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Monitoring Library
Media Monitoring News Archives
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March 2012: Issue 1
In addition to looking at social media monitoring and measurement, this issue of Media Monitoring News features articles on "content marketing" and how to build readership of blogs and other social media.
Preparing for a Social Media Crisis1 to 1 MediaIn an increasingly social era, organizations need to be prepared for crises started in or amplified by social media. Preparing for a Social Media Crisis looks at the social media crisis strategies of The Scotts Company, Dominos, and Intel. 21 Ways to Create Compelling Content When You Don't Have a ClueCopy Blogger21 Ways to Create Compelling Content When You Don't Have a Clue is organized into four major categories: a) "steal" content and ideas b) create content without creating content c) borrow some name recognition d) get inspired. All the categories contain practical suggestions on methods to develop interesting content. A Brief History of Content Marketing [Infographic]Content Marketing InstituteWould you believe that the au courant marketing approach dubbed "content marketing" goes back to 4200 B.C.? A Brief History of Content Marketing by Joe Pulizzi cites many of the seminal examples of "content marketing" including the John Deere customer magazine (1895), Michelin Guides (1900), the Jell-O recipe book (1904), P&G Soap Operas (1930s) through to more recent successes such as Channel 9, the first major corporate blog by Microsoft (2004), the American Express Open Forum magazine for small business (2008), and the launch of Chief Content Officer magazine (2011). 20 Tips to Build Your Blog Audience From ScratchHeidi CohenA blog without an audience is a noise without anyone to hear it. The common advice to building a blog audience is to "write great content". But great content alone seldom attracts a large audience. In 20 Tips to Build Your Blog Audience from Scratch, the always-prescient Heidi Cohen offers practical suggestions on building your audience for your personal or business blog. P.S.: It takes work. You have to grind it out over time. How to Identify Influence Leaders in Social MediaBloomberg Business WeekAll "communities" have leaders — including social networks. How to Identify Influence Leaders in Social Media looks at the interconnections in social media and methods to identify the "influencers" within each community. Paradoxically — or maybe not — more connections mean less influence. Think about that. Trends in Social MediaSocial Media ExaminerThis 8-minute video interview with Tom Webster of Edison Research nominally titled Trends in Social Media covers a wide range of topics involving social media and offers a number of important insights. One insight: monitoring social media has two major purposes. The first is as an early warning system (which most companies understand). The second is to identify and evaluate slowly evolving trends (which many companies ignore or overlook). Social Strategies for Controversial IndustriesChristopher S. PennShould Social Strategies for Controversial Industries be different from social strategies in less contentious industries? It's a provocative question, especially if you represent a company in a controversial industry. What social strategies (if any) should tobacco, alcohol, and firearms companies, among others, employ? How should social media approaches differ from conventional approaches? 
The Social Media Measurement SmackdownBusiness 2 CommunityA growing chorus of naysayers questions the value of social media measurement. The Social Media Measurement Smackdown, written by Mark Schaefer, offers four solid reasons to measure social media that you can include in your media measurement proposal to management. The Social Media Metrics That Really MatteriMedia Connection"Old-school" social media measurement approaches assessed easily harvested metrics like "likes", "posts" and "comments". The Social Media Metrics that Really Matter outlines a few key "new school" metrics to consider incorporating into your key performance indicators (KPIs) for each of the major social networks. Are You Ready for the Era of "Big Data"?McKinsey QuarterlyAnalytics in public relations and marketing are just one small component of a new business wave called "big data." To understand the context of marketing and/or PR metrics, give a look at Are Your Ready for the Era of "Big Data"? which examines the major implications (or what it calls 5 Big Questions about Big Data) for corporations of capturing and analyzing huge amounts of data. PR and marketing staff should ask the same questions in implementing and analyzing measurement data. The 8 Principles of Product NamingFast CompanyMost every PR and marketing pro is called on at some point to name a product. The 8 Principles of Product Naming provides key guidelines to create a blockbuster name — and to "test" each name you devise. Having once been saddled with a difficult to pronounce corporate name, I second the rule: "Say it aloud" to others over the phone to see if they have any trouble understanding the new name. If they do, keep looking. 6 Types of Questions the Media Always AskRagan's PR DailyPreparing for a news conference, it's not necessary to prep the speakers on every possible question — only on the 6 Types of Questions the Media Always Ask and how to answer them with ease. This is a good guide on fending off tough questions and framing answers so that the story comes out they way you want it to. 
PR Meetings, Seminars, White PapersMeeting — 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 a member is $495 and the cost for non-members is $645. Meeting — The Social Consumer 2012, sponsored by the Business Development Institute, will be held March 22 in New York, NY. Cost to attend is $195. 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 — Social Tech 2012 Online, sponsored by MarketingProfs, will be held on March 30. Cost to register is $99. Meeting — Digital Impact Conference, sponsored by PRSA, will be held on April 2-3 in New York City. The cost to attend for members is $999 and the cost for non-member is $1,099. Meeting — Social Media Analytics Summit, sponsored by Attensity, will be held April 17-18 in San Francisco, CA. Cost to attend is $1,795. 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 2012 Practical PR and Media Relations Conference, sponsored by Ragan Communications, will be held April 19-20 in Austin, TX. The cost to attend for members is $495 and the cost for non-members is $645. Meeting — The School of WOMM 2012, sponsored by WOMMA, will be held May 7-9 in Chicago, IL. Meeting — Word of Mouth: Crash Course, sponsored by WordofMouth.org, will be held May 10 in Austin, TX. Cost to attend is $750. 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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