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Monitoring Library

Media Monitoring News Archives

CyberAlert: Nobody Monitors and Measures the Media Better
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August 2012: Issue 1
Going back to the old days of press clipping services, media monitoring was largely confined to assessing the success of public relations programs. PR folks asked just a few simple questions like "how many news clips did we get" and "what was the combined circulation of the publications where our clips appeared." Now, with the immediacy and flat rates of online media monitoring, companies use news and social media monitoring for many other corporate functions including intellectual property and trademark infringement monitoring (the topic of our featured article this week), competitive intelligence, corporate reputation monitoring, brand reputation monitoring, consumer feedback, sales lead identification and more.
In the context of the enlarged canvas for media monitoring, our featured article this week looks at a case study of trademark infringement monitoring in which Jack Daniels, the infringed company, generated favorable publicity by sending a light-hearted and considerate cease and desist order. Many PR and legal departments can learn much from the Jack Daniels approach.
This issue contains a virtual handful of articles on media monitoring - each of them with interesting or useful viewpoints that are worth considering.
And we've inadvertently come up 7's this week: 7 Secrets, 7 Do's and Don'ts, 7 Essential Equations. All are instructive articles for PR and marketing professionals.
This week's edition also includes in-depth selections including a total of seven decks of slides - oh, ok, eight decks really - and a comprehensive analysis of social media monitoring tools.
In addition to the media monitoring articles, one overarching theme to this week's issue is the focus on the state of social media today and what companies are actually doing in social media - including a thought-provoking article on why Federal Express took an unusual approach in implementing its social media programs.
  Editor: 
William J. Comcowich
CyberAlert, Inc.
Google+

Featured Article:

Social Media Monitoring Prevents Trademark Infringement PR Nightmares

Grow Map
How do you protect your logo and other intellectual property on the Web? Social Media Monitoring Prevents Trademark Infringement PR Nightmares explores the Jack Daniels case - and how a light-hearted and considerate cease and desist letter sent by the company turned a potential trademark infringement nightmare into good publicity. Here's the nicest cease and desist letter ever. Suggestion: send it to your legal department with a "thought you'd like to see this" note. Bottom line: companies should be monitoring the Internet for intellectual property infringement, either in the PR department or the legal department. Legal departments must understand that threatening or heavy-handed cease and desist letters can create serious PR repercussions for the organization.
Table of Contents
Best Recent PR & Marketing Articles
  Where is Your Organization on the Social Media Listening Maturity Model?
  Social Media Monitoring Review: 2012 Top 10 Compared
  International Media Analysis Made Simple
  7 Essential Equations for Measuring Social Media Success
  Basic Social Media Monitoring Workflow
  How to Measure Social Media - and Show Results to the C-Suite
  7 Secrets of a Master Digital Storyteller
  7 Do's and Don'ts: Design Tips for Infographics
  Five Emerging PR Trends for 2012 and Beyond
  The State of Social Media and Social Media Marketing 2012
  Social Business: What Are Companies Really Doing
  The ROI of Social Media
  Who Owns Social Media at Federal Express
  7 Elements of a Successful Social Media Campaign
  The 6 Best SlideShare Decks on Content Marketing
  Fast Answers
  The Myth of Viral Videos
  Hoping to Fix Bad Reviews? Not So Fast
PR Meetings, Webinars, White Papers
PR & Marketing Job Openings
Best of Previous Issues
Media Monitoring Service — 14-Day F.R.E.E. Trial

Two Best Values in Media Monitoring

Where is Your Organization on the Social Media Listening Maturity Model?

Metrics Man
Where is Your Organization on the Social Media Listening Maturity Model includes a graphic depiction of the model to help you understand how advanced your organization is in social media monitoring. Have you reached the top two rungs: strategic listening and social intelligence?

Social Media Monitoring Review: 2012 Top 10 Compared

If you're on the cusp of subscribing to a social media monitoring and analysis service, Social Media Monitoring Review may be just the analysis you're looking for to shortcut the evaluation process. It reviews features and rates 10 of the top services including Sysomos, Radian 6, Lithium, Alterian, and BrandWatch - and some frankly that were unknown to us. There is no indication of how the 10 were chosen or why leading services such as Netbase and Visual Technologies (both CyberAlert clients) were excluded. The inclusion of detailed reviewer comments and pricing help identify best values.

International Media Analysis Made Simple

Institute for Public Relations (Measurement Commission)
Written by Mike Daniels and Angela Jeffrey, two stalwarts in media measurement and analysis, International Media Analysis Made Simple provides a framework for global measurement of media results. At 34 pages in length, it's not really so simple. As the abstract says, it "takes a very granular approach to helping the reader define business goals and objectives; determine suitable measures; analyze media content needs; evaluate dashboard systems; determine language and analysis processes; develop measurement scorecards; select provider services; sell the solutions internally; and, evaluate their success. Clear pros and cons to every option are provided, enabling the reader to balance the three competing essentials: quality, speed and cost." Not so simple, indeed!

7 Essential Equations for Measuring Social Media Success

Radian 6
Normally, we avoid including articles by vendors because they are usually too promotional. Not this detailed how-to article on social media measurement. In an exquisite demonstration of content marketing, Radian 6 provides media measurement pros with 7 Essential equations for Measuring Social Media Success. It's a very revealing and instructive article.

Basic Social Media Monitoring Workflow

Business 2 Community
Organizations which see social media solely as a "marketing" or "public relations" function are wearing blinkers. Social media cuts across many functions including customer service and legal. Organizations which confine their media monitoring to the major social networks miss vital elements of social media in blogs, message boards, forums and online video. Two graphics in Basic Social Media Monitoring Workflow neatly depict the different elements of social media and the corporate functions affected. Ignore the obvious and extraneous plug for Radian 6 and concentrate on the instructive diagrams.

How to Measure Social Media - and Show Results to the C-Suite

Click Z
Top corporate decision-makers, including many CMOs, are still skeptical of the value of and return on social media. How to Measure Social Media— and Show Results to the C-Suite suggests how to adapt traditional marketing measures to social media metrics in the conversion funnel.

7 Secrets of a Master Digital Storyteller

Get in Front Communications (Susan Young)
Storytelling is an "emerging trend" in PR because it is an extraordinarily effective communications technique. 7 Secrets of a Master Digital Storyteller explains why storytelling about companies and brands is important - and how best to harness stories in public relations and marketing communications.

7 Do's and Don'ts: Design Tips for Infographics

Marketing Weekly
This article/infographic is an anomaly. 7 Do's and Don'ts: Design Tips for Infographics provides first-rate tips on infographic design strategies and tactics in the text. The infographic itself is among the worst ever. Suggestion: do as they say, not as they do. That's not the only duh approach to explaining design of infographics. How to Create Good Infographics Quickly and Cheaply also has good advice - but no illustrative infographic at all. The headline reminded me of an axiom from the film and video business. When making a production, you can have it good, fast and cheap. Pick any two. That applies to most any commercial creative endeavor including infographics. For a research resource on infographics, try Alltop: Top Infographics News. It aggregates blog posts about infographics.

Circle-Back Article:

Five Emerging PR Trends for 2012 and Beyond

PR Newswire
The new feature called "Circle-Back Article" highlights an article we missed along the way, but still deserves attention. Five Emerging PR Trends for 2012 and Beyond, published in May, identifies and assesses current major "movements" in PR including story-telling, quantification (measurement), visual communications (infographics, video, interactive multimedia), and - our favorite - proactive and predictive monitoring to anticipate events or issues. The article includes an analysis of the skill sets PR pros need to deploy the new trends.

Omnibus News

The State of Social Media and Social Media Marketing 2012

SlideShare
In 76 data-packed slides, The State of Social Media and Social Media Marketing 2012 by Esteban Contreras of Social Nerdia does indeed report on the "state" of social media for marketing. It contains most everything you would want to know and quite a bit more.

Social Business: What Are Companies Really Doing

MIT Sloan Management Review
Social Business: What Are Companies Really Doing offers in-depth analysis on the findings of the 2012 Social Business Global Executive Study and Research Project. Chapters include: The Growing Importance of Social Business; Where's the Business Value (Not Just in Marketing); Connecting Leadership and Culture; and Putting Social Business into Action. Authors David Kiron, Doug Palmer, Anh Nguyen Phillips and Nina Kruschwitz highlight the following key findings:
  • Social Business Matters Today - and Will Matter Even More Tomorrow
  • Some Leaders Are Enthusiastic, but Lack Metrics to Prove Value
  • Size Matters
  • Media and Tech Are Leading the Way

The ROI of Social Media: Is Social Media Marketing Effective? [Infographic]

Social Media Today
In an exquisite infographic packed with data, The ROI of Social Media from MDG Advertising dismisses the notion that ROI is the sole determinant of value, looks at the various metrics for social media, and explains how the intangibles of social media affect business positively. If you're making a case for implementing a social media program or defending a social media budget, this is a superb reference.

Who Owns Social Media at Federal Express

PR Daily
You'll be surprised at Who Owns Social Media at Federal Express - and the article just may convince you to do it the FedEx way. The answer is "Nobody" and "Everybody". What's important is the rationale behind that unusual approach, as explained by Renee Horne, director of digital and social media engagement.

7 Elements of a Successful Social Media Campaign

S Medio
Social media is a great approach to improve brand awareness among customers, to engage customers in exchange for long-term loyalty, and to boost product sales. But if not executed efficiently, it can prove to be a waste of money and effort. You knew that, right? In planning a social media program, your chances of success greatly increase if you include as many as possible of the 7 Elements of a Successful Social Media Campaign. Synopsis: targeted, focused, measurable, great content, simple, medium and message, and memorable. Entertaining helps too.

The 6 Best SlideShare Decks on Content Marketing

B2B Marketing Insider
If you're planning to embark on a content marketing initiative, you'll definitely want to first review The 6 Best SlideShare Decks on Content Marketing. It's a virtual encyclopedia on content marketing.

Fast Answers

Harvard Business School
Baker Library | Bloomberg Center at the Harvard Business School set up and maintains Fast Answers, a search engine providing a list, links, and descriptions of information sources to answer business questions. You can browse categorized business research topics (international business, market research, finance industry, company financials, etc.) or do a free-form keyword search and pull up a set of filtered sources to research your topic. It's an exceptional research tool for most any business function.

The Myth of Viral Videos

What's Next? Blog
Does it surprise you that marketers pay services to make YouTube videos go viral? The Myth of Viral Videos exposes a dirty little secret of online video marketing, which is: the most successful online video campaigns result from carefully crafted and well-funded strategies that use specialized paid services to market videos.

Hoping to Fix Bad Reviews? Not So Fast

Wall Street Journal
The temptation to try to bury negative reviews can be overwhelming - and now there are online reputation management services that specialize in doing just that, often making unfulfillable promises. Hoping to Fix Bad Reviews? Not So Fast reveals the unsavory aspects of the online reputation management business. The best advice comes from Google: "reduce the visibility of negative reviews by proactively publishing useful, positive information" and work to get other sites to link to that information.

Try Our No-Risk F.r.e.e Trial

PR Meetings, Seminars, White Papers

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.
MeetingB2B 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.
MeetingSocial Media & Web Analytics Innovation Summit, will be held September 13-14 in Boston, Ma. The cost to attend is $1,595.
MeetingSocial Media Boot Camp for Corporate Communicators, sponsored by Ragan Communications, will be held September 28 in Washington, DC. The cost to attend is $495 for members and $645 for non-members.
MeetingB2B 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.
MeetingThe 2012 Social Media and Community Managers Summit, sponsored by Ragan Communications, will be held October 11-12 in Chicago, IL. The cost to attend is $495 for members and $645 for non-members.
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.
MeetingMaximising Social PR, sponsored by PR Week, will be held October 17 in London. The cost to attend is £449 + VAT.
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.
Meeting7th Annual SNCR Symposium and Awards Gala, will be held November 9 in Menlo Park, Ca. The cost to attend is $495.
MeetingPR News 15 to Watch. Submission deadline is August 17. Event to be held in Washington, DC in December.
MeetingJack Felton Golden Ruler Award. Submission deadline is August 24. The application fee is $350.
MeetingSNCR 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.
MeetingPR Week Awards 2013, sponsored by PR Week, will be announced on March 7, 2013. Submission deadline is October 5. The cost to enter is $350.

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.
Public Relations Positions
Senior Policy Writer/Editor — American Academy of Actuaries
Sr. Media Relations Specialist — Rotary International
Director, Corporate Communications — KPMG, LLP
Senior Associate, Corporate Communications — KPMG LLP
Account Executive — Izzo+Guadelli Communications
Director of Marketing and Communications — Kennesaw State University
Media Relations Advisor — Pacific Northwest National Laboratory
Media Manager — Synaptic Digital
Communications Specialist — Northern Trust
Corporate Communications Manager — Valspar Corporation
Director Corporate Marketing and Communications — The Joint Commission
Marketing Positions
Marketing Communications Coordinator — TruMark Financial Credit Union
Web Manager — Cleveland Institute of Art
Technical Editor — Woodward Communications
Director of Marketing and Communications — Kennesaw State University
Marketing and Media Relations Lead — IDEO
Marketing Communication Faculty — Emerson College
AL & HC Marketing Counselor — Vinison Hall Retirement Community
Director Corporate Marketing and Communications — The Joint Commission
Brand Manager — PetSmart
Exhibit and Event Marketing Specialist — Boeing

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

NEWS MONITORING
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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