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CyberAlert: Nobody Monitors and Measures the Media Better
December 2013 Issue #2
CyberAlert: Nobody Monitors and Measures the Media Better
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Featured Article

Media Monitoring Strategies for Small & Mid-Sized Businesses

Part 2: How to Turn Media Monitoring Data into Actionable Business Insights
CyberAlert Blog
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The second part of this media monitoring series explains how businesses can use media monitoring results to deliver company-wide benefits. To unlock the value of media monitoring data, companies must transform data into meaningful insights and actions that deliver business results. With an effective media monitoring service in hand, businesses can use media monitoring to benefit more than just PR initiatives, including marketing, customer service, product development, sales and human resources. Read More >
Public Relations

PRSA's Response to the Haggler: Media Databases Are Not the Problem

PRSA / PR News / Bulldog Reporter
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Courtesy of Ollie Olarte
David Segal's "The Haggler" column in The New York Times denouncing PR spam and the media databases from which it originates has sparked discussion among journalists and PR practitioners. In response to the column, PRSA President William Murray argues that Segal's rebuke of all media databases is like blaming the electric company for providing the juice that makes the spam flow. He urges PR pros to take measures to assure proper media relations and pitching etiquette. Read More >

PR Guide to Working with Bloggers

e2m Solutions
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Securing media placements and endorsements from influential bloggers delivers a two-fold benefit: more traffic to your page, and social proof that influencers recognize and use your products or services. Before pitching bloggers, it's crucial to develop a measurable campaign goal. Important steps to take when contacting bloggers include: establish a blogger profile, consider an outreach tool, pitch, track and measure. Read More >

SEO-Friendly PR Tactics: Hitting Targets that Earn Media Placement

iMedia Connection
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Courtesy of Michael Pollak
While some SEO gurus scoff at press releases as being worthless because of rule-abiding no-follow links, Allison Freeland assures this is not the case. In addition to press releases, PR can engage in several SEO-friendly tactics to drive traffic and earn media placements, including newsjacking, research studies, infographics and media monitoring. Read More >

Putting the 'R' Back in PR: Journalists Share Suggestions for Better Media Relations

Media Bistro
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Courtesy of Eduardo Merille
Lazy PR results in poor media placement and abuse from journalists. To strengthen the PR-journalist relationship, reporters encourage PR practitioners to observe the following best practices: write concise pitches, don't meddle in interviews, provide quality media resources, and choose clients with great stories and services. Read More >

PR Skills for the Future:
Which Mental Traits Make the Best PR Person?

The New York Times
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Courtesy of Ralph Bijker
As mechanized intelligence takes over more work functions, the skills necessary for success are those that complement the computer, according to New York Times columnist David Brooks. Brooks organizes the human skills required to thrive in the future as technology continues to master tasks previously done by humans. Read More >

Crisis Management: How to Defend Against Cyber Scams

Robert Daniels
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To avoid becoming a victim of a cyber scam, it pays to know what to avoid. Common scams take the form of emails, text messages, websites and even Facebook. Scammers are creating trickier, more complex traps to gather private information, so brands that hold important data and value their customers' privacy should take all necessary precautions. Read More >

Tearing Down Silos: How PR Can Coordinate with Marketing

TopRank Blog
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Courtesy of Carol Mitchell
Lee Odden offers fundamental ideas to break down the silos between marketing and PR within an organization. Once PR and marketing establish goals and common ground on where to work together, they can find strategic opportunities to coordinate in content planning, media relations, social media, media monitoring, SEO and media placement. Read More >
Marketing& Social Media

Guide to Pay-Per-Click Advertising: How to Use PPC
to Increase Sales and Site Traffic

Search Engine Watch / WordStream
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PPC campaigns increase site visitors and sales, and PPC visitors are more valuable than non-PPC visitors, according to Melissa Mackey's case study. Implication for marketers: optimize the positioning, keywords and schedule of PPC ads. Campaigns with more specific and less competed-for keywords will likely return a higher profit. Read More >

Newsjacking Conversations: Why DiGiorno Fans Found its Hashtag Campaign 'Tasteful'

Mr. Media Training / Adage
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Courtesy of Brad Phillips
Brad Phillips illustrates the consequences of brands that try to newsjack their way into irrelevant or inappropriate conversations. Simple rule of thumb for newsjacking: acknowledge the tragedy, but don't turn it into an opportunity to promote the brand. Do follow DiGiorno Pizza's campaign strategy: create content that maintains brand values and audience interests. Read More >

Social Media Marketing Lessons of 2013

Search Engine People
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Courtesy of Dodge Durango
Brands taught marketers several valuable lessons via their 2013 social media marketing campaigns. These lessons serve as a reminder for marketers that the rules of social media constantly change, and marketers must adjust their strategies accordingly. Some of 2013's exemplary marketing campaigns: Water is Life's #FirstWorldProblems, Dodge Durango's Ron Burgundy commercials and Wendy's #PretzelLoveStories soap operas. Read More >

3 Ways to Obtain Value from Social Media Monitoring Data

Harvard Business Review / Econsultancy / 60-Second Marketer
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Courtesy of Denise Krebs
Social media monitoring is only useful if you know how to use the data effectively. To get the most value from social media monitoring data, brands must think beyond immediate ROI and determine its true impact through integration, measurement and competitor benchmarking Read More >

'Phubbing' Study: Mobile Phones Changing How People Interact, Consume Content

Socially Stacked / ExactTarget
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Courtesy of eBay
An infographic created by eBay illustrates just how addicted some people are to their smartphones. However, it also proves mobile technology has revolutionized the way brands can communicate with their customers, revealing an opportunity for marketers to reach consumers with mobile-optimized content, advertisements and emails. Read More >
More Articles We Like

10 Ads that Companies Were Forced to Apologize for in 2013

Business Insider

18 Jaw-Dropping Super Slow Motion Videos

Top 10 Most-Watched Video Campaigns of 2013

iMedia Connection

Five Key Questions Before You Negotiate

Be a Leader
Conferences and Webinars
5 Key Financial Services Social Media Trends for 2014, hosted by Business Development Institute, will be held Dec. 18. The webinar is free to attend.
Take 30: American Airlines' Social Service Soars, hosted by 1to1 Media, will be held Dec. 18. The webinar is free to attend.
How to Handle Social Media When It Gets Messy, hosted by Amanda Changuris and Ragan Communications, will be held Jan. 9. The cost to attend the webinar is $159 for members and $199 for non-members.
Marketing & Tech Partnership Summit, hosted by Direct Marketing News, will be held Jan. 28 in New York, NY. The cost to attend is $325 per person, $295 per group.
Digital PR Summit, hosted by PR News, will be held Feb 4 in San Francisco, CA. The cost to attend is $1,095.
PR & Social Media Measurement Conference, hosted by Ragan Communications and PRSA, will be held Feb. 18 in Washington, DC. The cost to attend is $745 for members and $895 for non-members.
White Papers and eBooks
The Top 5 Trends in Customer Service Innovation. Learn how social and mobile are changing customer service for the better; why tracking long-term customer loyalty delivers the best insight; and why the CRM of the future will throw off the shackles of data.
The Facebook PR Handbook: How to Win Friends and Engage Customers Using the World's Mightiest Social Network. A definitive guide on best Facebook PR practices, including: attracting a huge follower base and engagement, monitoring and measuring Facebook followers, using Facebook to pitch journalists, and time-saving Facebook tools.
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
Marketing Positions
Quote of the Week
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"In the business world, everyone is paid in two coins: cash and experience. Take the experience first; the cash will come later."
Harold Geneen, former president of the ITT Corporation
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Quotes of the Week
Factoids of the Week
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YouTube videos have an average half-life of 7.4 hours, while Facebook and Twitter posts' half-life lasts only 3 hours. ( this
The most active time of day on Twitter is between noon and 1 p.m. EST. (TrackMaven)Tweet this
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Factoids of the Week
End of Year Special
Omnibus News Feed
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CyberAlert 5.0 - local, national, and worldwide news monitoring and press clipping service monitors 55,000+ online news sources in 250+ languages each day.
Netpinions - consumer discussion / word-of-mouth / buzz monitoring service monitors 100,000+ online message boards, forums, and Usenet news groups.
BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 190+ million blogs worldwide.
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.
Twitter & Facebook - Monitor your key words in all Twitter tweets and all Facebook public posts.
CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
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Phone: 800-461-7353 ~ Email:
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