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Monitoring Library
Media Monitoring News Archives
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February 2012: Issue 1
The topics for this issue of Media Monitoring News cover a wide range of issues and functions in PR and marketing: media monitoring, reputation management, media pitching, digital marketing in social media, media measurement, and more.
 A Glimpse of Murdock UnboundNew York TimesWritten by the seasoned business columnist David Carr, A Glimpse of Murdock Unbound is remarkable on a number of levels. In the introduction to the main part of the story, Carr bluntly derides the efforts of corporate "communications operatives". Then, the columnist for the liberal Times praises how the ultra-conservative Rupert Murdock, CEO of NewsCorp, utilizes Twitter to broadcast his opinions. And, finally, Carr portrays Twitter as a valuable, untapped resource for CEO communications that cuts through the clutter of corporate spokespersons. An absolute must-read by everyone employed in corporate communications. Tools to Monitor Online Reputation Across Different LanguagesSearch Engine WatchWith so much information freely available, it's never been harder to monitor exactly who is saying what about your business. It can only take one negative article or blog post to seriously undermine customers' trust. Tools to Monitor Online Reputation Across Different Languages suggests using Google Alerts and other search engines to monitor corporate reputation in different languages. This often requires the time-consuming process of entering different query terms for each language — and then saving the results. Sponsor plug: Utilizing a worldwide monitoring service such as CyberAlert 5.0 News Monitoring is almost always a more comprehensive, time-efficient and cost-effective media monitoring solution than doing it yourself if you count the cost of staff time. Stop Avoiding Video for PR PurposesCommPro.BizNYU's Don Bates makes a strong case for utilizing online video as a PR tool in Stop Avoiding Video for PR Purposes. "Video should be top-of-mind when you plan client programs, prepare business proposals, and devise strategies and tactics for reaching target audiences," he says. Agreed. "The biggest reason, he says, "is we all like it. If we have a choice between video and text when we visit websites, we will look at the video first and the text second (if at all)." With that, we disagree. And, as a former producer of videos for medical education, we'll share our pet peeve about online videos: in far too many online videos, the visuals add little or nothing to the story. Watching a video that is simply a "talking head" takes far longer than reading text, is more difficult to understand (especially for individuals who learn best through their eyes and not their ears — which is most of us), and is impossible to scan. Text, then, is the preferred format if the visuals are not integral to telling the story. For more on use of online videos in marketing and PR, take a look at Creating Compelling Video Content on the Bulletproof Blog from Levick Strategic Communications. Bottom line: If you're going to use video, make certain you have interesting visuals to carry the story. If not, stick with powerful words in text. The 11 Things that Journalists Consider NewsworthyMr. Media TrainingPitching for a placement? There's often a big difference between what your company (or client) may consider important and what a journalist considers newsworthy. The 11 Things that Journalists Consider Newsworthy provides a framework of newsworthiness with which to pitch stories. Hint: to increase pitching success, try to use at least one of the 11 things in your pitches. 26 Tips for Writing Great Blog PostsSocial Media ExaminerThe A to Z 26 Tips for Writing Great Blog Posts offers superb guidance on how to create a successful blog — from selecting a platform, to developing a content strategy, to writing headlines and formatting content, to blog promotion, and even measuring results. It's quite a thorough look at what it takes to create and maintain a successful blog — either personal or corporate. 13 Social Platforms Your Small Business Should Consider UsingBusiness 2 CommunityAs if you didn't have enough to do in maintaining your Twitter and Facebook accounts, 13 Social Platforms Your Small Business Should Consider Using examines other social media services that can be used to deliver customers and sales. When your time is the gating factor (as it often is), it's best to concentrate on the "big boys". Who Are the Top 50 Social Media Power Influencers?ForbesUsing a semi-scientific metric, Haydn Shaughnessy identifies Who Are the Top 50 Social Media Power Influencers. Media Monitoring News has cited most of them over the past year and includes the crème de la crème in the CyberAlert Blog List — thereby validating the selections, if not the methodology. Automated vs. Human AnalysisThe Social AnalystThe battle rages in media analysis circles. Which is better: automated or human analysis? Often, an individual's opinion depends on which side of the fence he or she works. Human analysts opine for, well, human analysis. Executives of text analytics software push their solutions. Automated vs. Human Analysis sometimes confuses "monitoring" (the gathering of content) with "measurement" and "analysis", the evaluation of the gathered content. The author of this article opts for human analysis. (Guess what type of company he works for!) "There are aspects of monitoring where machines cannot completely replace the quality of a smart, well trained, and careful human analyst, and those aspects also happen to be the most important," he contends. Automated sentiment, he say, is less accurate than flipping a coin — a harsh assessment that text analysis companies would heartily dispute. In Paterno Death Apology, a Lesson for CEOsMSNBCA kid who edits a student-run website at Penn State University showed exactly how you're supposed to apologize for a terrible mistake. The site reported the death of Joe Paterno before his actual death. The story was picked up by CBS sports and spread nationally. The editor wrote an apology that is close to ideal: straightforward, sincere, heartfelt, humble, taking responsibility, asking for forgiveness and taking action. In Paterno Death Apology, a Lesson for CEOs includes the entire word-for-word apology. Every PR pro needs to read it, learn from it and maybe even save it for reference when that terrible PR day comes. 8 Things You Should Think About When Dealing with Several Crises at OnceJohnston WellsThe sinking of the Costa Concordia embodies the epitome of crises management. After detailing the multiple crises embedded in the single incident, Gwin Johnston delineates 8 Things You Should Think About When Dealing with Several Crises at Once. How Chasing Your Metrics Has You Chasing Your TailDestination CRMMeasuring marketing or PR performance can put you into a maze of charts and graphs. Most marketing and PR professionals are creative types, not bean counters. So the data can be alien…and confusing. How Chasing Your Metrics Has You Chasing Your Tail explains what to do with all those metrics generated by marketing, CRM, and other programs. Just focus on the data that connect to your specific business goals. Qualitative Web Analytics: Heuristic Evaluations RockOccam's RazorAvinash Kaushik publishes some of the most cutting edge (pun intended) ideas on the subject of media monitoring and measurement. Qualitative Web Anaytics: Heurestic Evaluations Rock provides in-depth analysis of hueristic analysis or applying rules of thumb to Web analytics. Heuristics are fast and cheap — and often yield actionable information. Find out here how to apply heuristics to identify flaws in and amplify results from your Web site. Marketer's Guide to Engaging the Tablet UseriMedia ConnectionEvery new generation of communications technology requires new approaches to communications. Owners of hand-held tablet computers use them for longer each day than they do their desktops or laptops. If they are on their tablets, that's where marketer's need to be too. Marketer's Guide to Engaging the Table User analyses how people use their tablets, what they expect of their tablets, and what types of programs marketers and PR staff can develop that appeal to users of tablets and other mobile devices. 11 Deadly Social Media SinsClickZMost companies and brands are trying to engage customers on social media. 11 Deadly Social Media Sins delineates key things not to do in social media. The recommendations may seem obvious, but major brands falter most every day. What Not to Post on FacebookHuffington PostWhat Not to Post on Facebook mostly applies to personal, not corporate, accounts. Here's a few: your birthday, your mother's maiden name, your home address, your phone number, your trips away from home, your inappropriate photos, or confessions. There's more and they all have to with protecting your safety, privacy and reputation.
PR Meetings, Seminars, White PapersF.R.E.E. Webinar — How do Your PR Measurement Practices Measure Up?, sponsored by Bulldog Reporter, will be held February 14 at 12pm ET. Meeting — Social Media for PR and Corporate Communicators Conference, sponsored by Ragan Communications, will be held February 14-16 in Las Vegas, NV. The cost to attend for members is $945 and the cost for non-members is $1,195. Meeting — Marketing Optimization Summit, sponsored by eMetrics, will be held March 4-9 in San Francisco, CA. Cost to attend is $3,700. Early bird rates are also available. Meeting — PR Measurement Bootcamp, sponsored by Ragan Communications, will be held on March 12 in New York, NY. The price to attend for member is $495 and the cost for non-members is $645. Meeting — 3rd Annual PR and Media Relations Best Practices Summit, sponsored by Ragan Communications, will be held March 28-30 in New York, NY. Cost to attend is $745 for members and $995 for non-members. Meeting — PR Measurement Conference, sponsored by PR News, will be held April 18 in Washington, DC. Cost to attend before is $1,170 before March 16. Meeting — The School of WOMM 2012, sponsored by WOMMA, will be held May 7-9 in Chicago, IL. Meeting — SCIP International Annual Conference and Exhibit, will be held May 14-17 in Philadelphia, PA. Cost to attend is $1,325 for members and $1,675 for non-members. 
PR & Marketing Job OpeningsThe 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. Best of Previous IssuesDetermining Your Media Monitoring NeedsPrint 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
Today's Best Media Monitoring ValueNo per clip fees. No annual contract required. Get Better Results Than Doing It Yourself — And Rid Yourself of a Tiresome Chore. 
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