August 2012: Issue 3
PR "how to" is the major focus of this issue of Media Monitoring News. In this week's selected articles, you'll learn: how to gain attention and customers through "gifting" in social media; how to improve your social media monitoring; how to do competitive SEO monitoring; how to find influencers in social media; how to distribute and market your video in social media; how to write more effective blog posts; how to promote your website; how to better manage your social media initiatives; how to do A/B testing; how to market a start-up (or most any other business). Happy learning!
William J. Comcowich
How to Thrive in Social Media's Gift Economy
Harvard Business Review
The concept of gift economies provides important insight into what works — and doesn't work — with social media, and what companies and brands can do to be more successful in the online arena. How to Thrive in Social Media's Gift Economy
explains the "gift" concept and recommends how companies and brands can best apply it in social media. All PR and marketing folks will benefit from understanding and applying the concept of gift economies in communications programs.
How to Increase Effectiveness of Social Media Monitoring: Burberry Case Study
Business 2 Community
Burberry has successfully used social media to build customer relationships and provide incentives to loyal followers. It's probably the hottest luxury brand in social media. Written by Murray Newlands, How to Increase Effectiveness of Social Media Monitoring: Burberry Case Study
analyzes the process used by Burberry to achieve its social media success. One unique idea: Newlands suggests that other businesses can tag along on the conversations opened by Burberry. Key steps in the social media monitoring process: 1) Identify where online conversations are taking place. 2) Carefully select the correct keywords. 3) Have an action plan (objectives). 4) Create metrics to track the success of your objectives and 5) Utilize those metrics that best reflect your goals. One important fact: images and blogs account for the majority of the impressions in the Burberry social media program.
Getting Ahead of the Competition: An 8-Step Approach Using Share of Voice
Search Engine Watch
Many organizations monitor media for their own corporate and brand names. Monitoring for competitors and measuring results against competitor results enables better decision-making and enhanced program development in marketing and public relations in both traditional and social media. Getting Ahead of the Competition: An 8-Step Approach Using Share of Voice
is an unusually detailed article that offers a sound step-by-step approach to monitor competitors for their search engine optimization. The same techniques can be used for competitive intelligence to measure and counter-punch rival's marketing and PR programs.
Using Message Maps to Monitor Your Social Presence
Now that the pubahs of PR have promulgated media measurement standards, new technologies will inevitably emerge to force major modifications. You can bet on it. Message maps may be the first example. Don't know what they are? Then take a look at Using Message Maps to Monitor Your Social Presence
— and you'll probably begin thinking about the applications and benefits of the maps.
The Clip Report: Insights on the Future of Media
Written by Steve Rubel, Edelman's EVP of Strategy and Insights, The Clip Report
analyzes current issues affecting mainstream journalism and its fight for survival by transitioning from print to digital media. The result is an amalgam of traditional journalism and interactive social media with its culture of sharing and immersion. The report examines how news sites immersed in the social media culture present news, the renaissance of storytelling, and how the five behemoths of digital media — Twitter, Facebook, Apple, Google and Amazon — influence the flow of digital news. The report concludes with an overlapping cloverleaf diagram depicting the current news media landscape and positioning the major media players. What it doesn't explain is the effect on PR practice.
Advances in data management technology have spawned algorithmic-driven services to help media relations pros better identify topic-appropriate "influencers." In Finding Influencers
, Peter Himler (The Flack) reviews some of those still-developing software programs that identify likely placements for specific content.
The Ultimate Guide to Video Marketing on YouTube
Five Tips to Make Company Blogs Worth Reading
Many companies deploy their blog as a promotional tool. Wrong! Among the Five Tips to Make Company Blogs Worth Reading
are these: keep it about the reader; save the sales pitch. The most successful company blogs are educational, not promotional. Effective blogs provide insights and solutions, not product pitches.
20 Simple Tips for Writing a Blog Post that Begs to Be Read
The Rules of Social Media
Fast Company asked social media's savviest social media users for their best practices. The Rules of Social Media
consists of 69 tweet-like admonitions, distilled from interviews with the gurus (who are identified by Twitter handles). A few of the attenuated "best practices" may actually change your approach to social media. Here's one that will drive intellectual property attorneys nuts: If fans distribute your content without your permission, offer to help. And here's one that will get you thinking: If all you do is respond to complaints, that's all you'll get.
6 Unpleasant Truths about Social Media
6 Unpleasant Trusts about Social Media
takes the veil off some key aspects of social media. Unpleasant Truth #1 - Engagement Can't Be Seen in Dollars. Unpleasant Truth #2 - Social Media Is Just PR in Overdrive. A truth? Yes! Unpleasant? Not at all. It's something we've maintained for years and a major reason that PR should have a major role in managing social media.
10 Most Useful New Social Media Tools of 2012
10 Most Useful New Social Media Tools of 2012
highlights online social media services to monitor social mentions; aggregate your social feeds in one place; track tweets, likes, +1s, and pins in one place; visualize social data; analyze tweets; find similar websites by keyword; and more.
The Top 5 Social Media Management Tools for Small Business
Managing multiple social media accounts is always more time-consuming, often more chaotic, and far more difficult than it appears to those who don't do it. Fortunately, software tools can bring more efficiency to the process. The Top 5 Social Media Management Tools for Small Business
(which can also be used by larger businesses) reviews the features and strengths of the best-regarded management tools, all of which are quite inexpensive. 12 Tips to Improve Blog Time Management
by Heidi Cohen offers more sage advice on making blog production more efficient.
The Web Marketing Check List: 37 Ways to Promote Your Website
Web Marketing Today
Admittedly not breaking any new ground or offering any magic bullets, The Web Marketing Check List: 37 Ways to Promote Your Website
enumerates proven methods to rank higher in search engine results and generate more site traffic. Some tactics you probably already use - but you're likely to discover some techniques of search engine optimization you haven't yet employed. The article organizes the 37 techniques into discrete categories including search engine strategies, linking strategies, social media, traditional strategies, and email strategies. For another perspective on the topic, you'd also be wise to scan 10 Old SEO Methods You Need to Stop
. Discrepancies will be adjudicated by Mr. Google.
Answers to the 19 Most Frequently Asked Questions about A/B Testing
Look Back Article
The Ultimate Guide to Start Up Marketing
If you're faced with the task of developing a digital marketing plan, you'll first want to peruse The Ultimate Guide to Start Up Marketing
. With its well-organized step-by-step approach to planning, social media, public relations, content creation, testing and iteration, and measurement, the approach and recommendations are appropriate for most any business, not just start-ups.
PR Meetings, Seminars, White Papers
, 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.
— Content Marketing World 2012
, sponsored by Content Marketing Institute, will be held September 4-6 in Columbus, OH. The cost to attend is $1,690.
— 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.
— Power to the People
, sponsored by PR Week, will be held November 14 in New York, NY. The cost to attend is $845.
— 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 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
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