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Monitoring Library

Media Monitoring News Archives

CyberAlert: Nobody Monitors and Measures the Media Better
September 2012: Issue 1
Media Monitoring News, this week, includes a compendium of articles on content marketing, possibly today's hottest trend in marketing and PR. The 10 articles provide a cross-section of perspectives and insights on how best to apply the new concepts for customer education and brand promotion. Together, the articles build a sound foundation of understanding on what will be a key PR and marketing strategy in the immediate future.
Our featured article this week is the introduction to the Social Media Monitoring Tools and Services Report of 2012. While the full report including detailed profiles of each of the 250 social media monitoring tools and services carries a hefty price tag, the 46-slide introduction to the report, available free, contains a treasure trove of information and insight on social media monitoring.
This issue also includes another treasure trove: how to articles on using Twitter more effectively, distributing and promoting infographics, creating keywords for SEO and PPC advertising, building lasting relationships with journalists, and preparing your company for inflation.
It's a really interesting issue. Happy reading!
William J. Comcowich
CyberAlert, Inc.

Featured Article:

Social Media Monitoring Tools and Services Report 2012

Social media have created an explosion of online and public dialogue - and most businesses have come to recognize and accept the benefits of monitoring for references to their corporate and brand names in social media. A comparison guide of social media monitoring tools by Ideya, Ltd. reviews about 250 different social media listening tools (including CyberAlert) and provides detailed comparison of features and functions. Social Media Monitoring Tools and Services Report 2012 is a 46-slide presentation of the report introduction that contains a surprising amount of data and insight on social media applications and trends — and therefore warrants inclusion among the "best of the week" references on PR and marketing. The full report containing detailed and fully objective analysis of each service (there was no pay to play) is a bit pricey, but may well be worth it for anyone who plans to invest in a social media monitoring service. (Order a report.) For more on the subject, Navigating the World of Social Media Monitoring Tools from Smart Insights looks at key issues in monitoring social media and 11 questions to ask when selecting one of the 250 media monitoring tools.
Table of Contents
Best Recent PR & Marketing Articles
  The Content Marketing Compendium
  The New Word of Mouth
  6 Myths of Crisis Management PR
  50 Innovative Ways to Use Twitter More Effectively
  Infographic Marketing Tips: 11 Ways to Promote
  The Social Marketing Cheat Sheet
  Powtoon: Create a Killer Keyword List
  Making Your Press Release Newsworthy
  11 Things to Give Journalists Instead of a Pitch
  5 Reasons Your Brand Doesn't Need Facebook
  Preparing Your Company for Inflation: What Must You Do in the Next 6 Months
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

The Content Marketing Compendium II

Multiple Sources
"Content marketing" is the marketing and PR "wave" of the year. The proposition for content marketing is simple: educate prospects before promoting your brand. This is especially true for professional marketplaces such as B2B. The approach stems from the successful educational marketing paradigms developed by pharmaceutical, engineering, software and other professional services companies who built their promotional programs around first educating the customer - physician, scientist, programmer, and other business professionals. Content marketing is the same marketing concept in new make-up and clothes.
As an educational service to our readers (see how much we believe), we've assembled a cross-section of the best recent articles on content marketing to provide in-depth understanding of what it is and how it works best.
  1. The LinkedIn survey on 2012 B2B content marketing trends, conducted by Holger Schulze, provides some clear indications of what's working and what's not in content marketing; who is creating content and what they are creating; and how marketers measure content marketing results. 2012 Content Marketing Trends neatly summarizes the data and provides a link to the full survey results in a 25-slide presentation on SlideShare. Overall, the report indicates businesses are rapidly adopting content marketing with 84 percent of marketers reporting increased content marketing production over the next 12 months. More than 30 percent of respondents increased content marketing significantly. The top three goals are lead generation, thought leadership and market education, and brand awareness. The most commonly used content marketing methods are case studies and eBooks. Linked-In is considered to be the most effective social media distribution platform.
  2. Michael Brenner went looking for slide decks about content marketing and shares the best he found in The 6 Best Slide Decks on Content Marketing. The author provides a brief overview of the value of each slide presentation and a link to the full set of slides on SlideShare. The presentations were all produced by vendors of marketing services - but all are substantially educational in content.
  3. Do Prospects Trust You? Why a "Brand Agnostic" Content Marketing Strategy Matters from LeftBrain DGA examines the value of "brand neutral" customer communications as opposed to "sales oriented" content.
  4. Some businesses inevitably fumble new marketing approaches like "content marketing" in their earliest stages. 7 Tenets for Branded Content Creators recommends important precepts that will help prevent you from dropping the ball in your initial content marketing efforts. Key tenet: fact trumps opinion.
  5. Infographics were the first wave of content marketing, digesting lots of data into a "story" depicted in graphics. The growth of bandwidth and the accessibility of handheld devices including cell phones and tablets open the promotion pipeline to video. Video: The Next Wave of Content Marketing examines the opportunities and challenges. Captivating video stories can go viral, reaching millions at little more than production costs. The challenge is to find the talent and budget to produce a captivating video story. The Rise of Visual Social Media in Fast Company offers additional insights into use of video in content marketing and social media. 5 Ways to Take Your Brand's Online Video from Flop to Fantastic, also in Fast Company, reviews ingredients of a successful promotional video including authenticity, story-telling, and promotion.
  6. When you don't have a clue about your next content marketing article or blog post, you'll want to refer to 22 Ways to Create Compelling Content. Some suggestions: compile a list of your favorite blog posts (preferably on a single topic), ask your readers, interview someone, solicit a guest post, review something. To be sure your piece is "captivating," "enthralling," and "absorbing," you might also want to look back at an earlier post on The @Steveology Blog entitled The 7 Essential Elements of Compelling Content.
  7. We normally avoid recommending interview articles because they require too much reading time for too few insights. Secrets of Content Marketing World, an interview with Julie Fleisher of Kraft Foods, is an exception. It contains a full package of content marketing "secrets" and solid advice from a foremost practitioner. Kraft could rightly claim to be one of the originators of branded content marketing.

The New Word of Mouth

Marketing Week (UK)
Businesses are now offering incentives for positive word of mouth. The New Word of Mouth explains that social marketing has started to reward folks who make positive social comments about products and services. Rewards include cash, discounts and special offers.

6 Myths of Crisis Management PR

Crenshaw Communications
Every business function has its long-established "playbook." Sometimes the playbook needs to be challenged. In 6 Myths of Crisis Management PR, Crenshaw Communications gently challenges some long-held tenets of crises management. Playbooks should not supersede good PR judgment.

50 Innovative Ways to Use Twitter More Effectively

Simply Zesty
Maybe better titled "How to Become a Twitter Expert," 50 Innovative Ways to Use Twitter More Effectively suggests a wide variety of ways to become more facile in using Twitter for personal or business purposes.

Infographic Marketing Tips: 11 Ways to Promote

Top Rank Blog
Last week, we included a series of articles on creating infographics. Like any other PR or marketing communications method, infographics need to be "placed" or distributed. Infographic Marketing Tips: 11 Ways to Promote explains the basic approaches to promote and place your latest and greatest infographic.

The Social Marketing Cheat Sheet

Marketing Web
Designed for small businesses (including small PR agencies and their clients), The Social Marketing Cheat Sheet outlines an eight-step process to formulate and launch a social media marketing initiative. The most important takeaway: each and every step is vital to success.

Omnibus News

Powtoon: Create a Killer Keyword List

Carefully-constructed key word lists are crucial for successful search engine optimization and pay-per-click advertising. In an animated slide presentation, Powtoon: Create a Killer Keyword List provides solid instruction on how to unearth the most important key words for any product category, including misspelled words. It also demonstrates how Powtoon online software, still in beta, enables PR and marketing professionals to create compelling animated presentations quickly and inexpensively.

Making Your Press Release Newsworthy

iMedia Connection
Making Your Press Release Newsworthy purports to teach you how "to grab that reporter's attention and convince him that your press release is more newsworthy than the eighty-seven others he received that day." One subhead may turn into a new PR mantra: Pitch It, Don't Plop It.

11 Things to Give Journalists Instead of a Pitch

Publicity Hound
Although it's focused on building relationships with journalists within Linked-In groups, 11 Things to Give Journalists Instead of a Pitch itemizes various "good deeds" you can do to ingratiate yourself with journalists inside or outside Linked-In groups - and possibly make them more receptive to your future pitches.

5 Reasons Your Brand Doesn't Need Facebook

iMedia Connection
Facebook's stock has gotten slammed since its initial public offering (IPO). Now Facebook itself is also getting slammed as an ineffective marketing and PR tool in articles like 5 Reasons Your Brand Doesn't Need Facebook. Facebook is still evolving as an advertising, marketing and PR tool. In coming months, Facebook and its early adopters will figure out the most effective marketing and PR approaches. Until then, the most cost-effective approach may be to sit on the sidelines and watch how the game plays out.

Preparing Your Company for Inflation: What Must You Do in the Next 6 Months

As one of the grey-beards who survived the hyperinflation of the Jimmy Carter era, your editor remembers well the economic pain. At that time I was writing and producing physician-education films and videos for pharmaceutical companies. Clients accepted your proposal and fixed price budget - and off you would go to write the script. By the time you were ready to shoot and edit the film or video a few months later, costs had escalated dramatically and profits evaporated. It was painful, to say the least, and destroyed many businesses. Most economists predict a serious bout of inflation headed our way as a result of today's monetary policies. Preparing Your Company for Inflation suggests practical prescriptions you can take now to protect your business against the irreparable damage inflation can inflict. Two key actions: fix costs in your contracts with suppliers and institute pricing flexibility in contracts with your customers.

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PR Meetings, Seminars, White Papers

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.
MeetingSocial Media Mobile Marketing Symposium, sponsored by Converge Chicago, will be held October 1-2 in Chicago, IL. The cost to attend is $499.
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.
MeetingGlobal Strategic Communications and Measurement Conference, sponsored by IABC and PRIME Research, will be held November 12-13 in New York, NY. The cost to attend is $845 for IABC members and $945 for non-members.
MeetingPower to the People, sponsored by PR Week, will be held November 14 in New York, NY. The cost to attend is $845.
PR AwardsSNCR Excellence in New Communications Awards, sponsored by Society for New Communications Research. Submission deadline September 7; no extensions granted. The cost to attend is $75.
PR AwardsPR Week Awards 2013, sponsored by PR Week, will be announced on March 7, 2013. Submission deadline is October 5. The cost to attend is $350.
PR AwardsPR Daily's Media Relations Awards, sponsored by PR Daily. Submission deadline is October 5. The cost to enter is $250.
PR Awards2012 Bulldog Digital/Social PR Awards, sponsored by Bulldog Reporter. Submission deadline is October 12.

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
Public Relations Positions
Sr. Manager Product Communications — Novo Nordisk
VP for Communications — University of Connecticut
Director of Communications — University of Michigan
Director Communications & Corporate Marketing — The Joint Commission
Sr. Business Leader, Corporate Affairs — Visa
Public Relations Coordinator — Dorado Beach
Director of Communications & Marketing — Evergreen Presbyterian Ministries
Communications Manager — Asian Art Museum
Senior Communications & Planning Officer — Standards Council of Canada
Associate VP, Marketing & Communications — CA State University — Northridge
PR Senior Executive — Team One
Marketing Positions
Program Coordinator, Web Content & Design — Lone Star College
Director Communications & Corporate Marketing — The Joint Commission
Marketing Manager — Visa
Social Media Marketing Manager — E!
Marketing Communications Faculty — Emerson College
Marketing Communications Coordinator — Arnold & Porter LLP
Director of Communications & Marketing — Evergreen Presbyterian Ministries
Associate VP, Marketing & Communications — CA State University — Northridge
Event Marketing Coordinator — Access Intelligence

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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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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