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CyberAlert: Nobody Monitors and Measures the Media Better
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Media Monitoring News
February 2011: Issue 3

Best PR Articles + PR Job Openings & Meetings
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This Media Monitoring Newsletter features worthwhile recent PR articles, PR & Marketing job openings and upcoming PR meetings. The newsletter is distributed by CyberAlert, Inc. (www.cyberalert.com), the media monitoring company, as a service to its customer base in public relations and marketing.


Table of Contents
Best Recent PR & Marketing Articles
  Measuring Outcomes and Not Just Outputs
  How to Measure the Success of a Government Web Site
  10 Laws of Social Media Marketing
  Social PR: 10 Ways to Do PR Better with Social Media
  How to Optimize Your Social Media Budget
  Lessons from Sociology: 5 Tips to Help You Sell More
  How H&R Block Uses Social Media to Enhance Customer Relations
  Blogs Wane as the Young Drift to Sites like Twitter
  Want to Get a Conversation Going on Twitter? Call a Reporter
  How Do I Tell If My SEO Agency is Using Black Hat Tactics?
  Keep It Short — Media Tips
  Seven Reasons Why Porsche is Winning the Social Media Game
  The Man at the Top of PR
  The Day Egypt Disappeared
  Blogger Outreach: 8 Tips for Managing Brand Promoters & Detractors
PR Meetings, Webinars, White Papers
PR & Marketing Job Openings
Best of Previous Issues
Media Monitoring Service — 14-Day F.R.E.E. Trial

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Two Best Values in Media Monitoring
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Measuring Outcomes and Not Just Outputs

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Old way: measure what you do. New way: measure what you accomplish against corporate goals. Outputs are what you do. Outcomes are what result from the outputs. The differences are crucial according to Measuring Outcomes and Not Just Outputs. The Commission on PR Measurement and Evaluation has made the same point.

How to Measure the Success of a Government Web Site

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This article also looks at outputs and outcomes to explain How to Measure the Success of a Government Web Site, in the absence of hard data such as sales or profits.

10 Laws of Social Media Marketing

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10 Laws of Social Media Marketing offers beginners an incisive look at the fundamentals of building an effective social media marketing program that builds brand or corporate presence and customer awareness.

Social PR: 10 Ways to Do PR Better with Social Media

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In a time of social media evolution and revolution, public relations professionals have a unique opportunity to reinvent themselves to ultimately deliver better results, The strategy: using social media-flavored PR to influence the search marketing ecosystem. Social PR: 10 Ways to Do PR Better with Social Media offers tactical and practical approaches to build relationships and earn placements.

How to Optimize Your Social Media Budget

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As marketers and PR professionals labor to optimize their social media programs, they also need to look at prioritizing social media spending. How to Optimize Your Social Media Budget offers substantive insight into methods for developing a budget and measuring return on different social media initiatives ranging from fledgling approaches to advanced methodologies.

Lessons from Sociology: 5 Tips to Help You Sell More

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The book Diffusion of Innovations by Everett Rogers isn't generally known as a business book, but as a sociology and communications textbook. Much of the book focuses on how innovations — or more simply, new ideas — are spread within social groups, whether it be an aboriginal village or a large business. Lessons in Sociology: 5 Tips to Help You Sell More digests the key points impacting marketing, public relations, and even sales. See if you can apply the principles to the selling of article ideas.

How H&R Block Uses Social Media to Enhance Customer Relations

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This video interview with Jennifer Love, SVP of Communications of H&R Block entitled How H&R Block Uses Social Media to Enhance Customer Relations is full of practical tips on effective use of social media including: engaging customers on their channel of choice, different tactics for Facebook and Twitter; how to leverage generic answers that apply to thousands of customers.

Blogs Wane as the Young Drift to Sites like Twitter

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In recent years, blogs and other Internet-based information and opinion sources have enabled most anyone to gain an audience for their insights (or rantings). The online media outlets substantially reduced the size of audiences for print publications, disrupting their business models. Now, as explained in Blogs Wane as the Young Drift to Sites like Twitter, social networks are reducing the voice of blogs. What's happened is that the writers of blogs (bloggers) are abandoning their blogging sites and moving to Facebook and Twitter where there is now more action, disrupting the growth of blogging services such as Live Journal and Blogger. New paradigm: post substantive articles on the blog; promote major posts in their Twitter and Facebook accounts.

Want to Get a Conversation Going on Twitter? Call a Reporter

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At first blush, it may seem counter-intuitive. If you Want to Get a Conversation Going on Twitter, Call a Reporter. But, in fact, many Twitter posts are REACTIONS to published articles. According to research by HP, placing an article in mainstream media gets far more attention than a Twitter post and is an effective method of getting a subject listed among the top 'trending' topics on Twitter.

How Do I Tell If My SEO Agency is Using Black Hat Tactics?

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"Black hat tactics" are underhanded search engine optimization methods to get better rankings in Goggle's search listings. A recent New York Times article exposed J.C. Penny as a user of black hat tactics to achieve high rankings. The company blamed its SEO agency — and pleaded innocence. How Do I Tell If My SEO Agency is Using Black Hat Tactics? offers three concrete suggestions on how to avoid being blindsided by unscrupulous SEO vendors. Bottom line: you better know or your Web site could end up in the listings dark hole.

Keep It Short — Media Tips

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In this audio presentation, T.J. Walker delivers a simple message. In business communications, short messages (less than 30 seconds) are more effective. He tells you how to Keep It Short in a 1:38 audio file.

Seven Reasons Why Porsche is Winning the Social Media Game

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Case studies, as proven by Harvard Business School, are an extraordinarily effective way to learn. This case study on Why Porsche is Winning the Social Media Game examines examples of the unique, interactive approaches Porsche employs in social media to garner attention and serve its automotive constituencies.

The Man at the Top of PR

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What is Richard Edelman thinking these days? An interview entitled The Man at the Top of PR tells how he sees things at this moment in time on the skepticism of Americans, the value of being an independent PR agency, the book Deadly Spin, and where the world of PR is moving.

The Day Egypt Disappeared

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What would happen to your business if its Internet connection were severed. Can it happen? It did in Egypt. The Day Egypt Disappeared explores this frightening business question and its implications for both businesses and democracies. It also raises a separate issue: because of the retrenchment of traditional news publications, coverage of the turmoil in Egypt lacked back story about the causes of the uprising. Americans still know little about what motivated Egyptians to rebel.

Blogger Outreach: 8 Tips for Managing Brand Promoters & Detractors

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How do you best deal with online brand detractors and fans — especially bloggers? Can detractors be turned around? Blogger Outreach: 8 Tips for Managing Brand Promoters & Detractors offers solid advice and some interesting research findings about turning around detractors. Tip #1: Use a media monitoring service (such as CyberAlert) to track brand and corporate mentions in social media.


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Try Our No-Risk F.r.e.e Trial
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PR Meetings, Seminars, White Papers

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FREE ebook! 13 Business Blogging Mistakes & Their Easy Fixes, sponsored by HubSpot.

White Paper - A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring Tool, sponsored by Alterian.

PR Measurement Conference, sponsored by PR News, will be held on March 1, in Washington, DC. The cost to attend is $795 if you register before February 25.

Health Care Marketing and PR Social Media Summit, sponsored by the Mayo Clinic and Ragan Communications, will be held March 14-15, in Jacksonville, FL. The cost to members is $595 and non-members $745.

The Buying & Selling eContent Executive Conference, sponsored by Information Today, Inc, will be held March 27-29, in Scottsdale, AZ. The cost is $1,495, if you register before March 4.

The 2011 Media Relations Best Practice Summit, sponsored by Ragan Communications, will be held March 28-29, in New York City. The cost to member is $595 and the price for non-members is $745.

Health Academy Summit, sponsored by PRSA, will be held April 27-29, in Washington, DC. The cost to members is $675 if you register before March 26. The cost to non-members is $750 if you register before March 26.

The 2011 Content Summit for Corporate Communicators & PR, sponsored by NASDAQ MarketSite and Ragan Communications, will be held April 6-8, in New York City. The cost to non-member is $995 and the price for member is $745. Seating is limited to 30, so register soon.

Social Media Best Practices for B2B Communicators, sponsored by Cisco Systems and Ragan Communications, will be held May 4-6 in San Jose, Ca. The cost for members is $945; and for non-members is $1,195.

The Digital Impact Conference, sponsored by PRSA, will be held May 5-6, in New York City. The cost for members, if you register before February 28, is $799; for non-members it is $899.

Counselors Academy Spring Conference, sponsored by PRSA, will be held May 13-15, in Las Vegas. The cost for members is $995, if you register before April 8; for non-members the cost is $1,150.

The European Public Relations and Communications Summit, sponsored by ExL Pharma and Synaptic Digital, will be held May 16-17, in Berlin, Germany. The cost is €1495 if you register before April 1.

Corporate Communications Conference, sponsored by Ragan Communications, will be held June 6-7, in Chicago. Cost for members is $645; and for non-members $795. Register by April 5, and receive a $100 Visa gift card.

PRSA International Conference, sponsored by PRSA, will be held October 15-18, in Orlando, FL. The cost for members is $1,025, if you register before March 1; and $1,325 for non-members.


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Download Media Monitoring: The Complete Guide
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PR & Marketing Job Openings


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Best of Previous Issues

Free and Low-Cost News Release Distribution Services
Questions to Ask When Choosing a Media Monitoring Service


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