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Influencer Marketing: The Need for Measurement (and What Metrics to Use)

Spetember 2016 Issue #1

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CyberAlert: Nobody Monitors and Measures the Media Better
September 2016 Issue #1
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
Influencer Marketing: The Need for Measurement (and What Metrics to Use)
With influencer marketing now a mainstream PR and marketing method, experts warn the lack of measurement hinders effectiveness and threatens long-term viability. Measurement enables marketers to improve their influencer marketing programs, demonstrate value to management and obtain increased funding. Companies can use readily available online measurement tools to analyze their influencer marketing efforts. Read More »
Why Spending for Social Media Marketing Falls Short of Expectations
Budgets for social media marketing have not increased as much as marketing leaders expected. Research points to lack of measurement as the most likely reason for the discrepancy, although other factors may be involved. Corporate managers are reluctant to increase funding for social media if they don't see its impact on revenue and a reasonable ROI. Read More »
Analysis of 27,000 Email Media Pitches Finds What Wins Attention
Image source: Jason Rogers
An analysis of almost 27,000 email pitches provides valuable insights into how to write subject lines and email introductions that win the attention of journalists and editors. The research largely confirms what media relations experts espouse, while some details on particularly successful words may be surprising and beneficial. Read More »
Facebook Algorithm Gaffe Shows the Value of Human Editors
Image source: Esther Vargas
An embarrassing blunder in Facebook's Trending section demonstrates the value of human editors and the shortcomings of algorithms in evaluating news and social media content. Because so many people obtain their news almost exclusively from social media, the hoax also highlights the disturbing power of algorithms in shaping public opinion. Read More »
PR Crisis Management Lessons from Mylan's EpiPen Pricing Controversy
Image source: Greg Friese
The Mylan Pharmaceuticals EpiPen controversy offers lessons in PR and social media crisis management. While some credit the company for trying to change the narrative, others PR experts argue that it failed to notice the emerging social media crisis and evaluate public opinion before increasing the price of its EpiPen treatment for severe allergic reaction. Read More »
How Social Media Listening Boosts Social Selling
Cold calling and emailing are inefficient, practically obsolete sales tactics. Today, social salespeople garner much better success by listening to comments on social media, engaging customers and offering valuable content and solutions. Read More »
How Brands Annoy Customers on Social Media
Image source: nofrills
Brands have a problem on social media: Many people think they're annoying. Too many promotions, forced attempts at humor and slang, and lack of responses to queries all harm the business. Irritated consumers simply unfollow the brand, causing lost relationships and potential future sales. Read More »
How to Develop Employee Advocacy, a Top PR & Marketing Strategy
Companies often neglect one of their most powerful PR and marketing tools: their own employees. Employees inspire greater trust and many are active on social media. These guidelines can help businesses and non-profit organizations develop effective employee advocacy and measure its results. Read More »
Most Viewed from Previous Issues
Can Social Media Listening Replace Traditional Market Research Methods?
Social media listening has surpassed more traditional marketing research techniques to become the favored marketing research method among brands in the Asia-Pacific region, new research reveals. Marketers in other regions likely see a similar trend. That's not surprising considering the timeliness and cost advantages that social media listening offers. Read More »
Letter to the Editor: An Often Overlooked, but Effective PR Tool
PR pros seeking an alternative to the press release may wish to consider the letter to the editor. Opinion page letters and articles offer an effective public relations tool, especially for creative PR pros who can link their letter or article to current events. Few PR tactics pack as much punch with such a minimal investment of time and effort. Read More »
Other Articles to Help You
The Mercury News
Medium
Entrepreneur
Business Insider
Harvard Business Review
Medium
The New York Times
Conferences and Webinars
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: Social Media Conference and Crisis Management Workshop, Oct. 19 to 20 in New York City. Presented by PRNews.
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
Deputy Director of Communications - FAMM
Associate Director, Executive Communications - Stanford University
Senior Manager, Public Relations - T-Mobile
Senior Director of University Media Relations - Stanford University
Communications Director - Heffter Research Institute
Corporate Communications Specialist - Banner Health
Senior Public Relations Specialist - Akron Children's Hospital
Marketing Positions
Social Media Specialist - American Society of Clinical Oncology
Development & Communications Associate - California Trout
Content Marketing Analyst - Animalz Inc.
Marketing Analyst - KEO Marketing Inc.
Social Media Marketing Manager - Stage 4 Solutions
Social Media Manager - Response Marketing
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Quote of the Week
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"Nothing any good isn't hard."
F. Scott Fitzgerald
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Quote of the Week
Factoids of the Week
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Social media marketing spending has increased 234% over the last seven years. (CMO Survey)Tweet this!
47% of marketers say the biggest challenge of influencer marketing is proving its value. (GroupHigh)Tweet this!
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Services
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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 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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