by employees or other constituencies. As individuals, we must recognize and subvert the tendency to overlook untoward behavior by colleagues.
The Importance of Social Media Monitoring
Once you've launched your social media marketing or PR program, you need to track its success with comprehensive media monitoring. The Importance of Social Media Monitoring
explains the key metrics and provides short introductions to some of the do-it-yourself tools. The D-I-Y tools are useful, accurate and worthwhile for small businesses, but are extremely time-consuming and do not provide the data and insight available from low-cost subscription services that automatically monitor social media based on key words.
Social Media Monitoring 101
101 is the rubric for "basic", and Social Media Monitoring 101
does indeed review the basics of social media monitoring and the tools to do it, offering a starting point for beginners.
Social Media Is Great, but Measuring Sucks [Infographic]
Running a PR Life (Kristine Simpson]
There are some quite interesting stats in Social Media is Great, but Measuring Sucks
, an infographic entitled "Is Your Social Media Strategy Working" by WARC. It shows how marketers distinguish the different values of a fan and the dollar value of a Facebook fan. Everyone "likes" social media, but few seem to know how to measure it effectively.
Five Ways to Measure Social Media
Spin Sucks (Gini Dietrich)
Originally posted a few months ago, Five Ways to Measure Social Media
avoids the complicated algorithms and math of measuring social media and gets to the heart of measuring business results: leads generated, converted leads, shortened sales cycle, improved margins and, for not-for-profits, increased fund-raising. If you have a distinct Website landing page and phone number to track social media leads, it's easy to measure those with the simplest of spreadsheets.
5 Essential and Easy Social Media Metrics that You Should Be Measuring
Would it surprise you that 5 Essential and Easy Social Media Metrics that You Should Be Measuring Right Now
are entirely different from the Five Ways to Measure Social Media (see above). Of course you wouldn't - and that's just a small indicator of the continued flux in social media measurement. The five here are: volume, reach, engagement, influence and share of voice. When you get into it, you'll undoubtedly find it's not so easy and you'll need the help of tools and services.
50 Top Twitter Tracking and Analytics Tools
It's truly mind-blowing how many different metrics the 50 Top Twitter Tracking and Analytics Tools
measure. There's almost certainly a tool already extant to measure most anything about Twitter you want. Just peruse the list and find the one(s) to meet your needs. Is the one super-duper, measure everything Twitter coming soon?
Hungry for Social Media Measurement Standards?
PR at Sunrise
With hundreds of service providers offering secret sauces and black-box solutions, it's often difficult to sort out the credible approaches. Social media measurement standards would help. One of the pioneers in PR measurement and now an independent consultant, Angela Jeffries possesses deep understanding of the ins and outs of media measurement - first in news and now in social media. In Hungry for Social Media Measurement Standards?
, she explains the standards-setting efforts of the media measurement industry and analyzes the metrics that are emerging as the consensus "must-haves."
The Social Publishing Model from Intel: IQ
Written by Bryan Rhoads, global content strategy, Intel, The Social Publishing Model from Intel: IQ
explains how one of the corporate giants deals with today's 24/7 cycle of content and social actions. To remain relevant, brands need to produce more interesting, useful and timely content, and they need to adapt to a new "social publishing model" to feed the social content cycle. The Intel communications and PR departments built a social media publishing platform called IQ, leveraging employee contributions to social media and enabling company-wide content curation. It's an approach worth considering to harness social media content development.
23 Point Web Content Litmus Test: Is It Truly Unique, Engaging & High Quality?
Search Engine Watch
One problem with social media is that too many people spew too much palaver. As a marketing tool, social media — especially blogs - need to offer the audience something interesting, instructive or entertaining. To see how your content measures up to the standard of unique, engaging and relevant, you can use the 23 Point Web Content Litmus Test: Is It Truly Unique, Engaging & High Quality
. It asks you to evaluate your content against specific measures of accuracy, relevance, originality, and engagement. If your content fails the test, rethink and rewrite.
Websites with Excellent Font Usage and Guidelines for Your Site
On Extra Pixels
Selecting the right fonts for your website is one of the critical design decisions. Amateurs make two common mistakes: too simple and too complicated. Using examples of well-designed websites from a variety of industries, Websites with Excellent Font Usage and Guidelines for Your Site
offers professional principles and pointers to help you create or update a site so it looks well-designed. The three key principles: 1) Make it readable 2) don't try to be original. It's best to follow patterns established by leading publications. 3) Mix fonts wisely.
Your Social Media Crisis FAQ
Your Social Media Crisis FAQ
offers a comprehensive compendium of articles (likely to become a book) by Melissa Agnes on most every aspect of managing corporate reputation in a social media crisis. More than solid content on an important PR subject, the series of articles is a remarkable case study on how an individual can use social media to rapidly become recognized as a go-to expert and consultant. Three requisites: knowledge of subject, passion for subject, superior writer.
11 Effective Twitter Strategies for Brands
Brands are missing out on big opportunities to engage with consumers on Twitter by tweeting at the wrong time or in the wrong way, according to a study from Buddy Media. 11 Effective Twitter Strategies for Brands
summarizes the report's sometimes surprising findings. One surprise: tweet on weekends for better engagement results.
12 Most Intriguing Uses of Infographics
Infographics emerged only a few years ago, but already they seem to be ubiquitous. From hard-core to whimsical, 12 Most Intriguing Uses of Infographics
looks at how to apply this new communications medium for various corporate communications, marketing, PR and even personal purposes. Marriage proposal anyone?
Social Media Leaders - 2012 [Infographic]
Want more data about the reach and positioning of various social media platforms? Gorkana, the U.K. based media monitoring and analysis service, produced Social Media Leaders - 2012
to position the major social media platforms by relative size and type of service.
57 Ways to Spread Kindness and Brighten a Day
Charity Ideas Blog
Basically, we all know the value of brightening another person's day and how to do it. Too often, we pass up the opportunity. So, as a reminder and motivator, here are 57 Ways to Spread Kindness and Brighten a Day
. True story: as a neophyte 16-year-old driver, I had a flat tire and no jack. A really big somewhat scary guy (turns out he was a professional wrestler) in an oversized Cadillac (guys of a certain age would pay megabucks for what caddy today) stopped to help, hauled out his jack and showed me how to change a tire. When he finished, he asked that I repay him by simply doing the same thing for someone else. I fulfilled his request at least 20 times over the years - and I asked the people I helped to do the same. It has brightened MY day thinking about the "chain letter" of helpfulness started by one wrestler.
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
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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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