After making sure to avoid the April Fool's Day stunts by Marketing and PR folks, Media Monitoring News this week offers a cross-section of "how to" and conceptual articles on media relations, media measurement, social media engagement and two very interesting articles on strategic thinking.
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Media Monitoring News
Best PR Articles
What to Do If Your Content Is Copied
Blog SuccessA fascinating article on multiple levels, Why Monitoring Your Top Articles Is Important and What to Do If Your Content Is Copied tells the story of a purloined online article about riding boots, how the author discovered the hi-jacked version had usurped the top Google organic listing, and what the original author (who writes under the pseudonym Glee) did to get back her ranking. In addition to teaching methods of protecting original content, the article is an exceptional example of using first-person story telling to teach an otherwise mundane subject.
Companies Incorporate Social Media Monitoring into Bottom Line
eMarketerA study of companies worldwide sponsored by IBM and Marist College found that only 52.8% of respondents were currently monitoring open online social media communities or networks, according to Companies Incorporate Social Media Monitoring into Bottom Line. Metrics being tracked in social media? 26.8% of respondents mentioned customer satisfaction and 23.7% said overall buzz. Brand experience was also cited by 21% of respondents.
Strategic PR: When Silence is Golden
Crawford PRIn the whirlwind of getting PR placements (and attention), it's easy to forget that sometimes it's best to say, well, nothing. Strategic PR: When Silence is Golden, written by Kate Schackai, examines those times when closing the blather spigot may be the best PR strategy. The Golden Rule of PR: Always — and only — talk when you have something to say.
The 6 Trickiest Terms in [PR] Measurement — and What They Really Mean
The Measurement Standard (K.D. Paine)They are the common terms of PR measurement, commonly thrown about but often misunderstood. The 6 Trickiest Terms in Measurement — and What They Really Mean offers precise definitions of ROI, Share of Voice, Share of Mind, Earned vs. Owned, Impressions and Measurement itself.
Raising Your Game: Make Your Move from Spreadsheets to Real PR Measurement
Bulldog ReporterMany PR departments measure their success by using spreadsheets. It a time-consuming (and expensive if you count the cost of staff time) method which usually produces relatively poor analytics. Raising Your Game: Make Your Move from Spreadsheets to Real PR Measurement (written Kristin Jones, CEO of Wallop! OnDemand, a PR measurement service) suggests initial steps to transition to more effective PR analytics.
Measure Social Media ROI with Google Analytics Social
V3The introduction of new social media tracking data by Google provides a new marketing and PR measurement tool. The new Google Analytics additions allow you to identify the top referring social media sites and include options to dive deeper into your data. Measure Social Media ROI with Google Analytics Social details how best to incorporate the Google data to measure the full value of your social media marketing and PR efforts.
The 8 Google Analytics Features Every Site Must Have Implemented
KISSmetricsMeasure traffic and results from an organization's website is a vital component of marketing and PR measurement. Google Analytics is probably the best tool to do that measurement. The 8 Google Analytics Features Every Site Must Have Implemented explains how to get the best results for the least effort.
20 Key Points about Social Media Measurement and Metrics
eConsultancy20 Key Points about Social Media Measurement and Metrics compiles quotes and case studies from speakers at the recent Social Media World Forum in London. Being a compilation, the quotes are disconnected, but contain some important insights. Here's one quote: "Your three core metrics are: acquisition (cost per acquisition), retention (engagement metrics) and monetization (value of conversation)". The article includes links to other thoughtful blog posts on social media measurement.
Report: Communication and Public Relations Generally Accepted Practices
University of Southern California, Annenberg School of Communication and JournalismThe USC Annenberg Strategic Communication and Public Relations Center has published its seventh biennial Communication and Public Relations Generally Accepted Practices (GAP VII) study. It provides practitioners with practical information they can use to better manage the communication functions in their organizations. If you'd prefer not to delve into the 67-page report, you can peruse 4-page the GAP VII Executive Summary. According to the News Release announcing the study, "Measurement and evaluation are on the rise: Corporations report an increase from 4% to 9% in the portions of their total budgets allocated to measurement and evaluation of PR/Comm programs. This pronounced rise speaks to widespread adoption of social media monitoring tools… How you measure is linked to success:… Companies utilizing "Outcomes" measures such as influence on stakeholder attitudes and opinions, the bottom line, etc. are much more likely to say they have a good external reputation and are successful than are companies that rely on traditional "PR output" measures — such as clips, impressions, and advertising equivalency."
2012 Social Media Marketing Industry Report
Social Media ExaminerThe 2012 Social Media Marketing Industry Report reveals where 3,800 marketers focus their social media activities, how much time they invest, and what are the returns. There's a 5-minute video preview and summary of the study results and a download of the full report available f.re.e until April 19. No 1 Social Media Question: How Do I Measure is an interesting "take" on the report's key findings.
Walgreen's Case Study: Humanizing Social Business
Social Media TodayMost businesses, it seems, are just putting lipstick on social media and using it like they would an old-fashioned broadcast marketing and PR media. Walgreen's Case Study: Humanizing Social Business looks at how a "big business" used social media to thrill a customer, make a fan for life, and create a brand evangelist. As a bonus, the article contains a code that will get you a 30% discount on 5x7 photo cards at any Walgreens.
Social Media to Marketers: Get Over Yourselves
Click Z (Heidi Cohen)If your business is debating whether or not to implement a social media program, you're probably centering your discussing on the wrong questions, according to Heidi Cohen in Social Media to Marketers: Get Over Yourselves. You should be discussing how you can support the social media community, not your firm. The thoughtful article includes research that indicates that marketers [and PR professionals] aren't listening to what consumers are telling them on social media. It also includes tips on how to craft a social media strategy that works, including having a PR crisis plan ready in case of emergency.
7 Common SEO Mistakes You've Been Making Since 1995
Geek WireSearch Engine Optimization (SEO) has been around since the early days of Yahoo and accelerated with the founding of the Google search engine. Basically, SEO properly organizes and labels website content to attain higher organic placement in search results for specific keywords pertinent to your organization or brand. 7 Common SEO Mistakes You've Been Making Since 1995 identifies the key things you must do in publishing each new page of website content to achieve higher search rankings. The article is a solid reference on the basics of SEO.
Determine the True Value of Your B2B Search Marketing Program
Search Engine LandThe best way to define search marketing success is NOT just in terms of pre-defined conversions… but rather, based on the value of multiple, desirable online actions. That's the key point starting point of Determine the True Value of Your B2B Search Marketing Program. Author Particia Hursh offers concrete suggestions on what website actions (in addition to conversions) are valuable and how to measure them.
America's Most Reputable Companies
ForbesWhat makes a good corporate reputation? And why do some companies stand out while others lag? What leads consumers to recommend, stay loyal to, and give the benefit of the doubt to certain companies? As reported in America's Most Reputable Companies, Reputation Institute measured the reputations of the 150 top U.S. companies earlier this year. The scores were based on four emotional indicators: trust, esteem, admiration and good feeling. The report found that perceptions of the enterprise (worplace, governance, citizenship, financial performance, and leadership) trumped product perceptions in driving consumer behavior. The article includes a list of all 150 corporations.
12 Most Valuable Lessons I Learned from Steve Jobs
12 Most (Guy Kawasaki)Guy Kawasaki, who worked directly with Steve Jobs, shares his 12 Most Valuable Lessons I Learned from Steve Jobs. The first two will almost certainly convince you to read the entire article. 1) Experts Are Clueless 2) Customers Cannot Tell You What They Need. There are real insights here on the beliefs and methods of a business genius.
6 Leadership Tips from Ford CEO Allen Mulally
TheStreet.comSolid strategic thinking is a key component of personal and corporate success. In 6 Leadership Tips from Ford CEO Allen Mulally, the executive who turned around Ford Motor Company shares his insights on methods to achieve corporate success.
A Cure for Boring Marketing and White Paper Detritus
What's Next BlogMost white papers are veiled and boring sales pitches, largely indistinguishable from each other. A Cure for Boring Marketing and White Paper Detritus is to be humorous or be useful. Examples included.
10 Things Online Data Collectors Won't Tell You
Smart MoneyYou've heard online tracking and targeted marketing, and the related privacy concerns, but you don't really understand the technology or the concerns. 10 Things Online Data Collectors Won't Tell You will teach you the important concepts — and help you look a bit into the future of online marketing.
Selling You on Facebook
Wall Street JournalOnline privacy is emerging as one of the most contentious issues of 2012 — and one that all organizations need to understand. Selling You on Facebook explains how organizations are aggregating personal information from Facebook profiles and apps to draw a "marketing profile" and determine contact information of individuals. It also touches on the questions and issues that result from automated aggregation of personal information.
How to Change Your Life [by Changing Your Bad Habits]
Smart MoneyWe all have bad habits. We all wish we could ditch them. And there are dozens of articles about changing bad habits. But How to Change Your Life offers a unique perspective on how to overcome bad habits by identifying their cues and rewards. Figuring those out gives you the weapons you need to break the habit. One key suggestion: wait 15 minutes before giving in to any temptation.
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