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Monitoring Library

Media Monitoring News Archives

CyberAlert: Nobody Monitors and Measures the Media Better
December 2012: Issue 2
This week's issue of Media Monitoring News focuses on "Content Marketing". "A Content Marketing Compendium" aggregates a cross-section of articles on strategies and tactics for both beginners and more advanced practitioners of the new art of content marketing.

Also included this week are articles on a range of PR topics including media monitoring and measurement; selecting agencies and social media staff; and methods to rise to the top of the social media pyramid.

The selected articles on media monitoring emphasize the value of expanding the keywords and subjects you monitor with emphasis on the use of media monitoring to spot emerging trends that could impact your business.

A really interesting"how to" article from Harvard Business Review explains how to decide whether to persist or quit when things aren't going so well.

Finally, you'll want to review selected pearls of wisdom from professional speaker Zig Ziglar who passed away last month.

Happy reading!

William J. Comcowich
CyberAlert, Inc.

Media Monitoring Giveaway

One more thing (as Steve Jobs used to say). Because of storm Sandy, CyberAlert is late in promoting its annual media monitoring giveaway. The program gives free media monitoring for one year to not-for-profit organizations. More information is available at The application form for the PR Grants is available at We'd greatly appreciate your help in spreading the word about the media monitoring giveaway through tweets, blogs or any other method.

Featured Series
A Content Marketing Compendium

First, a question: why is it called content marketing when it's not supposed to include marketing content?
Another question: why is that PR folks seem to create the best content marketing materials?
Content marketing has become the hottest marketing and public relations tactic for organizations in most every industry.
Content marketing has protocols that differ markedly from traditional marketing. Basically, it's supposed to inform and educate, not market or promote. That pivot to "customer education" can be difficult for individuals who have spent a lifetime creating "marketing communications." We've assembled a range of articles that we hope will help you with that transition.
What is the secret sauce of content marketing? Kissmetrics tries to answer that question in The 9 Ingredients That Make Great Content. The "secret" ingredients include engaging and thought-provoking content that provides answers, accuracy in reporting and fact-checking, and strong headlines. In the end, the real secret is how you combine the ingredients to make content scrumptious.
Play the Content Marketing Game to Gain Visibility, Leads & Sales [Infographic] details the many distribution channels for content marketing and depicts how to propagate content into many outlets.
10 Point Checklist for Content Marketing in Social Media Today repeats some of the ingredients advice, but makes other key points including: "focus on what hurts" and "have a unique point of view."
Sometimes it's easier to understand what NOT to do in content marketing - and that's exactly what you'll learn from 7 Ways to Screw Up a Content Marketing Plan in Search Engine Journal.
Ignore the title Trends for 2013: Content, Context Vie for Supremacy in eMarketer and just look at the very interesting data for "Content Marketing Goals" and "Most Effective Content Types."
29 Content Marketing Secrets and the Secret Agents Who Shared Them by Lee Oden demonstrates one method of developing content: ask a bunch of experts for their one "best idea" and aggregate the answers into a guide, article, ebook or infographic. This one offers genuine insights on effective ways to plan and implement content marketing.
31 Easy Ideas to Create Content Your Customers Want by Michael Brenner (B2B Marketing Insider) goes two better, listing 31 approaches to producing content that engages customers and moves them to favor your business and brands.
You'll have to register to get the full report on "Best Practices for Content Marketing: Engaging Consumers Across Multiple Digital Channels", but the article Marketers Deploy, Measure "Non-Promotional" Content in eMarketing summarizes how brands are using content marketing across channels to deepen engagement with prospects and to break through digital marketing's clutter. In implementing this content marketing strategy, many businesses are behaving very much like multimedia publishers.
Content marketing is an essentially digital or "non-traditional" strategy. Non-Traditional Content Marketing Strategy by Joe Pulizzi at Content Marketing Institute argues that traditional print media is not dead. He reasons that print should be a primary distribution channel for content marketing materials.
Successful content marketing depends on superior writing. The Secret Sauce to Effective Writing looks at the writing process as the means to improve content quality. The recommended method: just get the first draft down without worrying about prose niceties. Later, edit and edit again…and edit some more. It's a formula that works.
5 Key Lessons Learnt from 2 Years of Content Marketing includes some unconventional, even controversial, approaches to starting a content marketing program. Lesson #1: Pick Quantity over Quality. Lesson #3: Copy and steal. Well, not really - but don't try to reinvent content marketing either. Stick with best practices and what has succeeded for others.
Using A to Z as a template inevitably leads to forcing some points, but The A to Z Guide to Content Marketing does include some important insights on the fundamentals of content marketing.

Table of Contents
Best Recent PR & Marketing Articles
  Social Media Listening to Spot Trends
  12 Critical Keywords You Should Be Monitoring
  Social Media Monitoring vs. Customer Intelligence Analytics
  7 Metrics PR Should Track to Gain Respect
  Why Social Media Listening Research Hasn't Lived Up to the Hype
  Social Media Statistics 2012 [Infographic]
  15 Considerations before Engaging an Agency
  10 Questions to Ask Social Media Candidates
  40 Tips on How to Be a Social Media Rock Star
  30 Ways to Promote Your Blog Posts
  20 Ways to Tweet like a Pro
  12 Guidelines of When to Persist and When to Quit
  Zig Ziglar: 10 Quotes that Can Change Your Life
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

Social Media Listening to Spot Trends

Fast Company
The most successful companies consistently stay ahead of the curve in understanding the wants and needs of their customers - and what's attracting their attention and dollars. 6 Ways of Listening to Culture That Will Change Your Business makes a strong case that it's no longer enough to monitor media for keywords associated with your organization and its competitors. It's also crucial to monitor media for cultural changes. Author Sam Ford explains how to listen in social media for those trends that can herald business opportunities. P.S. News monitoring is also valuable in trend-spotting.

12 Critical Keywords You Should Be Monitoring

Most companies monitor news and social media for their corporate and brand names. 12 Critical keywords You Should Be Monitoring recommends a more wide-ranging strategy that includes monitoring competitors, brand partners, marketing messages, known weaknesses/issues and intellectual property. Since most media monitoring services no longer charge per clip fees, monitoring media for a wider range of keywords seldom costs more.

Social Media Monitoring vs. Customer Intelligence Analytics

Media monitoring can be used for many different corporate applications including PR assessment and competitive intelligence. Social Media Monitoring vs. Customer Intelligence Analytics explains the demarcation between the approaches, and suggests the best applications for each.

7 Metrics PR Should Track to Gain Respect

Spin Sucks (Gini Dietrich)
Even as PR moves toward measurement standardization, new perspectives add grist to the evaluation process. 7 Metrics PR Should Track to Gain Respect includes media measurement (e.g.: media relations) together with business measures (e.g.: increased revenue).

Why Social Media Listening Research Hasn't Lived Up to the Hype

The LoveStats Blog
Unlike Fox News or MSNBC where the "other side" almost never gets play, dissenters definitely get "ink" here in Media Monitoring News. Criticism is helpful. Why Social Media Listening Research Hasn't Lived Up to the Hype complains that media listening and analysis vendors overpromise and under deliver. There's some validity to the complaint and the recommendation is sound: buyers should be skeptical of vendor claims and dig deep before committing to purchase.

Social Media Statistics 2012 [Infographic]

Business 2 Community
To plan social media marketing programs, it's important to know the size and growth rates of the different social media networks. Social Media Statistics 2012 offers a plethora of useful stats on the leaders (Facebook, Twitter, Google+), the rising stars (Foursquare, Instagram, Tumblr), the steady Freddies (Flickr, Linked-In, Xing, Yelp), the child prodigies (Path, Pinterest, Soundcloud) and the networks that are being eclipsed (Friendster, MySpace, Orkut).

15 Considerations before Engaging an Agency
Designed for vetting advertising and marketing agencies, but equally applicable for PR agencies, 15 Considerations before Engaging an Agency offers a sound approach to selecting and vetting most any type of creative services agency for your organization. Key recommendations: understand your needs first, establish your budget, and broadcast an RFP.

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

10 Questions to Ask Social Media Candidates

Social Media Headhunter
Whether searching for staff to manage social media or a social media agency, you'll make a better decision if you hit them with these 10 Questions to Ask Social Media Candidates. The questions get to the strategic and tactical core of planning and implementing a social media program.

40 Tips on How to Be a Social Media Rockstar

Jeff Bullas
Hubspot assembled The 40 Tips on How to Be a Social Media Rockstar by asking real-life social media thought leaders (e.g. "rockstars") their single best idea to increase influence in social media. While wildly disparate, the tips in aggregate constitute a best practices guide to achieve social media success.

30 Ways to Promote Your Blog Posts

Launch Grow Joy
Promoting your blog posts is just as important as writing interesting content. 30 Ways to Promote Your Blog Posts explains how to increase traffic to your corporate or individual blog by promoting individual posts through social networks, other blogs, bookmarking sites, and syndication.

20 Ways to Tweet like a Pro

Public Relations Institute of Australia
The more you tweet, the more you need to vary your approach and keep your content fresh. 20 Ways to Tweet like a Pro suggests a wide range of tweet styles and content possibilities.

12 Guidelines of When to Persist and When to Quit

Harvard Business Review
It's among the hardest of business decisions when things haven't gone as planned: do you keep going or do you quit? How long do you keep at it before you quit? Often the decision is made based on inflicted pain or gut instinct. 12 Guidelines of When to Persist and When to Quit by Rosabeth Ross Kanter provides a more rational methodology to reach the persist/quit decision. The concept of the "messy middle" is as worthwhile as the 12 guidelines.

Zig Ziglar: 10 Quotes that Can Change Your Life

Zig Ziglar, who passed away in November at age 86, was among the most popular professional speakers at corporate events. I was among the tens of thousands who attended at least one of his lectures. He was entertaining, but most importantly, each lecture contained memorable pearls on how to attain success. Zig Ziglar: 10 Quotes that Can Change Your Life contains just a bit of the wisdom he delivered. The article doesn't include one of his pearls that stuck with me. When negotiating for most anything, Zig said, "Want it, but not too much."

Omnibus News

PR Meetings, Seminars, White Papers

MeetingSocial Media Icon Awards, sponsored by PR News, will be held Spring 2013 in New York City. The price of your primary entry is $300. Each additional entry after your first will cost $199. A late entry surcharge of $199 per entry will be added for entries submitted between December 7 and December 14, 2012.
MeetingContent Strategies Summit, will be held December 5-7 in Miami, FL. The cost to attend is $2,699.
MeetingPR Measurement Workshop, sponsored by PR News, will be held December 13 in New York, NY. The cost to attend is $795.
Meeting6th Annual Social Media for PR and Corporate Communications Conference at the Walt Disney World Resort, sponsored by Ragans, will be held February 6-8 in Orlando, FL. The cost to attend is $1,095.
MeetingPR Measurement Summit, sponsored by Ragan Communications, will be held March 19-20 in Washington, DC. The cost to attend is $495 for members and $645 for non-members.
White Paper"Structuring a Social Media Team," How do other organizations—from small nonprofits to multinational corporations—staff a social media team? How many people are using Twitter, Facebook, and other platforms? And what do these professionals earn?
White Paper"Changing Behavior Through PR," PRIME Research, Porter Novelli, Winning Case Study.
White PaperNew Media Relations Strategies for 2013, Visual storytelling has become the norm for news websites.
WebinarHow to Measure Your Marketing: Evaluate 2012 performance to look like a genius in 2013!, sponsored by Target Marketing, will be held December 5 at 2pm ET.

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
Communications Coordinator — U.S. Professional Tennis Association
Program Manager-Communications — American Public Transportation Association
Public Relations & Social Media Manager — Connecticut Business & Industry Association
SAE - Financial Communications — CRT/tanaka
Public Relations Assistant — City & County of San Francisco
Communications Officer I — Georgia Tech
Public Relations Associate — Boston Public Schools
Communications Assistant — NYC Department of Education
Communications Specialist — American Library Association
Director - Sports & Entertainment — Formula PR
Marketing Positions
VP for Strategic Marketing and Communications — Temple University
Marketing and Communications Specialist — University of Colorado
Account Manager — WGBH Educational Foundation
Marketing Associate — The Advertising Research Foundation
Community Marketing Director — City of Derby
Research Associate — J.D. Power and Associates
Director of Partnerships — TOMS
Director of Marketing — Harkins Theatres
Marketing Manager — City of Riverside
Director, Global Marketing Campaigns — Crestron Electronic
Marketing Communications Manager — PETCO

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.
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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