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Does Engagement Still Matter as a Social Media Metric?

January 2017, Issue #5

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January 2017 Issue #5
Glean.info Media Measurement Newsletter
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Media Measurement News is a weekly educational newsletter published by Glean.info, the media monitoring and measurement service, for professionals in public relations (PR), marketing, competitive intelligence and communications. Glean.info was previously CyberAlert LLC.
Featured Article
Does Engagement Still Matter as a Social Media Metric?
Engagement may be falling out of favor as a social media metric. Trolls and declining interest in online conversations may be putting a damper on engagement. While some brands may place a low priority on engagement and instead use social networks as a broadcast channel, many marketers tout the benefits of engagement, saying it can accurately measure marketing success. The key is to link engagement with bottom-of-the funnel metrics. Read More »

How to Promote Your PR Message with Audio News Releases
Audio news releases (ANRs) can be one of the best ways to reach your audience and promote PR and marketing messages. The most effective ANRs are concise, focused messages with compelling news or opinions. PR pros need specialized skills to write quality scripts and a radio monitoring tool to prove effectiveness of releases. Read More »
5 Ways to Avoid Google's Mobile Penalty for Interstitial Ads
Google now penalizes websites with intrusive mobile pages that block main content and interfere with the user experience. The new penalty on content-blocking mobile interstitials highlights the importance of producing helpful content that guides visitors through the sales process. Read More »
Message from Davos World Economic Forum: Listen Better
Image source: Eugene Kaspersky
Stunned by unexpected political events, top corporate executives at Davos 2017 said their organizations must do a better job listening to the public and understanding public opinion. PR departments can best accomplish that task, as they serve as a conduit between consumers and corporate leaders through opinion polls and social media analytics. Read More »
Generation Z Poses New Challenges & Opportunities for PR & Marketing
Image source: Skinny Casual Lover
Generation Z, now 16 to 19 years old, is different from older generations in distinct and subtle ways. PR and marketing professionals who best understand those differences will be better able to engage with Gen Zers and win their attention and respect. Read More »
Automated Direct Messages on Twitter: A Useful but Risky Marketing Tool
Automated direct messages can increase engagement on Twitter while saving time. They also pose risks. Overuse can annoy followers, mark you as a spammer, and prompt Twitter to suspend your account. Following recommended practices can help you benefit from automated DM apps while avoiding Twitter's penalties. Read More »
Most Viewed from Previous Issues
Benefits, Challenges & Solutions for Competitive Intelligence through Media Monitoring
Companies can gain a competitive advantage with the through competitive intelligence that social media monitoring and measurement offers. Wading through the massive amount of information poses the greatest obstacle. Organizations can glean priceless insights by carefully selecting keywords and working with the right media monitoring service. Read More »
Social Media Etiquette: Dos and Donts for PR
PR pros embrace social media as a powerful tool for promoting their messages and connecting with journalists and other influencers. Breaching social media etiquette, however, can cause networking efforts to backfire. Following these guidelines will help put PR in good standing on social media. Read More »
Other Articles to Help You
HubSpot
Harvard Business Review
PR Daily
Daily Infographic
PR Daily
eMarketer
Marx Communications
Conferences and Webinars
Conference: Digital Summit & Crisis Management Boot Camp, Huntington Beach, CA. Presented by PR News. All access pass $1,990 by Feb. 3.
Webinar Series: Lift Off! The Social PR Superhero's Guide to the Galaxy, Feb. 10, 11 & 12, 2-3 p.m. Eastern time. Presented by Shonali Burke. Free.
Conference: Facebook Leadership Communications Summit, Feb. 3-24, Facebook headquarters, Menlo Park, CA. Presented by PRSA and Ragan Communications. Standard price $1,495.
Conference: Social Media Marketing World, March 22-24 at the San Diego Convention Center. Presented by Social Media Examiner. $1,597.
Conference: Social Media Conference for PR, Marketing and Corporate Communicators, March 27-29 at Walt Disney World. Presented by PRSA and Ragan Communications. Standard price $1,396.
Conference: Marketing Nation Summit, April 23 to 26 at Moscone West, San Francisco. Presented by Marketo.
Conference: The Social Shake-Up, May 22-24 in Atlanta. Presented by PR News and Social Media Today. All access pass regular rate $1,490.
Conference: PRSA International Conference, Oct. 8-10 at the Boston Marriott Copley Place. PRSA member regular rate: $1,495.
Most Viewed from Previous Issues
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 jobpostings@cyberalert.com.
Public Relations Positions
Public Relations Director - The Muscular Dystrophy Association, MDA
Public Awareness Campaign Coordinator - American Library Association, Chicago, IL
Public Relations Manager - UCLA, Los Angeles, CA
Senior Communications Advisor - Mayor's Administration, St. Paul, MN
Public Relations Specialist - Cox Automotive, Lack Success, NY
Director of Communications - Enactus, Springfield, MO
Marketing Positions
Director of Marketing - APPI Energy, Salisbury, MD
Director of Marketing & Communications - National Council of La Raza, Washington, DC
Marketing Data Analyst - First Financial Credit Union, West Covina, CA
Social Media Manager - LA Laser Center, Redondo Beach, CA
Marketing Data Analyst - Thomas Publishing Company LLC, New York, NY
Social Media Marketing Specialis - Bite Tech, Inc., Norwalk, CT
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Quote of the Week
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"I've come to learn there is a virtuous cycle to transparency and a very vicious cycle of obfuscation."
Jeff Weiner
CEO, LinkedIn
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Quote of the Week
Factoids of the Week
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93% of all Americans are reached by radio each week. (MediaTracks Communications)Tweet this!
74% of Generation Z members spend over an hour a day on their mobile device. (Kantar Millward Brown)Tweet this!
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