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CyberAlert: Nobody Monitors and Measures the Media Better
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Media Monitoring News: October 2010: Issue 1
Best PR Articles + PR Job Openings & Meetings
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This Media Monitoring Newsletter features worthwhile recent PR articles, PR & Marketing job openings and upcoming PR meetings. The newsletter is distributed by CyberAlert, Inc. (www.cyberalert.com), the media monitoring company, as a service to its customer base in public relations and marketing.


Media Monitoring: The Complete Guide


In its recently launched blog, CyberAlert (www.cyberalert.com/blog) has published a comprehensive five-part series on how to develop an effective and cost-efficient media monitoring program for and how to select media monitoring services to meet your organization's specific needs for public relations, brand management, marketing, reputation management and competitive intelligence.

Part 1: Media Monitoring: What It Is. How It Evolved. How It's Done Now defines media monitoring, looks at its history, examines the benefits of in-house monitoring vs. outsourcing, and provides an overview on the best approaches today to monitor news and social media for both large and small organizations.

Part II: Determining Your Media Monitoring Needs provides guidance on selecting the most appropriate media monitoring approach to meet your organization's specific needs and budget. It helps you answer key strategic questions. It answers "What do I want to monitor?" by presenting differing approaches to monitoring news in print, broadcast and online, distilling the advantages and limitations of each. It also poses the question: "Is a free online news monitoring service good enough?" For many organizations, it is. The article includes an examination of custom news monitoring features and how they to improve effectiveness and efficiency of an organization's media monitoring program.

Part III: Press Clipping vs. Online News Monitoring looks at differences in press clipping services that read/scan print publications vs. online news monitoring services that use software to monitor the online version of newspapers, magazines, trade journals and news syndication services.

Part IV: Broadcast Monitoring for TV & Radio News examines approaches to monitoring news on national TV networks and local TV and radio stations. The article includes suggestions on how to minimize the on-going cost of broadcast monitoring.

Part V: Selecting a Social Media Monitoring Service examines the breadth of social media — including blogs, message boards, forums, Usenet news groups, video sharing sites, and social networks. It suggests what social media to monitor and how best to listen to consumer discussion about an organization or brand.

CyberAlert has now assembled the five parts into the Media Monitoring: The Complete Guide, a 30-page downloadable white paper available at no charge.

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Table of Contents
Best PR Articles of the Month
  Why Companies Watch Your Every Facebook, YouTube and Twitter Move
  The New Business Intelligence of Social Media
  Katie Paine's Dirty Dozen Public Relations Measurement Mistakes
  Your Boss's Top Four Objections to User-Generated Content
  The Top 10 Reasons Your Company Shouldn't Blog
  Small Change: Twitter, Facebook and Social Activism
  Social Media Analysis Starts With a SWOT Analysis
  Is Our Addiction to ROI Killing Social Media?
  The Rise of Apps Culture
  Study Finds That Apple Dominates Tech News
  Two Rules for a Successful Business Presentation
  50 Can't Fail Techniques for Finding Great Blog Topics
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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Why Companies Watch Your Every Facebook, YouTube and Twitter Move

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The article is written for consumers but Why Companies Watch Your Every Facebook, YouTube and Twitter Move. provides important insights into the rationale for monitoring social media (online word-of-mouth) by corporations — with good and bad examples of social media monitoring by corporations.

The New Business Intelligence of Social Media

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Jason Cormier examines the top tools and measurable attributes of social media in The New Business Intelligence of Social Media. Then, he goes one step further and discusses how the data can become actionable. It's succinct and right on target.

Katie Paine's Dirty Dozen Public Relations Measurement Mistakes

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Better to learn from someone else's mistakes, says Katie Paine as she lays out her Dirty Dozen PR Measurement Mistakes including "measuring what's easy and not what matters." Some of the cited mistakes look "minor" but can destroy the validity of results.

Your Boss's Top Four Objections to User-Generated Content

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Most bosses are leary of user-generated comments. But "comments" or "user feedback" is pretty much a given in a corporate social media program. Your Boss's Top Four Objections to User-Generated Content helps you prepare for the inevitable objections and have ready answers. Bottom line: the dragon isn't as fearsome as the boss thinks.

The Top 10 Reasons Your Company Shouldn't Blog

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Conversely, if your boss is pushing you to launch a blog — without much direction or purpose, refer to B.L. Ochman's Top 10 Reasons Your Company Shouldn't Blog.

Small Change: Twitter, Facebook and Social Activism

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The world, we are told, is in the midst of a revolution. The new tools of social media have reinvented social activism. With Facebook and Twitter and the like, the traditional relationship between political authority and popular will has been upended, making it easier for the powerless to collaborate, coordinate, and give voice to their concerns. Like most all New Yorker pieces, this article is half too long, but Small Change: Why the Revolution Will Not Be Tweeted, Malcolm Gladwell, author of Outliers and The Tipping Point, makes a persuasive case that social media cannot be an effective tool for activists and revolutionaries. Basically, the "friendship" ties in social media are too weak to foment or even support a revolution and social media does not have the hierarchical organization required for organizing true rebellion

Social Media Analysis Starts With a SWOT Analysis

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Among the many articles offering suggestions on how to get started with a corporate social media initiative, Patrick Attallah presents an unusual perspective: Start with a SWOT Analysis — That is, analyze your corporate Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is a proven approach for marketing and other corporate disciplines. It might just work for social media programs too.

Is Our Addiction to ROI Killing Social Media?

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Is ROI the be all and end all of social media? Matt Ridings thinks not. Is Our Addiction to ROI Killing Social Media? maintains that ROI may be doable, but isn't always practical or desirable. Conclusion: the inability to precisely measure ROI shouldn't be an obstacle to social participation.

The Rise of Apps Culture

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Two years ago, before the iPhone, there were no "apps". Now some 25% of adults have software applications or "apps" on their cell phone — and an entire culture is emerging around apps as explained in The Rise of Apps Culture, a study by The Pew Research Center. Most popular are apps that provide some form of entertainment (games, music, food, travel and sports) and apps that help people find information they need and accomplish tasks (maps and navigation, weather, news, banking) — and the trend seems to be toward more serious and productive applications.

Study Finds That Apple Dominates Tech News

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With a small market share in computers and less than dominating share in cell phones, Apple commands an inordinate amount of media attention, according to a study by Pew Research Center. 15.1 percent of tech articles were primarily about Apple; 11.4 percent were about Google; and a meager 3 percent were about Microsoft. Why? More PR people? Hardly. The answer lies in innovative products with well-orchestrated product releases. Maybe more importantly — the study also uncovered the media's "double vision" on technology: wonder about the gadgets and wary about the effect of the gadgets on our lives. There's a detailed analysis of the study results on Journalism.org.

Two Rules for a Successful Business Presentation

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Only two? From Harvard Business Review? Yes. The Two Rules for a Successful Business Presentation are "Know Thy Audience" and "Tell Them One Thing and Only One Thing". But, sirs, you told us two! Check out the article for more explicit guidance.

50 Can't Fail Techniques for Finding Great Blog Topics

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Every blogger (and columnist) runs dry of topics. Are you out of ideas for blog posts? 50 Can't Fail Techniques for Finding Great Blog Topics does offer solid ways to brainstorm ideas for blogs. Our favorite: Think About Pain — the biggest problems your readers face. (See "Know Your Audience" above.) Look at the 85+ comments too for additional ideas. And we'll add one more: Keep written notes of ideas as they pop into your head.


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PR Meetings, Seminars, White Papers

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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.

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.

The Role of Communications in Creating Best Places to Work, sponsored by Ragan Communications and held at SAS World Headquarters in Cary, NC, will be held on October 7 and 8. The cost for the seminar is $945 for member and $1,195 for non-members.

8th Annual Institute for PR Measurement Summit, sponsored by the Institute for Public Relations, will be held October 6 — 8 in Portsmouth, NH.

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.

Do you Flip? How to produce better videos with your Flip camera, a half-day seminar sponsored by Ragan Communications with Justin Allen, will be held October 18 from 1pm to 5pm. The cost for the seminar is $345.

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.

Advanced Writing and Editing 2010, hosted by Pepco Holdings, will be held on October 21, 2010, in Washington, DC. The cost for this all-day seminar is $745. If you cannot make the October seminars, it will also be held in New York City on November 4.

Social Media and New Media PR Boot Camp, sponsored by PRSA, will be held November 4 and 5 in Burlington, Ma. The cost for this seminar is $899 for members and $999 for non-members.

The 2nd Annual Employee Communications, PR and Social Media Summit, hosted by Microsoft, will be held at Microsoft World Headquarters in Redmond, Washington, November 11 — 12, 2010. The member price for this seminar is $945 and for non-members $1,195.

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.

Integrating Research Into Public Relations Practice, a webinar by PRSA, will begin at 3pm Central time on November 18 and run for one hour. The cost is $150 for members and $250 for non-members.

Social Media and New Media PR Boot Camp, sponsored by PRSA, will be held December 1 and 2 in New York City. The cost for this seminar is $899 for members and $999 for non-members.




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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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NEWS MONITORING
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CyberAlert 5.0 - local, national, and worldwide news monitoring and press clipping service monitors 35,000+ online news sources in 25+ languages each day.
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CyberAlert TV - broadcast news tracking service monitors closed caption text of news broadcasts on all national news networks & channels plus all local TV stations in Top 100 U.S. markets.
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ONLINE SOCIAL MEDIA MONITORING
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BlogSquirrel - blog monitoring service monitors 5+ million new postings each day in 25+ million blogs worldwide.
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CyberAlert VDO - monitoring of consumer-generated video clips in 200+ online video sharing and news sites.
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Netpinions - consumer discussion / word-of-mouth / buzz monitoring service monitors 100,000+ online message boards, forums, and Usenet news groups.
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