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.
William J. Comcowich
Social Media Monitoring Prevents Trademark Infringement PR Nightmares
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.
Where is Your Organization on the Social Media Listening Maturity Model?
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
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
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
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.
Five Emerging PR Trends for 2012 and Beyond
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.
The State of Social Media and Social Media Marketing 2012
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
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
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
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.
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.
— 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 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 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
|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.
Today's Best Media Monitoring Value
No per clip fees. No annual contract required.
Get Better Results Than Doing It Yourself —
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