August 2012: Issue 4
August is usually the slowest month in media monitoring. With journalists and bloggers on vacation, there are about 20% fewer news pages and blog posts in August than in any other month. Yet, as we started assembling this issue of Media Monitoring News, we had saved far more interesting articles than normal. As a result we've included an unusually large number of articles for your perusal.
Our featured article looks at unusual, but effective, ways PR and marketing professionals can use media monitoring.
This issue contains an inordinate number of articles on metrics and measurement - but all offer unique and worthwhile viewpoints and methodologies.
The issue also includes some unusual topics including some thoughts on innovation like a glow in the dark bike, a heads up on a new publishing platform in social media, a look at the overlooked social media platform, and some insight into an exploding controversy in marketing: targeting vs. privacy.
William J. Comcowich
5 Clever Ways You're Probably Not Using Social Media Monitoring
Top Rank Blog
Probably fewer than 10% of PR or marketing departments or agencies are using any of the 5 Clever Ways You're Probably Not Using Social Media Monitoring
. Things you're not doing include finding your industry influencers, building better backlinks for SEO, discovering new keywords for PPC advertising and search engine optimization, and protecting your intellectual property. The article explains each application.
How to Be a Good Public Relations Client
Working as a team with the PR agency may be "pabulum" advice, but many PR clients simply don't provide the agency with the proper tools to implement a successful PR program. How to Be a Good Public Relations Client
explains how symbiosis between agency and client produces the best results. That reciprocal relationship starts with the client setting appropriate objectives and providing information resources to the agency.
Pinterest: 10 Tips for PR People
Strategic Public Relations
Pinterest has gained a major following especially among women and is now among the top social media sites. An individual or business creates a pin board and then "pins" relevant images to the board. Pinterest: 10 Tips for PR People
explains how "pinning" works and how it can be used to advance public relations strategies. Creating a following for your board is the "secret sauce" to success.
40+ Dashboard Tools for Competitive Intelligence
SlideShare: 15 Reasons Why It Means Business
Social Media Today
SlideShare is the often overlooked social media service - and may well be the most useful for business to business marketing and public relations. It is the best way to reach a larger auduence with all those PowerPoint slide decks for speeches and internal presentations. SlideShare: 15 Reasons Why It Means Business
examines the major features and advantages of SlideShare including audience, search engine placement, credibility, value and more.
AVEs and AVE Nots
No Bad Language
AVE (Ad Value Equivalency), is considered by many leading PR and measurement experts to be a special form of quantifying success for public relations programs. Leading PR measurement gurus like Katie Paine have been lobbying for years to abolish AVE as a valid PR metric. Now, according to AVEs and AVE Nots
, PR awards sponsored by PRSA, AMEC, PRWeek and the Cannes Lion Awards now "categorically reject" entries that include AVE as a metric. If you are using AVE to measure the success of your PR program, now is probably a good time to transition to more appropriate PR metrics.
The Future of PR Metrics and Measurement
The Buzz Bin
Written as a guest post by the ubiquitous Katie Paine, The Future of PR Metrics and Measurement
observes that "Walls between internal and external communications, digital and traditional, marketing and PR, and qualitative and quantitative metrics are falling daily. The silos between PR, marketing, customer service and internal communications are also coming down", she says. But, most importantly, she emphasizes that "what matters is the results, not what you call your metrics." Metrics are useless unless they engender insights that improve business outcomes.
Avinash Kaushik: Only Great Metrics
As Google attempted to position itself as an effective advertising medium, the search engine leader has also established itself as a leader in marketing, advertising and website metrics. Avinash Kaushik: Only Great Metrics
offers forthright insights on metrics in an interview with one of Google's most outspoken aficionados of marketing measurement.
7 Metrics to Prove Marketing's Worth
The 7 Metrics to Prove Marketing's Worth
all revolve around business outcomes including return on marketing investment, brand equity, marketing campaign performance, pipeline velocity, and share of voice/share of market. For each metric, the article explains what it is, how to do it well and what to watch out for. Measuring Social Media Metrics When Sales Take Place Offline
looks at a different and interesting marketing measurement problem of properly allocating sales credit to social media.
7 Ways to Get Actionable Insights from Social Data
How do you actually make sense of the exploding amount of social data? How do you collect it? How do you organize it? How do you interpret it? 7 Ways to Get Actionable Insights from Social Data
, written by Rob Bailey of DataSift, suggests specific approaches to better utilize social data to improve business outcomes.
The Dawn of Convergence Analytics
While still in its infancy, the movement to create one set of metrics from call centers, traditional media, social media, CRM programs, competitive data, customer feedback, and other data sources is almost certainly the future of business intelligence. The Dawn of Convergence Analytics
dives into how big data, cloud computing, algorithms, and visualization techniques are transforming metrics for marketing and other corporate functions.
Targeting vs. Privacy - Who Will Win?
This is an important issue. Check that. This is an explosive issue. Many "influencers" and privacy advocates are angry over the use of big data for targeting. They think it's getting "creepy." Targeting vs. Privacy - Who Will Win?
looks at the growing backlash, examines "where to draw the line" and suggests how marketers can avoid objectionable levels of "creepiness." By the way, the privacy backlash is happening even before most companies have adopted big data targeting methodologies. Tread carefully and watch for sink holes.
The Current State of Social Networks - 2012
The Current State of Social Networks - 2012
may only confirm what you already know about the leading social networks including Facebook, Twitter, Linked-In, Google+, Pinterest and others. But it's an extraordinarily well-executed infographic with tons of statistics that can help guide your decisions on where to invest your social media marketing and PR budgets in social networks that are on the rise. The Statistics behind B2B Social Media Marketing
provides additional useful statistical analysis, including the five most useful social media channels, using the aerospace industry as a sample.
KISS an Online Newsroom
Business Wired Blog
What do journalists expect from an online newsroom? KISS an Online Newsroom
includes a list of journalist "pain points" in searching corporate newsrooms. "Keeping It Simple", doesn't mean omitting information, stupid.
Media Relations Survey: PR Pros Are Behind the Digital Curve
Journalists are becoming more "digital" than PR pros according to Media Relations Survey: PR Pros Are behind the Digital Curve
. The article title is far more damning than the data, but the results show that online publications now stress use of images and video - and many PR folks are not yet supplying them. The Return on Infographics
also solidifies research findings that readers prefer articles with images. Side Note: Do you think we should add images to Media Monitoring News? My feeling has been that stock art and photography add nothing to understanding - but now I'm starting to change my mind. A number of research reports indicate that images greatly increase readership, even if they are virtually useless in increasing understanding.
10 Secrets to Producing a Video that Drives Results
Convince and Convert
If you're wanting to become more "digital" in the use of images and video, 10 Secrets to Producing a Video That Drives Results
offers sound (vague pun) suggestions: start with your potential customer's pain point. Then present and demonstrate your solution and add a call to action. Use good visuals and a professional soundtrack, but keep it short and sweet. Voilà!
25 Great Ways to Get a Conversation Started on Twitter
13 Ways of Looking at Medium
Neiman Journalism Lab
Is Medium the next big thing in social media? Developed by the creators of Blogger and Twitter, the startup is "rethinking publishing and building a new platform from scratch." The new online publishing platform raises some fundamental questions about how content is structured and distributed on the Web. 13 Ways of Looking at Medium
gives you an early heads up on what may become an important new outlet for content distribution and personal expression.
Glow in the Dark Bike Offers Greater Night-time Safety
Sometimes you see an idea that makes you whack yourself in the head and say "why didn't I think of that" or "why didn't someone think of that a long time ago." A Glow in the Dark Bike
is one of those ideas - and it sort of makes you want to think harder about looking harder at what innovations you can bring to your own sphere. Sometimes, little "twists" can be important differentiators. The most successful differentiators are those that have a "first mover" advantage and are not easy to duplicate.
PR Meetings, Seminars, White Papers
— 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.
— Sentiment Analysis Symposium
, will be held October 30 in San Francisco, Ca. The cost to attend is $795 if registered before September 10.
— 2012 World Public Relations Forum
, will be held November 18-20 in Australia. The cost to attend is AUD 1,300 for members and AUD 1,600 for non-members if registered before September 18.
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.
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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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|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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