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.
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Media Monitoring News
Best PR Articles
Influencers — Identifying and Measuring
Michael Wu, Ph.D. Lithium's Principal Scientist of Analytics, has written a series of thoughtful blogs on "influencers" in social media. He has assembled all the blog posts in one place as My Chapter on Influencers. The first set of four articles introduces a simple model of the influence process (or simply influence model). This model emphasizes the importance of the target when identifying influencers. It also outlines the six necessary factors (i.e. credibility, bandwidth, relevance, timing, alignment, and confidence), which must all be accounted for in order to achieve true influence. The next set of three posts is on the application of the influence model. Following the principles of this model, I've devised a step by step procedure for identifying influencers in interest-oriented online communities. Finally, the last two articles are on Fast Company's Influence Project to determine the most influential person online in 2010. The posts are worthwhile reading for anyone involved with measurement of social media.
KDPaine's Trade Show & Event Measurement Checklist
In her typically thorough and thoughtful approach, Katie Paine offers a Checklist to Measure Trade Shows and Events. It's a step by step approach from initial assessment of event goals to defining the metrics, selecting the measurement tools, and analyzing the results. On essentially the same topic in the same issue of The Measurement Standard, Jim Mcnamara of University of Technology, Sydney (formerly of Carma Asia Pacific) weighs in with his version of How to Evaluate Events: Does Your Show Have Go?, offering his analysis of event objectives, measurement metrics, and corresponding measurement methods are suggested.
6 Key Metrics for a Social Media Measurement Dashboard
There is still a good deal of controversy on what to measure and how to measure it in social media. In Search Engine Watch, Nathan Linnell offers 6 Key Metrics for a Social Media Measurement Dashboard. Although it doesn't settle the controversy, the article does offer worthwhile insight on important social media metrics that are measurable.
Social Media Monitoring: Time to Say 'Sod It'?
Even while the social media hype is reaching crescendo, sceptics are emerging. In Social media monitoring: time to say 'sod It'?, Karl Havad, managing director of Somatica Digital and a guest blogger at eConsultancy, contends that most people on Facebook and Twitter do not realize that their posts are being monitored by online monitoring tools — and that many will be appalled when they find it out. He asks that you imagine, if every conversation in a pub, coffee shop, meeting etc. could be monitored and then filtered to specific brand conversation and sentiment relevant to your organization. Would you use this technology to improve your product or service? His answer: probably not. His conclusion: from an ethical, human and philosophical standpoint this monitoring of personal online conversations is not sustainable. Many, however, would disagree. Especially those who disagree owe it to themselves to read this provocative article and to "stop and think" about the implications of social monitoring. 'Sod it', if you didn't know, is a mildly vulgar U.K expression meaning 'not worth doing' or 'scr*w it'.
Is Social Media Monitoring Worth The Trouble?
In response to the Havard article above, the BrandSavant (Tom Webster) contends in Is Social Media Monitoring Worth the Trouble? that "social media monitoring does…have to prove its worth beyond mere tactical interaction in order to evolve and become more central to the theory of the firm. In order to do that, social media monitoring has to graduate from "fire-fighting" app to a reliable source for consumer insights." He posits that the burden of listening to each and every conversation will increase as more an more people join the web.
Twitter, Twitter Little Star
In Twitter, Twitter Little Star, Bloomberg Business Week examines the role of the social media director and the social media team. Many companies scramble to hire social media officers. Then, they figure out what it is, exactly, that social media officers do. The article examines the role of social media staff, the methods, and the potential pay-offs.
Old Spice: A Social Media Success Story
Impact Media takes a look at how the Old Spice brand has successfully used social media to promote brand awareness through a viral interactive YouTube campaign. The Old Spical Social Media Story is one of the more interesting case studies in viral video, having garnered millions of views for a relatively small production cost and virtually $0 distribution cost. Can you attain similar success by following the Old Spice "script". Probably not — but John Bell offers his thoughts on why it was successful in How to Reproduce the Old Spice Phenomena. The secret: combine a lot of successful elements in a new way to create something that feels original. Bottom Line: Marketing Vox reports that Old Spice Viral Campaign Translates into Sales - Lots of Them.
Top Execs Dish About Social Media Strategies
So what do top execs think of social media? Have they bought into the hype? A survey of senior management execs in the consumer packaged goods industry reveals some interesting beliefs outlined in Top Execs Dish about Social Media Strategies in Marketing Daily. The insights are more specific and practical than marketers and PR professionals might imagine.
Reputational Risk Management: A Framework for Safeguarding Your Organization's Primary Intangible Asset
Reputation management has become a major public relations responsibility. In a 29-page white paper entitled Reputational Risk Management: A Framework for Safeguarding Your Organization's Primary Tangible Asset, Jeffrey Resnick of Opinion Research Co., offers a detailed framework that outlines the major steps in assessing risk and the eight phases of conducting a reputation audit. It's probably the best single document on reputation risk management. The paper is made available by Carma International, the media measurement company.
McDonald's Goes Above & Beyond
Even the best companies sometimes screw up. In a crisis, a leading brand can reinforce its dominance by responding above and beyond what is expected, according to brand expert Laura Reis. In McDonald's Goes Above & Beyond, she uses as a case study the crisis McDonald's faced when it found traces of toxic paint on some of Shrek glasses, sold as a premium. The company moved at lightening speed to institute a full voluntary recall of all items, even though the glasses weren't all that dangerous. It also paid consumers a premium above the price of each glass. The McDonald's response follows the key crisis management principle: "do the right thing" for the consumer. If only someone told the Vatican, Toyota and Tylenol (latest incident). There's even more reputation risk when one company's actions can be compared with another during a crisis. When the volcanic ash fiasco disrupted all airline schedules and stranded passengers, there was a marked difference in how different airlines reacted to the crisis, as reported in Advertising Age's How Travel Industry Has Taken on Volcano. Most domestic carriers handed out food vouchers and complimentary phone cards, which was more than they were required to do. But others went further. At Terminal Seven at JFK, British Airways' concourse was virtually empty because the airline had paid for hotel accommodations for all its passengers, and had handed out food vouchers. To its credit, the hotel industry in the U.S. for the most part did not try to take advantage of the situation with price gouging, Ad Age reported.
Webinar Marketing Checklist
With the growing popularity (and clutter) of webinars, an effective promotion program is vital. Webinar Marketing Checklist from Marketing Sherpa provides step-by-step directions for pre-event promotion, registration, and post-event follow up.
The 7 Secrets of Running a Wildly Popular Blog
Did you ever wonder why some blogs attract tons of readers and others don't? Dean Reick of CopyBlogger offers The 7 Secrets of Running a Wildly Popular Blog. Basic principle: success isn't necessarily about competence. It's often about likeability. People like to spend time with people they like. So, lighten up, have a conversation, be yourself, and help others. That's four of the seven. The 125 responses indicate it's a pretty popular post.
Blog Commenting for PR: Dos and Don'ts
Speaking of blog comments, Mickie Kennedy of eReleases.com offers his suggestions on proper commenting tactics and techniques in Blog Commenting for PR: Dos and Don'ts. He also lists some brand or corporate benefits of blog commenting.
Ten Actions that Lead to a Better Pressroom
In an in-depth article, Ten Actions that Lead to a Better Pressroom, iPressRoom offers ten questions to ask about your Online Pressroom and the recommended actions to determine if it meets today's "gold standards" for online pressrooms as a resource for journalists and other constituencies. It's quite a thorough examination of what works best in online pressrooms.
The Stupidest Men's Products Ever Invented (Slide Show)
Just for fun — no redeeming professional value — The Huffington Post offers a slide show consisting of the 13 Stupidest Men's Products Ever Invented. Our favorite: Man Candles in man-tastic scents like sawdust, bacon, and you guess what else.
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