In this week's Media Monitoring News, the Best PR Articles section announces CyberAlert's PR Grants for Not-for-Profits for 2012. The articles include our tribute to the redoubtable Steve Jobs in Lessons from Steve Jobs. A key theme this week is "Social Media Measurement" with articles that include "twists" on the normal approaches. If you've ever had problems getting approval for a PR or marketing project from the legal department, take a look at 7 Tips for Getting Legal Approval on Social Media Programs.
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Media Monitoring News
Best PR Articles
5 Things PR Can Do to Matter More
Proper Propaganda (Jackson Wightman)With on-going hand-wringing about PR participating more fully in corporate decision-making, Jackson Wightman suggests 5 Things PR Can Do to Matter More and thereby get more clout and a more important seat at the table. Certain deficiencies among PR staff can be overcome and competencies gained quite readily, he maintains.
Google Give(s) PR Pros a Holiday Gift
The ProActive Report (Sally Falkow)An update to the Google algorithm last week now gives priority to "freshness" of the indexed content. Upshot: news releases and other recent content developed and distributed by PR pros gains greater relevancy and higher placement in Google organic search results. In Google Give(s) PR Pros a Holiday Gift, Sally Falkow explains the beneficence Google has bestowed on PR pros, and how PR can leverage the upgraded rankings for PR-generated content.
Pitching to Google's Fresh New Algorithm Via News, Blogs, Events, and Google+
Search Engine WatchSame subject; different perspective; same conclusion. From one of the more authoritative sources on search engine optimization and marketing, Pitching to Google's Fresh New Algorithm Via News, Blogs, Events, and Google+ suggests specific approaches to capitalize on the new Google algorithm that emphasizes freshness of content.
Social Media Monitoring: You're Doing It Wrong.
Insurance NetworkingCompanies are wasting their time monitoring social media because the data collected isn't being used effectively, according to Social Media Monitoring: You're Doing It Wrong. Social media information is only one piece of data that must be integrated with business data in a holistic measurement methodology, maintains Zach Hofer-Shall. The author suggests how to first crawl, walk, run and then fly toward the fully integrated business measurement approach.
How the CIA Uses Social Media to Track How People Feel
The AtlanticIn a nondescript building in Virginia, CIA analysts are tracking millions of tweets, blog posts, and Facebook updates from around the world to determine activities and what people are thinking and feeling in most every country of the world. How the CIA Uses Social Media to Track How People Feel offers an in-depth look at how the "spooks" use "memetrackers". How they do it may offer some guidance for companies and brands.
PR Monitoring & Management Tools: Which Is Best? Vocus vs. Cision
Business 2 CommunityPR Monitoring & Management Tools: Which Is Best? Vocus vs. Cision compares and contrasts the two big dogs in PR platforms for media selection, distribution, monitoring and measurement — and finds both wanting. Suggestion: when selecting PR services take a look at vendors who specialize in doing one PR service very well. CyberAlert, for instance, specializes in delivering comprehensive and accurate news and social media monitoring and delivers its clip results to most any PR services platform for analysis and measurement.
How Marketers Are Measuring ROI [Infographic]
Marketing ProfsMeasuring ROI in marketing and public relations in a multichannel world is notoriously difficult. Ifbyphone, which specializes in voice communications, assembled statistics on How Marketers are Measuring ROI and developed an informative infographic that visualizes what tools marketers are using now and what metrics they are tracking.
The ROI of Social Media ROI
iMedia ConnectionThe ROI of Social Media ROI questions the validity of measuring ROI for social media. Anathema! It's conclusion: [social media] metrics are not only inaccurate by nature, but are also, even when estimated very well, many degrees removed from the purchase behaviors that drive the bottom line variable needed for an ROI calculation.
The One Social Media Metric You Need
Heidi CohenHeidi Cohen solicits 10 social media gurus for The One Social Media Metric You Need — and, not surprisingly in a cross-section of opinion, gets 10 different ideas. Also not surprisingly, all 10 approaches are quite valid! At this stage of the evolution of social media measurement, with no real consensus on methodology, everyone has to do an individualized metrics mash-up.
The State of Setting Social Media Measurement Standards
The Measurement Standard (Katie Paine)Conceding that "while there are many different ways to measure social media, there are as yet none that very many people agree upon that should become standard across programs or segments of the industry," the reigning queen of PR measurement provides background on social media measurement standards, a summary of recent social media standards-related events, and links to some organizations involved in her recent piece entitled The State of Setting Social Media Measurement Standards.
Priorities for Public Relations Research, Measurement and Evaluation
Institute for Public RelationsRatifying the idea that PR measurement is still in its formative stages, Dr. David Geddes, chair of the IPR Commission on Public Relations Measurement and Evaluation, penned Priorities for Public Relations Research, Measurement and Evaluation to lay out his vision for an action agenda to move the PR profession forward in research and measurement.
How Valuable Is Word-of-Mouth?
Harvard Business ReviewIn most every issue, we include a really dense academic treatise. How Valuable is Word-of-Mouth? is this week's academic offering. V. Kumar of the U. of Connecticut lays out a precise formula to calculate the lifetime and referral value of a customer within a "Customer Value Matrix" comprised of affluents, champions, advocates and misers. It's actually a pretty interesting six pages, putting data behind what most companies and brands often just assume.
10 Traits of Amazingly Awesome Infographics
Hubspot BlogEveryone's doing it; infographics that is. Soon, someone will get the bright idea that you should create one. Better learn how in advance. 10 Traits of Amazingly Awesome Infographics details the key features of an effective infographic with extraordinary examples of infographics that demonstrate each key trait.
Careful Writers! 10 Common Words with Opposite Meanings
Impertinent RemarksLauraJane Brockway examines the peculiar traits of contranyms (also known as Janus terms), those daffy words that have two perfectly fine, but directly opposing meanings. 10 Common Words with Opposite Meanings examines words like "root" which can mean at least three different things depending on context. Her examples are illustrative and entertaining. Do poke through the comments for even more examples.
Is Social Media Monitoring Ethical? (Interesting College Assignment)
Mackenzie Stratton's ThoughtsWhat would you write if you had to take either side of the question Is Social Media Monitoring Ethical? You're probably already using social media monitoring tools, but have you ever considered the question of ethics? The writer's conclusion: yes, competitive media monitoring is ethical as long as you don't use social media to bash competitors.
Best Blogs for the Public Relations Major
Bachelor's Degree OnlineSticking with the college theme, 50 Best Blogs for the Public Relations Major lists quite a good selection of blogs focusing on public relations and social media. For another list, check out the CyberAlert Blog which is more oriented to practicing PR professional and includes the most substantive, original and influential of PR, marketing and social media and blogs.
Murphy's Law and the PR Pro
Next CommunicationsMurphy's Law states that anything that can go wrong will go wrong. Murphy's Law and the PR Pro takes a semi-humorous look at many of the day-to-day things that can and do go wrong in spite of good planning and execution. See if you've experienced any of them — and laugh (or cry) along with author Richie Escovedo.
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