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Social Media Listening Requires a New Mindset that Focuses on Content and Meaning in Addition to Data

August 2016 Issue #3

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CyberAlert: Nobody Monitors and Measures the Media Better
August 2016 Issue #3
CyberAlert: Nobody Monitors and Measures the Media Better
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Media Monitoring News is a weekly educational newsletter published by CyberAlert LLC, the media monitoring and measurement service, for professionals in public relations (PR), marketing, competitive intelligence and communications.
Featured Article
Social Media Listening Requires a New Mindset that Focuses on Content and Meaning in Addition to Data
Social media listening can deliver far more benefits than businesses currently obtain. Taking full advantage of social media listening requires a change of mindset - a change that places greater emphasis on content and less on data. With a content-focused mindset, a single post can prove momentous and decisive in identifying an issue and in improving a product or service. Read More »
12 Tips on Running Press Conferences that Produce Widespread Media Coverage
A well-organized press conference offers a special opportunity to gain far-reaching media coverage. Without proper planning and preparation, however, problems with attendance, presentations, answers to questions and overall messaging may result in dismal or negative coverage. Review these tips to assure a successful press conference. Read More »
Storytelling vs. Data: Which is More Powerful in PR?
Despite the rise of big data and data analysis, people still love a good story more than statistics. Many communications professionals argue that storytelling is an underutilized PR strategy. Done well, storytelling captivates audiences and is more likely than piles of data to persuade them. Read More »
Why Many [Not-so-Smart] Digital Marketers Malign Press Releases & PR
Some digital marketers criticize press releases as an outdated strategy. Their attacks are often a not-so-transparent technique to promote their own services while concealing their lack of PR knowledge and skills. PR pros who know how to properly create and distribute press releases and track results through media monitoring and measurement produce substantial benefits. Read More »
LinkedIn Videos: Potential for PR & Marketing
LinkedIn's decision to allow video posts from influencers likely means the platform intends to offer video posting to all users. While some commentators call the move a contrived effort to join the video crowd, video on LinkedIn can add substantial impact and value to both personal and company pages. Even if most users cannot currently create video posts, they can benefit from availability of video in other ways. Read More »
How to Hurdle the Measurement Quagmire in B2B Marketing & PR
Justifying their efforts to upper management is a top challenge facing B2B marketing and PR departments. The prime difficulty is in connecting marketing or PR spending to business revenue. Those who select metrics that take into account the entire customer lifecycle within a full-service measurement dashboard can better analyze their impact on sales, profitability and reputation. Read More »
Most Viewed from Previous Issues
How to Measure ROI of Trade Shows
Trade shows may offer substantial marketing opportunities, but they're extremely expensive. Quantifying and measuring the concrete results of trade shows is imperative to create sensible budgets for future marketing and PR, and ultimately to achieve greater business growth. Read More »
On the Value of Measuring Backlinks in PR Analytics
Some media measurement experts think it's time to include backlinks as a key metric to evaluate PR success. Backlinks are a powerful tool for increasing website traffic and boosting search engine rankings, they say. Backlinks can also serve as a valuable PR metric for demonstrating PR's business value. Read More »
Other Articles to Help You
Forbes
Lifehacker
Rank Digitally
Futurism
Strategy+Business
Hinge
Harvard Business Review
Poynter
Conferences and Webinars
Conference: ClickZ Live, Aug. 29 to 31 at Park Central Hotel, San Francisco. Presented by ClickZ. All-access pass standard rate $1,695.
Conference: Managing Intense Media Scrutiny, Sept. 13, 9 a.m. to 5 p.m. at the AMA Executive Conference Center, San Francisco, CA. Sponsored by PRSA. $615 for members.
Conference: Storytelling for Communicators Conference, Sept. 14 to 15, Oak Brook, IL. Presented by Ragan. Standard price $1045.
Conference: Summit on the Future of Communications Measurement and Social Media Measurement Conclave, Oct. 13 to 14 at the Shankhassick Farm, in Durham, NH. Presented by Paine Publishing. $575 before Aug. 1.
Conference: Big 4 Social Media Summit, Aug. 9-10 at the Grant Hyatt in San Francisco. Presented by PR News. Regular rate $2,140.
Conference: PR Boot Camp - Key Concepts and Techniques of Effective Public Relations, Sept. 19 to 20 at the PRSA Professional Development Center, New York, NY. Sponsored by the PRSA. $849 for members.
Conference: TALK Ethics, Sept. 21 at Holland & Knight, Washington, DC. Sponsored WOMMA.
Conference: New York Media Festival, Sept. 26 to 29, Museum of Jewish Heritage, New York, NY. Produced by Digital Media Wire. All access badge $999 by July 31.
Online Conference: Social Media Success Summit, Oct. 4 through Oct. 27. Regular price: $697. Presented by Social Media Examiner.
Conference: Digital Marketing World Forum, Oct. 18 to 19 at Metropolitan West, New York, $899 by Sept. 9.
Conference: B2B Marketing Forum, Oct. 18 to 21 at the Westin Boston Waterfront. Presented by MarketingProfs. Full price $1,795.
Conference: PRSA International Conference, Oct. 23 to 25 in Indianapolis, IN. $1,495 for PRSA members regular rate.
Conference: Strategic and Competitive Intelligence Professionals Conference, Nov. 7 to 9 at the Prague Marriott Hotel in Prague, Czech Republic. Presented by the Strategic and Competitive Intelligence Professionals (SCIP), formerly the Society of Competitive Intelligence Professionals. Regular rate: 1,513 euros for SCIP members.
Best of 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 Manager - Verizon
Communications Manager - USP
Public Relations Manager - National Safety Council
Media Relations Manager - Morningstar
Communications Manager - City of Cambridge
Senior Writer - Johns Hopkins University
Marketing Positions
Social Media Manager - Sesame Street
Communications Associate - American Academy of Arts and Sciences
Analytic Manager - Drive Social Media
Senior Online Marketing Analyst - Plymouth Rock Assurance
Social Media Specialist - The Child Mind Institute
Marketing Director - Reid Park Zoological Society
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Quote of the Week
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"Social listening promises the Holy Grail in business: superior understanding of customers."
Susan Fournier, John Quelch and Bob Rietveld
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Quote of the Week
Factoids of the Week
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56% of marketers say connecting spending to revenue is their top challenge. (Forrester Research)Tweet this!
49% of marketing executives use social media monitoring to better understand customers, prospects and markets. (eMarketer)Tweet this!
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Questions, suggestions, or comments about this newsletter? Email us here.
CyberAlert Services
Services
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CyberAlert 5.0 - Local, national, and worldwide news monitoring and press clipping service. Monitors 60,000+ online news sources in 250+ languages each day.
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CyberAlert Buzz - Social media monitoring service. Monitors Twitter, Facebook, 100,000+ online message boards, forums, and Usenet news groups.
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a.m. NewsBrief - Daily executive briefing service. Get customized daily article summaries before the start of every business day.
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CyberAlert TV - Broadcast news tracking service. Monitors closed-caption text of local and national news broadcasts in all 210 U.S. markets.
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CyberAlert Radio - Radio monitoring service. Tracks 250+ radio stations with advanced speech-to-text technology.
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Omnibus News Feed - Worldwide news feed that aggregates news from 60,000+ news sources.
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