July 2012: Issue 4
The featured article this week in Media Monitoring News is a slide presentation from Burson-Marsteller on SlideShare. Net - a wonderful resource on business topics. It presents detailed study results on how the Fortune Global 100 Companies are engaging in social media, and it contains some interesting and useful stats.
An article from Dragon Search that compares media monitoring tools includes detailed and forthright evaluation of many of the major social media monitoring services. It will give you a head start in doing your own evaluation and making a purchase decision. Another article on media monitoring examines the whys and how's of an important but often overlooked application of media monitoring - competitive intelligence.
This issue also includes three articles on writing techniques for public relations. One decries the overuse of "excitement" terms in news release quotes. Another sorts through some myths about blog writing. And, finally, there's an analysis of the characteristics that make a story persuasive. Isn't telling persuasive stories really the core of what PR is all about?
In a first, we've included an "employment" article. This one details what you should include in and scrub from your social media presence when you're looking for a job.
And, if you're headed out on a business trip, you'll find two helpful articles on how to pack your carry-on.
||Editor: ||William J. Comcowich
Featured Article of the Week:
Burson-Marsteller: The Global Social Media Check-Up 2012
The study by Burson-Marsteller, presented in 47 slides, examines the use of social media by the Fortune Global 100 Companies, looking specifically at how the companies use Twitter, Facebook, YouTube, Google+ and Pinterest. The Global Social Media Check-Up 2012
compares results to 2010 and 2011, thus showing valid trends on corporate participation. Key findings: Engagement in social media by companies has increased substantially, prompted by growth in consumer use of social media. Many companies use multiple accounts to target geography, topic or service, and create original content for those accounts. Many companies adapt existing content to new platforms. If you're looking for data to support social media initiatives, you may well find it here.
Social Media Monitoring Tools: The Search for the Holy Grail
Deidre Drewes went on a quest to find the very best social media monitoring tool - and reports on her findings in Social Media Monitoring Tools: The Search for the Holy Grail
. Her report includes product comparisons of 34 desired features that Dragon Search's dream tool would include. The article's key value: she includes her forthright evaluations of the tested tools. The limitation: she ignored some viable media monitoring contenders - and news monitoring was omitted from the test. The article solicited comments and received a long list of replies — mostly uninformative.
How to Stalk Your Competitors in Social Media (So You Can Crush Them)
In addition to being an object lesson in writing tantalizing headlines ("stalk" instead of "monitor" surely increased readership), How to Stalk Your Competitors in Social Media
offers thorough guidance on how to perform a social media competitive analysis including where to do the stalking and what metrics to gather. It applies the recommended competitive analysis methodology in a case study of Starbucks vs. Dunkin Donuts on each of the major social networks.
How This Guy Lied His Way into MSNBC, ABC News, the New York Times and More
"This Guy" Strikes Back — PR Cat Fight/Guys Version — Ryan Holiday vs. HARO
Absolutely, positively couldn't resist this follow-up article - because it's a real cat fight between guys with ad hominem attacks rarely seen in professional PR circles. But, more importantly, it makes interesting points about the relationship of journalists and subject-matter experts, and services like HARO that pair them together. First, Peter Shankman of HARO lashes out at Ryan Holiday, the "This Guy" media manipulator who used HARO to get himself quoted as an expert in multiple news sources when he had no expertise. Then, leading with the Shankman diatribe Holiday scratches back on July 23, authoring Honoring a Reporter.s Obligation: Dissecting Peter Shankman.s Hypocrisy
in which he defends his manipulative actions and dissects the shortcomings of HARO and the media. An interview with Holiday on June 29th in Huffington Post entitled Ryan Holiday...Wants to Break the Media
delves into his motivations in perpetrating his media manipulation.
3 Reasons Why Analytics Disappoint and How Not to Be Disappointed
With all the discussion about the "how" of analytics and metrics, the reality is that there can be structural impediments to PR and marketing measurement. 3 Reasons Why Analytics Disappoint
and How Not to Be Disappointed
examines some of those barriers including business misalignment, poor implementation, and company politics. It also offers some remedies. In addition to structural hurdles, procedural pitfalls as described in 7 Enemies of Social Media Measurement
often undermine PR and marketing measurement programs. For another disconcerting revelation about measurement, have a look at Facebook Quietly Announces Analytics Flub
, which explains that Facebook "reach" figures were and probably still are bogus.
What is the Role of a PR Firm?
Many clients and some public relations professionals have a narrow conception of the PR function, basically stated in the old vernacular "get ink." The written text of What is the Role of a PR Agency
may be viewed by some as prosaic, but the article includes a well-conceived and instructive graphic depicting the multiple consultative and functional roles of public relations departments and agencies. The graphic could find a place in most every agency proposal for PR services.
Study: Viewers Turning to YouTube as News Source
A study by Pew Research Center's Project for Excellence in Journalism, based on 15 months of research, has found that Viewers Are Turning to YouTube as a News Source
as professionally-created video from mainstream news sources now co-exists with consumer-created video. Conclusion: video sharing sites are now primary news outlets for public relations and marketing videos.
News Releases: Too Excited
News releases are now packed with excitement - but the wrong kind. According to "I'm So Excited"
a study by Wylie Communications of news releases distributed by Business Wire, corporate communicators are inappropriately overusing terms to express excitement including "pleased", "excited", "proud", "delighted" and even "thrilled", mostly in executive quotes. Wylie assessment: a) such quotes are clichés, always to be avoided b) they say nothing c) outsiders don't care how you feel about it. Recommendation: contain yourself in use of excitement clichés and rewrite the quote to excite the reader. Most executives won't say it that way and most news sources won't print it that way (except those that automatically re-publish news releases without human editing.)
Six Characteristics of Highly Persuasive Stories
Most every piece of marketing and PR communications contains a "story" and seeks to persuade the audience. Many of us - including yours truly — rely primarily on "rhetorical persuasion", the use of logical arguments. But, as demonstrated in both the courtroom and corporate communications, narratives - that is, stories - are often more effective than logical arguments in persuading a jury or any other audience. Six Characteristics of Highly Persuasive Stories
explains the most important elements of story-telling that affect persuasion.
12 Most Horrible Pieces of Blogging Advice
IKEA Unveils Its Catalog of the Future
Print Media Center
Watch the <2-minute video to see what they mean by "augmented reality" in IKEA Unveils Its Catalog of the Future
. Basically, a smart phone app interacts with the catalog (or any other printed piece) to deliver multimedia information about the product or service. Months from now, it will be S.O.P.
Social Media Belongs in the Contact Center
As marketing, communications and PR departments joust over control of social media, Social Media Belongs in the Contact Center
argues for a customer-service and customer-centric view of social media where the contact center is responsible for handling most all social media interactions. In making the argument, the article includes a useful list of mandatory functions and processes in handling social media inquiries and complaints - processes that are standard operating procedure in call centers. If control of social media is still up for grabs in your organization, you should know the arguments - and consider if you want to defer to customer service.
State of Social Media Recruiting: Part II
What is it that recruiters are looking for about job candidates on social media? Part II: State of Social Media Recruiting
has the answers. They are looking for anything that reflects badly or positively on candidates. Does your social media page use coarse or profane language? Does it include posts of a sexual nature? Does it have misspellings and grammatical errors? Does it show alcohol consumption - or sympathy to drug culture? Does it contain rabid religious or political content? All are negatives. On the positive side are active participation in professional associations and commitment to volunteer activities. Part I
contains an infographic with all the data.
The Secrets to Packing the Perfect Carry-On Bag
Open Source (American Express)
With checking bags an expensive and often time-consuming proposition and with business travel picking up, getting more into the carry-on is crucial for that business trip. The Secrets to Packing the Perfect Carry-On Bag
suggests some travel warrior weapons to stash in your carry-on. For more travel and packing tips from travel aces, How the Tough Get Going: Silicon Valley Travel Tips
is packed (bad pun) with tips including specialized travel apps. Most unusual tip: why you should carry a starter's pistol in your checked-in bag and when to do it. One final tip: Keep a printed check-list of what you should pack for a 2-day trip and a 7-day trip right in the suitcase.
19 Famous Quotes that Sum Up PR
Aggregated quotations are usually hokey and off target. The 19 Famous Quotes that Sum Up PR
, chosen by Arik Hanson, resonate as extraordinarily well-chosen and well-targeted quotations speaking to what PR is all about. More than one will be meaningful for most every PR professional. (Are any worthy of being blown up, printed out and posted on your wall - not to inspire you, of course, but for your colleagues?)
PR Meetings, Seminars, White Papers
— 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 $795 for members; the cost for non-members is $545.
— B2B Marketing Forum
, sponsored by MarketingProfs, will be held October 3-5 in Boston, Ma. The cost to attend is $1,295, if you register before August 8.
— 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.
— Maximising Social PR
, sponsored by PR Week, will be held October 17 in London. The cost to attend is £449 + VAT.
— 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.
||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.
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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