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CyberAlert: Nobody Monitors and Measures the Media Better
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Media Monitoring News: August 2010 - Issue #2
Best PR Articles + PR Job Openings & Meetings
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This Month in Media Monitoring newsletter features top PR articles of the month, PR & Marketing job openings and PR meetings. The newsletter is distributed free of charge 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 PR Articles of the Month
  The Guide to Social Media Etiquette for Businesses
  Gilty Secrets: 10 Marketing Techniques from Today's Hottest eCommerce Site
  The 10 Commandments of Content Marketing
  195 Social Media Measurement Tools
  Meaningful "Social" Measurement with Net Promoter Score
  Useless Online Metrics You Might Be Tracking
  A Primer for Marketers Who Are Scared of Web Analytics
  Making Sense of Buzz
  Measuring Twitter: Popularity is Irrelevant
  4 Unexpected Benefits of User-Generated Content
  50 Surprising Facts about Social Media
  Twitter Abbreviations You Need to Know
  5 Reasons Why the Marketing Team Should Own Social Media
  JetBlue PR Talks about JetBlue Response to Slater Incident
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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The Guide to Social Media Etiquette for Businesses

MyCustomer.com

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Written by Simon Quance, The Guide to Social Media Etiquette for Businesses provides a truly comprehensive list of how businesses should — and shouldn't — conduct themselves on different social media platforms with very specific advice for Twitter, Facebook, Linked In and YouTube. Especially pay attention to the etiquette differences for each service.

Gilty Secrets: 10 Marketing Techniques from Today's Hottest eCommerce Site

Influential Marketing

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To say that Gilt.com is on fire may be something of an understatement. The site, which features daily special sales of luxury products at discount prices is on track by some estimates to pull in $400 million in sales for the 2010 calendar year. What makes the Gilt.com experience so irresistible? A big part of it is the sense that you are getting a great deal on products from brands that are normally much pricier, but smart marketing is just as much of a component in the success of Gilt.com. In Gilty Secrets: 10 Marketing Techniques, Rohit Bhargava cites the Gilt.com key elements of the Gilt.com marketing approach — and the lessons they contain for marketing and PR professionals.

The 10 Commandments of Content Marketing

iMedia Connection

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Product brochures, media advertising, public relations media placements and social media are all the same thing. All marketing and corporate promotion are CONTENT, maintains Eric Anderson in The 10 Commandments of Content Marketing. And he maintains that all marketing and public relations content must have 10 key attributes….

195 Social Media Measurement Tools?

Sales Rescue Team

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Want to start monitoring and measuring social media? The Sales Rescue Team offers 195 Social Media Measurement Tools. With links to the home page of each service, the list is likely the most comprehensive compilation available of tools to monitor and measure social media including blogs and Twitter. And the Cooliris Wall graphic provides screen shots of many of the tools.

Meaningful "Social" Measurement with Net Promoter Score

iMedia Connection

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The jury is still out on useful metrics to measure social media. In Meaningful "Social" Measurement with Net Promoter Score, published in iMedia Connection, Adam Kleinberg advocates for the rather simple (some will say simplistic) metric he calls the Net Promoter Score first introduced by the Harvard Business Review. Essentially, you take a survey of your customers, add up the people (promoters) who are most likely to recommend you to others, subtract the people who are less than enthused with your brand (detractors) and you've got your Net Promoter Score. And if you want to learn more, you can refer to the Wikipedia entry for Net Promoter Score, which defines it as a management tool that can be used to gauge the loyalty of a firm's customer relationships. As far as we could tell, the original Harvard Business Review article is no longer available online.

Useless Online Metrics You Might Be Tracking

iMedia Connection

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Matt Rosenberg of Video Egg provides his perspective on what metrics to track and what to avoid in Useless Online Metrics You Might Be Tracking. His focus is primarily on digital advertising, but his analysis could apply to other types of online measurement as well. The problem, he maintains, is that we often select metrics very broadly, or for reasons that don't have much to do with the campaign goals at hand. Click-through is a poor metric, he says. When looking for reach, it's important that you validate that your impressions are actually hitting eyeballs and staying in front of them for at least a little while. His advice: don't just look at clicks — look at what happens to those clicks once they land. Spending more money to find out if the money you've spent worked is not wasting money — it is being strategic.

A Primer for Marketers Who Are Scared of Web Analytics

iMedia Connection

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Data provided by web analytics technology don't just represent how many website visitors you have, on which keywords they come in to your site, and so on. Rather, the data represent marketing insight and knowledge. If you're new to the analytics game — or feel like you need a better understanding of the field in order to better coordinate your overall digital strategy — Jason Steel provides the fundamental principles and starting points for successfully harnessing your data in A Primer for Marketers Who Are Scared of Web Analytics.

Making Sense of Buzz

Search Engine Land

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"Buzz" — consumer/customer online comments — and its measurement is probably today's hottest topic in marketing and public relations. The problem with so many buzz monitoring campaigns is that they concentrate on numbers (# of comments, tweets, posts, etc…), yet miss out a crucial component: analysis. In Making Sense of Buzz, Ciarán Norris maintains that numbers are meaningless without context. To obtain context it is necessary to perform content analysis in five areas: noise, sentiment, topics, where & who.

Measuring Twitter: Popularity is Irrelevant

MIT Technology Review

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The same team of HP researchers who proved that buzz on Twitter is an accurate predictor of box office sales for new movies has calculated a new way to measure influence on the micro-blogging social network, according to MIT's Technology Review. Their algorithm published in a paper titled Influence and Passivity in Social Media turns out to be far better at predicting how far a link will travel than counting followers, and is even better than the PageRank algorithm that powers the search results delivered by Google. It's called IP-Influence, and its predictive power reveals that the overwhelming majority of people on Twitter are passive — that is, they rarely if ever retweet anything and the best predictor of how far a tweet or link will travel on Twitter is how much power its originator has to motivate the most passive of his or her followers to retweet it.

4 Unexpected Benefits of User-Generated Content

ClickZ

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Many organizations are reluctant to allow reader comments for fear of criticism. In 4 Unexpected Benefits of User-Generated Content, Sam Decker explains how user-generated comments can drive sales, reduce customer service costs, reduce product return rates, improve product copy and usage instructions and ultimately result in better products.

50 Surprising Facts about Social Media

Edudemic

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50 Surprising Facts about Social Media includes interesting and even mind-boggling facts about Twitter, Facebook, LinkedIn, YouTube, and Blogging. If nothing else, the information will make you a more interesting conversationalist at the next social meeting gathering you attend — and help convince your colleagues of the pervasiveness of social media.

Twitter Abbreviations You Need to Know

Business Insider

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If all those not yet in the know, Business Insider serves up Twitter Abbreviations You Need to Know. FWIW, IMHO it's a pretty good starter list.

5 Reasons Why the Marketing Team Should Own Social Media

iMedia Connection

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Every area of the company wants a piece of social media. The HR department wants to use it for recruiting; customer service is watching for feedback and questions; the sales team thinks it's one gigantic prospect list; the PR department wants to oversee corporate reputation; and the CEO has suddenly realized that this kind of free-for-all is too risky in a world where one misstep spreads like wildfire across social networks. So, who makes the rules? Who takes ownership of this powerful communications channel? Veronica Fielding propounds on 5 Reasons Why the Marketing Team Should Own Social Media and offers some tips for driving a successful enterprise-wide social media program. If you're in a tug of war over control of social media within your organization, you need to know this side of the argument.

JetBlue PR Dishes about JetBlue Response to Slater Crisis

Bulldog Reporter

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In the spirit of sharing her experience with the communications professionals world, Jenny Dervin, Director of Corporate Communications for JetBlue Airways adds to the dialogue about the now-infamous flight attendant incident, addressing some of the assumptions and criticisms of JetBlue's corporate PR strategy with a "view from the inside." Consider how you would have responded to this mammoth PR crisis and why. Then read the JetBlue rationale.


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PR Meetings, Seminars, White Papers

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Build Your Bottom Line with Data-Driven Public Relations, sponsored by PRSA, will be held on August 20 in Boston, MA, starting at 9 am. The cost for this seminar is $545 for members and $645 for non-members.

Digital Summer, hosted by Ubergizmo, will be held on August 25, 2010, in San Francisco, Ca. Admission is $5 in advance, $10 at the door.

Social Media for Financial Services, a seminar hosted by LIMRA, will be held August 26 and 27, 2010, in Windsor, CT. The cost to attend this seminar is $1,095 for members and $1,495 for non-members.

17 social media tools to help communicators save time and money, a webinar sponsored by Ragan Communications, will be held on August 26 from 2 pm to 3:15 pm Central time. The cost is $99.

Event Camp Twin Cities, will be held September 8 and 9, 2010, in Minneapolis, MN. The cost to attend is $85 if you register by August 31, 2010.

Communicating to the public and employees in the age of Social Media, sponsored by Ragan Communications, will be held from September 13 - 15, in Vancouver, British Columbia. The cost for the two day summit is $1,195.

Social:IRL, Social Media Marketing Boot Camp with Sarah Evans, will be held on September 14, in Lawrence, KS. Early bird registration is $195.

Digital Media and Today's Digital News Release, sponsored by PRSA, will be held on September 14 starting at 3 pm Eastern. The cost is $150 for members and $250 for non-members.

Mobile Social Communications, presented by Eric Friedman, will be held on September 15, in New York City. The registration fee is $195.

Social Media Strategies Summit, presented by GSMI, will be held September 15 through 17, 2010, in San Francisco, Ca. The cost to attend is $1,995.

PR Boot Camp, sponsored by PRSA, will be September 20 and 21, at the AMA Management Center in Atlanta, Ga. The cost for members is $745, for non-members $845.

Social Media Boot Camp, sponsored by Ragan, will be held September 24 at Ragan Communications headquarters in Chicago, IL. The cost for the day is $645 and $745 for non-members.

The Second Annual Social Media Summit, sponsored by the Mayo Clinic and Ragan Communications, will be held September 27 through 29, in Jacksonville, FL. The cost for members is $945, for non-members $1,195.

Digital PR Next Practices Summit, presented by PR News, will be held on October 6 at the Grand Hyatt in New York City. The cost is $795 per person if you register by September 10, 2010; 2 day package including the Platinum Awards luncheon is $1,070.

Content and Communications World Expo, will be held October 13 - 14 at the Javits Convention Center in New York City. If you register before September 10 the cost is $695.

PRSA 2010 International Conference: Powering Progress, will be held October 16 through 19 in Washington, DC. The cost for this seminar, if you register before August 27, is $1,075 for members and $1,375 for non-members.

Social Media Boot Camp, sponsored by Ragan and hosted by SAS, will be held October 6, in Cary, North Carolina. The cost for the day is $645 and $745 for non-members.

Enterprise Search Summit will be held November 16 - 18 in Washington, DC. The cost ranges from $1,095 to $2,095, depending on the pass you choose. If you register before October 22, 2010, there is a $100 discount.


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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
Viral Video for PR: Guidelines for Success
Guide to Handling a Blog Crisis
Corporate Blogging: Lessons, Opportunities & Pitfalls
The Biggest Mistakes in Crisis Communications
Press Releases to Drive Web Site Traffic


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