Archive for ‘Media Monitoring’:


Confession of a Social Media Consultant

Wednesday, May 25th, 2016

By Brad Wester

secret-1142327_960_720 I’ve been a freelance social media consultant for several years, and I have a confession to make.

The power of social media is a myth.

You know that great idea you have for your next Facebook post? It’s probably worthless. I’m not trying to be harsh, and I’m not saying you have terrible ideas, but take a moment to think about it. How many people are going to see that post? Hint: not enough.

In 2015, Facebook organic reach dropped from an average of 12% to under 6%. This trend has continued in 2016. Facebook’s organic reach is low and continues to drop. Reaching less than 6% of your audience isn’t powerful. It’s time to stop posting and hoping for the best. It’s time for a plan.

The power of social media has always been a myth. The true power is in the planning – it’s in the development of a social media strategy.

Posting on social media without a strategy means your posts may be missing your targeting audience. You may be posting at the wrong times, creating the wrong content and using the wrong call to actions. You could be using improper tracking methods or relying on the wrong metrics to show success. Without a social media strategy, you’re at risk of wasting time and energy that could be spent more effectively on other parts of your business. You may even be hurting the future success of your Facebook page due to poor performance now.

Having a fully developed social media strategy is essential and should include the ability to track and analyze data in each step. Tracking data will allow you to determine what social networks you should focus on, what type of content is most effective, if it’s more effective to create a wide variety of content, simply promote high performing content to a larger audience and even how much you can afford to spend on promoting your high-performing content.

More social networks, including Instagram and Snapchat, are creating algorithms to determine what content to show users. These algorithms will continue to decrease organic reach and increase competition, driving up the cost of effective social media marketing. Developing a social media strategy will help you rise above your competition.

It’s time to stop posting and start planning.

 

Byline

Brad Wester is a freelance digital marketing consultant specializing in helping small businesses create engaging online experiences that generate leads and drive sales. Follow Brad on Twitter: @wester_brad.

Why Images Impact Your Media Measurement

Monday, August 11th, 2014
Images Media Measurement Public Relations Software Media Monitoring BurrellesLuce

Left: early edition Right: Later corrected edition. Image via Twitter user @suttonnick

Last Friday, The Daily Telegraph ran a very lovely picture of the royal family (the Duke and Duchess of Cambridge and their one-year-old son, Prince George) on its front page. Right above that photo ran a story with the headline “Toddlers at risk from extremists.” Someone overlooked the big picture of the layout and – whoops – all but called the Duke and Duchess religious extremists.

The paper quickly fixed the issue in its later edition, but the image survives online and the impact remains. Had you seen the headlined article online, or read a copy of only its text, you certainly wouldn’t have noticed the issue. While images have always been important, it’s the age of Instagram, selfies, and a “pics or it didn’t happen” mentality, so their value and necessity has arguably increased many fold.

So when we as public relations, media relations, or marketing professionals rely solely on a software to send us text and its metadata for media coverage, we’re not only missing the context of that coverage, but we’re missing the full impact that our audience experiences. And it’s an impact that ultimately affects both our outlook and measurements of our efforts.

If there’s an article with a photo of a celebrity with your product, that article will likely generate more interest and a higher action rate than a story without a photo. But if you’re getting media monitoring coverage that doesn’t even deliver the photo to you in the first place, you’re deprived of a driving factor in the article’s impact. Data just doesn’t give you the higher picture, especially if it’s only quantitative.

In a time when brand storytelling becomes more visual, media coverage isn’t just about the words, but the images the words convey and the images that accompany words. So how do you evaluate whether or not your work has an impact if you don’t even see the full scope of your coverage?

That’s why BurrellesLuce provides not only the full text of an article in its print and online forms, but its accompanying images in both forms as well. Because if you don’t know something exists, you can’t measure it, and if you don’t even know what you’re missing, you won’t even know your measurement is incomplete.

Heels vs. Flats: The Qualitative Metrics Your Measurement Might Be Missing

Monday, April 14th, 2014

Heels vs. Flats: The Qualitative Metrics Your Measurement Might Be Missing Johna Burke BurrellesLuceHeels vs. flats; of course there’s a difference.

No, this isn’t a misdirected post intended for 5inchandup; this is very much about media analysis and intended for those of you who rely on technology alone to gain insights from your news coverage.

How are shoes relevant? Because if you rely on software alone to tell the story of your media results, you’re potentially sawing off the branch you’re sitting on – the branch needed to demonstrate the value of your media relations efforts to your organization.

You see, I love my Jawbone Up Band and app, which tracks fitness, food, and sleep. It provides me a baseline to understand how active or sedentary I am day to day. On any given day I wear heels or flats – some days both. There’s no way to log this into my app, but I feel the difference in my legs and shoulders depending on the weight of my computer and whether I’m wearing flats or heels. My app consistently tells me the number of steps and distance I’ve traveled, but without the ability to qualitatively alert my device to the external factors (heel height, weight of computer bag, flat or hilly terrain), the app is limited to what true insights I can gain.

The same goes for your media coverage.

All media coverage is NOT created equal. Often times an outlet is a primary sorting field for many organizations, but depending on the goal, a hyper-local outlet could be far more influential based on the measurable objective. Example: An organization has a production plant in Bisbee Arizona. The media relations department has a goal to reduce talent acquisition costs by 10 percent for the fiscal year. This includes recruiting more local talent who do not require relocation services. In this example, it’s easy to understand that The Bisbee Observer, the town’s weekly newspaper, would be far more critical to achieving the goal than, say, The Arizona Republic. Unless your goals are aligned with your efforts, it is nearly impossible to show anything more than activity.

One common misconception in the marketplace is that public relations practitioners have to settle for the metrics provided by their software because they either have no extra time to drill into the results qualitatively, or it’s too expensive. That’s simply not true. In order to better understand if you are making progress toward achieving your goals (and ultimately saving money on efforts that are not supporting the end goal), you can work with a random sample of your coverage to glean real insights.

Granted, if you are reporting on only a sample (i.e. Google Alerts) of data, the challenge becomes more problematic. Without a larger purview  your ”sample” could be very limited and as a result, your insights and ability to project future actions and insights is equally as limited. The ”cost” of not doing deeper analysis could be much more costly to your organization if you continue down a path that is not garnering the results needed to achieve your goals.

While I’m not a digital native, I love my technology. I wear it, carry it and I’m lost without it should a battery need charging. At the end of the day there are other factors that let me know my Up Band is really working, and those results are reflected on the scale, in blood pressure results, and in overall well-being, things which my device alone cannot provide.  There’s no silver bullet to health and without adding insights to the fast metrics available, there’s no silver bullet to bettering your communication efforts as they relate to supporting your organization.

How Do I Monitor Content Behind the Paywall?

Thursday, April 3rd, 2014
flickr user Horia Varlan under CC BY license

flickr user Horia Varlan under CC BY license

With the financial struggles of news organizations and the proliferation of free online content, paywalls are becoming commonplace. But how are you going to see all your coverage once all publications go paywall? As publishers have found new ways of monetizing their content, if you can’t get behind the paywall, it’s trickier to fully monitor your media mentions. As a monitoring service with licensing agreements, we are comprehensive and don’t face the legal woes and challenges of some aggregations services.

The Software & Information Industry Association (SIIA) has even devised a new initiative to ensure companies are properly accessing content, and in case anyone thought the industry wasn’t taking this seriously, they’re even offering anonymous rewards of up to $1 million to those who report illegal use of content.

But how are public relations practitioners supposed to get a comprehensive picture of their media coverage if they can’t see what’s behind the paywall?

Enlist a media monitoring service that has licensing agreements with publishers.

Services like BurrellesLuce that have a turnkey copyright compliance program ensure users see the full picture of their coverage by providing content from behind the paywall that other services can’t access. To name just one example, our agreement with The New York Times means that our users are the only ones seeing all channels of their content. We have long supported publishers by ensuring fair use, via royalty fees, of their content within the public relations community.

Why is it so important that PR pros choose a service with licensing agreements? Because you want service you can count on, both in knowing that the provider can alert you to all content about your organization and that you don’t have unnecessary liability exposure. You also don’t want to leave yourself or your organization vulnerable to legal action for distributing content without proper licenses (review our post about what you need to know about copyright compliance for more on how).

It’s also important to choose a service with licensing agreements because public relations relies heavily on the media to help get out messages, reach an audience, and tell a story. For all of our talk of community, each time we copy and use an article without consideration for the author or fair use, are we being true to our cause, or are we being pirates?

How has your organization dealt with licensing and compliance, and what further steps are being taken to ensure compliance?

Media Relations: Back to the Basics

Tuesday, January 21st, 2014

Media Relations Back to Basics Tressa Robbins BurrellesLuce Fresh IdeasA few weeks ago as the new year approached, I took a stroll down Fresh Ideas memory lane by re-reading some old posts.  As I did so, I ran across one I penned back in February of 2010, titled The More Things Change, the More They Stay the Same.

Word geek sidebar: Jean-Baptiste Alphonse Karr, a French journalist, and novelist in the 1800’s, is credited with the epigram “the more things change, the more they stay the same,” (technically,  “plus ça change, plus c’est la même chose” translated to “the more it changes, the more it’s the same thing”).

Once again, I was struck that not much has changed in the realm of media relations.  Sure, delivery methods have evolved with technology but really not much else.  As a matter of fact, it seems to be the opposite is occurring—we’re going back to the basics.

It used to be that blasting out a bland press release to a ginormous number of media outlets was the thing to do — not because it was a good tactic, but simply because technology made it easy. We got lazy — and so did reporters. It became not uncommon for a newspaper to publish the release verbatim, passing it off as a story.  So you got the “hit,” you scored eyeballs, people saw it. That means your media relations campaign was successful, right? Um, no, not necessarily—not if those eyeballs weren’t the right ones.

Let’s say your client is opening a new pub and grill catering to the young professional crowd. Are you going to target the AARP magazine? Okay, so that was a bit extreme, let’s try another example. Your local veterans organization wants to notify residents of a memorial for a soldier killed in action, so a release is blasted out to every media outlet and community groups in the area—but no one really looked at the list.  If they had, someone would have noticed the Westboro church bulletin was on it. Essentially, you’ve just formally invited a hate group—known for protesting such events. Oops.

We’ve come to realize that just because it’s easy to do something doesn’t mean that’s the way it should be done. We are taking a step back—back to the basics. It’s okay to use the tools available to you (media directory database) but that’s the starting point.

  • Do your research.  Know who you’re pitching to. It’s easier now than ever to quickly look up a journalist’s (or blogger’s) body of work to confirm what they write about.
  • Customize your pitches.  Whether you use mail merge or truly customize each pitch email, there’s no excuse for “Dear Reporter” and other generic communiques.
  • Think broadly. Link your pitches to greater trends, offer up newsworthy angles, tie your pitches into the media agenda, and be sure to seek great visuals. Media professionals are very receptive to thorough on-target pitches.

As this diagram shows, the realistic PR sweet spot tends to be with communications that are more personalized (though not necessarily individually-tailored), and sent to a select few, not just one person, and not massive email list.

Put in the time and focus necessary to make your pitches relevant, timely and of good quality. Or, as Johna Burke would say: “Say ‘No’ to GIGOGarbage In, Garbage Out.”