Tag Archives: content marketing

10 Ways To Publicize Your Small Business

10 Ways To Publicize Your Small Business

 Whether you run Dow Chemical or the Dairy Queen there is no substitute for positive publicity. Most successful small business owners realized early that marketing was a very important if not the most important part of staying in business. But where to start? Here are a few pointers for getting covered. 10 Ways To Publicize Your Small Business

There are plenty of ways to get newspaper, radio, and television publicity for the small business owner willing to invest in the activity on a consistent basis.
10 Ways To Publicize Your Small Business. There are plenty of ways to get newspaper, radio, and television publicity for the small business owner willing to invest in the activity on a consistent basis.
  1. Do something newsworthy. Media coverage in traditional outlets (not trade journals or business magazines) will not occur without some kind of event, happening, release or introduction. Remember that news worthy events almost always occur in real time and are finite. News is not open ended.
  2. What are some newsworthy small business happenings? A grand opening is the perfect occasion to get news coverage. While cutting a ribbon with a big pair of scissors might seem silly, it is a good photo opportunity and is newsworthy.
  3. Expansions, new products, new menu items, new services, new or expanded contracts are all newsworthy. 10 Ways To Publicize Your Small Business
  4. Sponsorships of local sporting teams, high school athletics, charity fundraisers are also considered newsworthy. Go to your county’s fair and bid on something and win it. Pose for a photo with the young person who raised the calf, chicken, pig or goat. Send the photo to the local newspaper. Boom, publicity.
  5. Monitor the news and see where what you do might fit with a reporter or news outlet. For example, if you repair computers or other high tech equipment, be ready to give advise on preventing a cyber breach at home or at work the next time hackers from Wikileaks release something or a major business or government entity is hacked. It’s only a matter of time before this happens. Own a drug store? Do a release on over the counter flu remedies. Travel agents can write about the best times to fly at the start of summer vacation or how to negotiate TSA during heavy travel times like Thanksgiving, Christmas, July 4, etc.
  6. Business professionals like accountants can do year-end publicity on how to prepare for tax season. Lawyers can schedule interviews when new laws come into effect. Public bathroom access for transgender people is one example of the law where professional advise would have been useful. The same is true for gun laws, licenses to carry concealed weapons and on and on. 10 Ways To Publicize Your Small Business

More Ways To Keep Publicity Going 10 Ways To Publicize Your Small Business

Publicity is not like a tattoo or statue where you do it once and forget about it. Business promotion via local publicity is a process and like all processes has to be attended. So here are a few more tips!

  1. Find out who covers business in your community and get acquainted. Reporters and editors receive dozens if not hundreds of releases and pitch calls every day. Yours is more likely to get read if the reporter/editor knows who you are.
  2. Write press materials regularly and send them out routinely. I used to have a rule that I would send out a release at least once a month. This was at a very large and already well known company. For those who are not already those things, it will take more work and more releases. For the new business clients I work for I recommend at least one per week if possible.
  3. Don’t forget trade journals. Local business and media will often cover the fact that a local person wrote for a trade journal.
  4. Invent your own media. Hosting your own podcast or curating news from your field of interest and posting it on line are just a couple of options for small business owners that were not available even five years ago.

Harold Nicoll, APR is the owner of Media Public Relations and can be found at www.media-public-relations.com.

 

9 Steps To Successfully Market Your Self Published Book

Use these 9 steps to promote your book, sell more copies and land a publisher.
Use these 9 steps to promote your book, sell more copies and land a publisher.

9 Steps To Successfully Market Your Self Published Book. Lots of people write and self-publish their own books. In the age of electronic publishing, nobody even needs paper never mind ink anymore. But the challenges for authors remains the same and that is this; how to get people be aware of and eventually read their books. Of course there are no guarantees but these 9 steps will certainly not hurt.

  1. Build awareness. You need to build recognition for yourself and your book(s). Think of this as your brand. The best place to start is locally. If you can start to garner recognition in your own backyard you have a chance of garnering some more nationally. Join a local book club and offer to share readings from your work. The same approach can be used with libraries by offering to give a talk about the book. You will not get paid but you can start to build a following.
  2.  Write a blog. Writers need to write and this is a way to share your insights with an audience. Blogging platforms are easy to come by and not expensive. The one you are reading is a good example.
  3.  If you do not have a twitter account and Facebook page devoted to your writing then start both. The key to success with social media and blogs is to contribute to them regularly.
  4. Make friends with local booksellers. I know the book store is becoming a thing of the past but given where you live there are bound to be some.Once they know you, see if you can do signings, or bring the talk you gave the library and the book club and give it again at the book store.
  5. Find a charity (like a local animal shelter) and arrange a book sale with 100% of the proceeds donated to the charity. It’s another way to start building that recognition as not just a good writer but a socially responsible one too.
  6. Contact the local schools and see if you can base a writing workshop for teachers with the book as the center piece. Schools are strapped for resources and the fresh insight a published author can deliver will be worthwhile and appreciated.
  7. Submit your work to publishers. I do not have to tell you that self-published writers have the most difficult time getting any traction. But to be taken seriously you will have to eventually get published. Yes, you will be turned down a bunch of times. But you only need one ‘yes’.
  8. For signings, workshops, charity events etc. write and send press releases to the local media. Be sure to include a photo of yourself and the book cover along with how to contact you for comment.
  9. Take the publicity you gain from number 8 and post it to your web site. Publicity from a third party will boost your credibility in the eyes of potential customers and publishers.

For anyone who acts on all nine of these or even a few, let me hear from you and how you did.

Cruz Iowa Rhetoric Trumped In New York

Donald Trump has certainly said and done some really cringe-worthy things during the 2016 Republican primary season. From his feud with Meagan Kelly to tweets about Heidi Cruz, Trump is often his own worst enemy. Lacking any inner filter, he should hire someone to act as one.

But nothing can compare to the blunder of Ted Cuz and his “New York Values” remarks made before the Iowa caucus. Cruz later explained that this phrase was used to sum up all that was wrong with the liberal establishment and attendant media located in New York City. It’s probably no coincidence that his chief rival for the republican nomination is from the same city and he was taking a swipe at Trump at the same time.

New York's message to Ted Cruz over his New York values remarks were not terribly subtle.
New York’s message to Ted Cruz over his New York values remarks were not terribly subtle.

Cracks like this will play well in Iowa and even in Texas.This probably seemed really clever at the time and Cruz did win the Iowa caucus and the Texas primary. Unfortunately for Senator Cruz they are not as well received in places like say, New York and now January’s winning phrase is an albatross in April.

Ted Cruz is a smart man which makes calculus like this hard to understand. It does not take the gift of prophecy to know that New Yorkers would not respond favorably to a negative characterization like this. Even Donald Trump called Senator Cruz on this remark during one of the republican debates.

I cannot pretend to know what the Cruz strategy was in Iowa and what may have led to his ‘New York Values’ remarks. Unlike Trump, Cruz has a staff and an organization of party apparatchiks who should know that knocking an entire state, which happens to be among the most populace in the union, could come back to haunt him. Maybe Cruz thought that unless he won in Iowa, he was finished and that the gamble was worth the risk? Maybe he thought he would lose in New York anyway regardless? But I doubt he foresaw the beat down now delivered hourly from the same New York media and Donald Trump. Even Geraldo Rivera of Fox News has characterized Cruz’ remarks as code for anti-semitism. Fox News!

Cruz' New York Values remarks opened him up to a lot of criticism from New Yorkers.
Cruz’ New York Values remarks opened him up to a lot of criticism from New Yorkers.

It is too early at this writing to know whether Trumps many rhetorical goofs will cost him the nomination. He is ahead in delegate count at the moment and seems certain to win the New York primary. But Ted Cruz will certainly lose in New York and will be pressed to prevail in other, non-southern, non-bible belt states. He will also be asked to explain his loss in New York. If he were brave, he would say that his unfortunate mischaracterization of New Yorkers was what did him in. But his ego will not allow that and he will more likely double-down on the statement. Some people are not capable of admitting a mistake. For Cruz, being right is more important than getting votes.

So what is the lesson for communicators? Easy. Never badmouth potential customers, especially if they number by the millions and work at large media conglomerates. It does not seem that challenging of an idea.

 

Texas Needs A Law Against Texting While Driving

I’ve lived in two other states and this our second time to be in Texas. My wife and I were born here and my great great grandfather was a Texas Ranger. I’m no newcomer or Yankee. That we allow texting while driving is beyond me. Last May the Texas legislature failed to pass a law against this and Texas is one of just six states in the U.S. to not have at least a statewide ban on texting behind the wheel. (Texas bans younger drivers from any cellphone use while driving, along with barring all drivers from texting or hand-held cellphone use in school zones.)

Why does Texas need a law against texting while driving? Easy. We have a lot of people who own cars in the state who simply lack the good sense not to text while driving. That’s why.Ban Texting.jpg

Anyone who believes their personal freedom is at stake over such a law cannot be taken seriously and are the reason the rest of us need to be protected. Don’t wear a seatbelt? No problem, I don’t care. You’ll grab serious air flying through the windshield and will not harm anyone other than yourself. Not going to wear a helmet while on a motorcycle? Hey we need organ donors now more than ever. But when you text while driving you put others at risk. Kill yourself through ignorance and arrogance if you like, but leave the rest of us to die quietly of natural causes.

A Client On American Idol?

A client on American Idol? After spending my career in mostly business to business public relations, marketing communications and more recently content marketing for the chemical manufacturing industry, I now have a client who is a very talented singer and songwriter. But that is not the point of the story. The point is to introduce an  extremely bright, talented young person who at the age of 16 was organizing national publicity for a new song. Not a cover of a song by someone else but an original tune. A new song she had not just performed but had helped write. Her name is Mary Desmond. You can read more about her in the release below. The surprise (and frankly source of pride) for me was how I came to know her and what I learned from her.

Mary Desmond with her “golden ticket” to Hollywood Week as part of the farewell season of American Idol.
Mary Desmond with her “golden ticket” to Hollywood Week as part of the farewell season of American Idol.

Last summer I had just started getting serious about consulting on a full-time basis and it was slow going. Anyone who transitions from employee to entrepreneur will tell you that this is not an easy change. To get the ball rolling, I had done several things to introduce the business including press announcements and even some advertising on Google. One afternoon my phone rang. A nice young lady on the other end asked if did press releases? Yes, I do! She described a new song she had co-written with another songwriter and that they were looking for publicity. The release was for their song ‘Lily’ which has a touching story behind it, but we’ll save that for another time.

I wrote the release, put together a media list and went to work. The news was reasonably well received by the entertainment media, and her You Tube hits on the song jumped from a few hundred to over 10,000 in just a couple of days. Noteworthy results  for an original song by accomplished artists, though neither was a household name.

A few days later I spoke to Mary again about her schedule and the possibilities for her to make time for some interviews. She replied, “I have school during that time.” School, of course. I wondered aloud where she went to school, thinking it was probably UCLA, USC or Cal Berkely. “I go to Mission Viejo High in Orange County,” Mary said.

During this time, Mary had paid her bill on time and was easy to work with and understood the value of publicity. That she was a wise beyond her years as a 16-year-old was what was interesting. I do not know what anyone else was doing when they were 16, but organizing public relations campaigns for my career was not on my list. So what can the rest of us learn from this story? The value of focus and determination.

Mary has a single vision and goals for her career. She works hard on achieving those goals every day. While she experiences occasional rejection, she shakes it off and keeps going. Of course, she is talented and has a great family and those things count. But what counts more, in my opinion at least, is just the sheer grit, sticktoitiveness and optimism a girl in southern California has for her future. That is remarkable.

Since then we have had the chance to work on several things together, including work to help benefit the California March of Dimes. Along the way her father asked me to help promote the non-profit “High Hopes Head Injury Program” where he and Mary’s mother both work. They too achieve great results and inspire me as well.

Regardless of how things turn out for Mary on American Idol, my opinion is that young Miss Desmond will be extremely successful. I appreciate the example she sets and hope others will as well. And yes,  a guy who spent most of his adult life doing public relations work for a really big chemical company, now has a client on American Idol. Isn’t that cool!

Video For In Store Marketing Intelligence

In store video can provide a lot of intelligence.
In store video can provide a lot of intelligence.

Today’s retailers operate in global economy that affords little room for error.  Retailers must combat harsh challenges that include consolidation within the industry, price competition, and increasingly low profit margins.  As such, it is mission-critical for forward-thinking retail organizations to adopt technologies that help capture and analyze store activity patterns to increase conversion rates, improve operational efficiency and maximize customer satisfaction and loyalty.

Traditionally, retailers gained insight on customer shopping behaviors through loyalty cards and overall trends in POS transactions even tracking inventory. Although this information did provide insight about limited shopper demographics (cards) and buying habits, it did not provide much insight into the customer’s in-store behavior.

Understanding where customers spend most of their time in the store, what time of day they shop, how long they wait in lines and where they dwell (aisles within the store, promotion displays, service counters, etc.) can increase a retailer’s success.  Leveraging a video business intelligence solution helps retailers dramatically reduce their reliance on softer types of data, replacing it with real-world information. Using this data appropriately will help increase sales, improve the customer experience, and add to the benefits of shopping with you; people find what they want there.

Store Performance Management

Leveraging a business intelligence platform can help retailers make informed decisions with accurate people counts. In combination with POS data, in-store department managers, store managers, regional managers, and corporate management can use reliable metrics to benchmark store performance and identify trends early enough to capitalize on them. Retail organizations can also use shopper conversion rates to help compensate and incentivize their sales staff, hence cultivating a customer-centric culture.

Optimize Workforce

Without sufficient staff, retailers face dissatisfied customers and lost sales. At the same time, overstaffing increases operational costs. By capturing the full range of shopper traffic monitoring and customer behavior patterns, retailers can make better operational decisions for sales, marketing, staffing and scheduling. These robust applications can include analytics that analyze traffic flows and shopper movement, measure and predict queue lengths and wait times, monitor zone activity, and provide real-time reporting to ultimately help optimize workforce.

Improve Marketing and Merchandising Effectiveness

Retailers can use video business intelligence to measure the success rate of marketing and advertising promotions. You can use these insights to improve store layout, product placement and promotional displays with actual customer behavior; put the merchandise where the customers are and improve the bottom-line.

Designing Optimal Store Layouts

With a comprehensive data set around shopper traffic, directional analysis, in-store movement patterns, hot spots and dwell times, retailers are able to improve store layout and overall design. If a certain department is rarely visited, the retailers can modify the store layout in order to help drive shoppers to the area where they would not have otherwise visited. Retailers can also alter in-store orientation systems in order to make it easier for shoppers to find the department or the products they are looking for.

For piloting new promotions, store designs or additional product categories, retailers are utilizing video business intelligence data. By reviewing people count, in-store traffic patterns and dwell times around specific areas and products, retailers can take this knowledge and modify their promotion, design or product placement accordingly.

 

Media and Public Relations Introduces New Press Release Writing Service

Media and Public Relations (mediandpublicrelations.com) is introducing a new press release writing service for North America. The service will help those who know they could benefit from a news release but do not have the skills or the time to produce one. images-1

The press release is the best way to communicate news about any type of enterprise to editors, reporters and bloggers who cover an industry, practice, non-profit or charity. Unlike ads, direct mail or blogs, the press release is formatted and written in a no-nonsense way that helps journalists inform their audience about news that will be meaningful to their readers and listeners.

Business writing in general and journalistically styled releases in particular are difficult to produce and then get published. Not everything is newsworthy. Reporters hate it when businesses send them what amounts to commercials in the guise of a news release.

If any information is not right for a release to the news media, the public relations veterans at Media and Public Relations will edit information into a newsworthy format. For those  starting with only a blank sheet of paper and nothing written, no problem. The people at Media and Public Relations can do an  interview over the phone to draft, review and edit a news release in the format and with the content needed. “I’ve got a soft spot for start ups and entrepreneurs,” said owner Harold Nicoll. “I especially like those who have some very cool product or technology or skill that will make lives better, cheaper, faster, and at the same time reward them for their know-how. So many of these folks know a lot about their respective field but nothing about how to market and sell their wares. I can help.”

Release Basics To Get Me Started

[contact-form-7 404 "Not Found"]

Or Contact Me Directly

My e-mail is haroldnicoll@gmail.com and my phone number is 979 292 8026. Or, fill out the form and I will go to work for you. Payment is via Pay Pal. But first things first, fill out the form or call or e-mail me and I will get back to you within a single work day or sooner.

About Media And Public Relations
Harold Nicoll, APR is the owner of Media and Public Relations. He a veteran public relations, marketing communications, content marketing and public affairs expert. He started his career at Hill & Knowlton Public Relations followed by 23 years at The Dow Chemical Company. He is “Accredited to Practice Public Relations” by The Public Relations Society of America. He has a Master of Strategic Public Relations Degree from The George Washington University and a Bachelor of Arts Degree in Political Science from The University of Houston.

9 Surprise PR Tactics That Will Make You Irresistible to Reporters

9 Surprise PR Tactics.

This article “9 Surprise PR Tactics That Will Make You Irresistible to Reporters” was published by PRNews and written by Steve Goldstein on April 16, 2015.  Enjoy!

Attend any panel discussion featuring PR pros and journalists, and within five minutes of its commencement you’ll hear one of the journalists say, “I delete email pitches in batches of 20 with hardly a glance at the subject lines.”

Then comes the inevitable follow-up question from the audience: “So what would it take for you to open my email?”

And the answer: “Know my beat, read my articles, give me real news I can use.”

Silently, the PR pros in attendance grumble in unison: “But if you’re deleting everything without looking, then what difference would that make?”

Tania Luna, co-author with LeeAnn Renninger of the new book Surprise: Embrace the Unpredictable and Engineer the Unexpected, would encourage those silent grumblers to think beyond the

Follow these directions to be a more sought for interviewee.
Follow these directions to be a more sought for interviewee.

journalist/PR pro dynamic and harness the elemental power of surprise to cut through the noise and make a connection.

“One of the most challenging and rewarding aspects of working in PR is building relationships with reporters,” says Luna, who will be the keynote presenter on day two of PR News’ Digital PR Conference, which will be held June 1-3 in Miami. “Luckily, things get a lot easier when you have the science of surprise on your side. When you pleasantly surprise people they think of you more often and are more interested in what you have to say.”

Here are nine tips for bonding with reporters from co-authors Luna and Renninger:

1. Jump over the expectation bar: Our brains are delighted when someone exceeds our expectations, disappointed when someone falls below the bar and unmoved when someone meets our expectations. Take the time to learn what each of your contacts expects (what topics do they prefer? what style? what format?) and find ways to exceed expectations at every point of contact (e.g., offer all necessary links before they have to ask; use bullet points so your pitch is easy to digest).

2. Under-promise, over-deliver: Here is a shortcut to exceeding expectations from author Tom Peters. Set expectations just an inch lower than you plan to deliver, then over-deliver every once in a while (e.g., promise you’ll respond in 48 hours, then reply in just two). Pleasant surprises release dopamine in the brain, a neurochemical associated with excitement and interest.

3. Do a scriptease: So many of our interactions feel scripted and formal. Leave your script aside and connect with reporters the way you would with friends (respectful but playful and authentic). Authenticity builds trust but also triggers people’s interest.

4. Give just because: Be helpful or encouraging for no particular reason (even when you aren’t trying to place a story). Research shows that we think about random acts of kindness longer than we contemplate explained kind behavior (and random kindness makes us happier).

5. Bury a cookie: Find ways to tuck small delights into your interactions. Can you sneak a joke into your conversation? A genuine compliment? A funny GIF into your email? In a study, researchers found that even a handwritten Post-it Note can be personal and unexpected enough to double response rates to a survey.

6. Build knowledge gaps: Spark curiosity by pitching your stories in a way that shows readers you know something they don’t. Our fascination with mystery is the reason listicles work so well. (Just compare these two titles and see which one your brain likes more: “These 8 Subject Line Tweaks Will Get Everyone to Open Your Emails” vs. “How to Get People to Open Your Emails.”)

7. Tell stories: Most of us are familiar with the power of story, but it helps to know why stories work as well as they do to remind us that we have to weave stories into our pitches. Because stories have mystery at their core (we want to know what will happen next), they trigger the P3 brain wave—this cognitive shift grabs our cognitive resources and forces us to pay attention.

8. Design experiences: Devise opportunities for your contacts to have an emotional, multi-sensory experience with your company or story (hint: the more senses you engage, the more memorable the experience will be).

9. Harness fortune cookie psychology: A handwritten thank-you note will trigger a burst of dopamine in the recipient, but the same card with the same message sent several times will soon fall flat. Take a tip from the fortune cookie and switch up how, when and why you reach out to say thank-you or offer a tip. In short: Exceed expectations, be genuine, be mysterious and delight often.

Tania Luna will be the keynote presenter on June 2 at PR News’ Digital PR Conference in Miami.

Follow Tania Luna: @Surprisology

Follow Steve Goldstein: @SGoldsteinAI

http://www.prnewsonline.com/water-cooler/2015/04/16/9-surprise-pr-tactics-that-will-make-you-irresistible-to-reporters/#.VUaRHwxPfkc.google_plusone_share

The Differences Between Public Relations and Advertising

The tradeoffs for advertising and public relations are many and tilt toward p.r. But if you can afford to advertise, then do so.
The tradeoffs for advertising and public relations are many and tilt toward p.r. But if you can afford to advertise, then do so.

For business owners who are just starting out, knowing the difference between advertising and public relations is important. Advertising is paid for, public relations is earned.

When you are able to convince a reporter to write a story about your company, cause or candidacy it is positive public relations. It is written or broadcast as a news story or feature. Those who see it will know that it is not a paid advertisement. Stories that appear in the media as editorial or news items like this are granted more credibility and are better remembered than ads because they were written and validated by a 3rd party who has no financial stake in the company or cause covered.

Depending on who you ask, articles that are presented as news are 5 – 100 times more valuable than an ad with the same information. In fact, a recent study from by Nielsen commissioned by inPowered on the role of content in the consumer decision-making process concluded that PR is almost “90% more effective than advertising”. According to the study, “on average, expert content lifted familiarity 88 percent more than branded content…” but I think that’s low.  Your ad is unlikely to attract positive attention like invitations to speak at conferences. With advertising, you tell people how great you are.  With publicity, others tell how great you are.  The later is more effective and persuasive.

Advertising Is Beneficial

An advertisement is purchased and people who see, read, or hear them know that advertiser paid for the time/space allowed. Paid media is a great way to promote a business and though my background is in public relations, I often use and recommend advertising. But realize that everyone who experiences your ad will acknowledge that you paid for it, compared to the public relations placement that was earned. With advertising you can pay for the right to tell your story the way you want it told. And you can tell it as often as you want to or can afford. It’s not for nothing that you sing the Armor Hot Dog song, or started doing a Mathew Mcconaughey impersonation of him while driving a Lincoln (mine is spot-on, but I have the advantage of being from Texas, ‘time is a flat circle…”).

Advertising also allows control, where public relations cedes control to the reporter or editor who publishes/broadcasts the story. When I was working for a large chemical manufacturing company whose name rhymes with “cow”, those interviewed by the trade press would ask or in some cases demand that their words be reported exactly as they were uttered. I recommended they buy an ad if they wanted that level of control. For the demanders I found someone else to do the interview when the next opportunity came to us. And for those who have trouble relinquishing control, pursue advertising. When you rely on a reporter to tell your story you are at their mercy. But the trade off of control for other benefits is such that it is a really good bargain. Here is why.

Endorsements

Next to word of mouth endorsements by your friends and neighbors, articles and news stories have a lot more sway than an ad. The fact that a public relations person wrote most of the article, sent the photo, told the interviewee what to say and what not to say are facts below the radar. The public is not aware of any of those details. All they see is an editorial about how good the product, service, candidate or cause is. They never see anything or have knowledge about how the story got there, unless they are reading this. Another difference is the cost.

Expensive vs. Not Expensive

Public relations is far less expensive than advertising. When you see the reports of how expensive a minute of advertising is on the Super Bowl, that is only part of the story. The costs to employ writers, editors, actors, stunt people, costumes, make up, lights, sound, video cameras, editing, etc. are all contributors to the to the costs of advertising. Public relations will employ a client representative who more often than not does all the writing him/herself. Sometimes there is a photographer or videographer and that’s pretty much it. In the case of value for the dollar, public relations deliver far more than the cost.

 

Comparison of ads vs. p.r.

 

Ads                                                                  P.R.

Paid for                                                           Earned

Control of content and frequency                  No control or guarantee of coverage

Less credible                                                   Very credible

Expensive                                                        Not free, but not that costly

Good for exposure                                          Good for memorability

Shameless sales appeal                                   Conveys importance

 

Here is my final word on this for now; if you can afford to advertise you should. But if you are advertising do not neglect the public relations possibilities for your enterprise as they are many. Do both. If you can only afford one or the other choose public relations. It will deliver far greater value and better outcomes for you.

Nine Ways Media Monitoring Gets Better

Nine Ways Media Monitoring Gets Better.

Be aware of the ways to track mentions of you and your organization on line. It matters.
Be aware of the ways to track mentions of you and your organization on line. It matters.

There’s this joke that says what other people say about you is none of your business. It’s not terribly funny nor is it true by any stretch. You are a brand. That’s right, you. Whether you are an employee, business owner, wannabe business owner, or fledgling blogger, your reputation on-line will help to make or break your brand. Worse, employers are monitoring what you say or said on line. I am not aware of anyone ever being rewarded for a positive post about an employer. They are not watching to catch you doing something nice.

Similarly, most customers who post reviews on line are not inspired to do so because of overwhelmingly wonderful treatment or service. Our species is wired to focus on the negatives, the failures, goofs and stumbles that should not characterize any of us but will unless we pay attention. If you want the web to paint an accurate portrait of who you really are, it is important that you be aware of what’s out there.

Articles written by or about you, blog posts, social media or on line reviews all combine together and spill out onto the screen as a reputation. Your reputation! And since you cannot control much of what gets said about you online it’s a good idea to monitor and respond to things that are said about you, your products and/or services.

  1. Brand Yourself. I like Brand Yourself (http://brandyourself.com/) and I use it myself. They give me the option of doing things with the tool myself or paying for expertise when needed. It’s easy to use and if nothing else shows what’s out there whether good or bad.
  2. Google Alerts. Enter your name, your company name into Google Alerts (https://www.google.com/alerts) and it will sort, sift, collate and send you what you want and need to know. Just put the name of the company and any other key words and receive e-mail alerts. The best part is that there is no charge for this.
  3. Social Mention. A very cool way to see what’s on line and in social media. Social Mention (http://www.socialmention.com) is a social media search and analysis platform that aggregates user-generated content from across the universe into a single stream of information. It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web’s social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.
  4. Hootesuite (https://hootsuite.com) offers business a way to track mentions on social media in places like Face Book, Twitter, Google Plus, Linked In and others. To leverage all of the tools on here there is a fee, but it is very reasonable.
  5. A more expensive tool, but Trackur (http://www.trackur.com) offers a lot more in terms of value and capability. In addition to monitoring mentions, it has a social analytics dashboard that provides knowing about trends and sentiments as expressed on line.
  6. As the name implies, Reputology (https://www.reputology.com) the study of your reputation. This tool is directed at customer reviews. It monitors and manages online reviews by providing alerts, dashboards, and analytics. In addition, the tool includes a summary report to help you make decisions based on consumer feedback. It integrates with Hootsuite and other social media management tools. It is not free, but certainly valuable.
  7. Do you own a franchise business or work in marketing or management for one? Consider Chatmeter (http://www.chatmeter.com). It provides reviews, social media, listing accuracy and search rankings for multiple stores. Pricing varies for and gets steep for chains with over 20 outlets.
  8. Review Concierge. Are you a medical doctor or do you run a medical practice? With Review Concierge (https://reviewconcierge.com), you can monitor 75 web sites where patients can read reviews by other patients. Doctors go to school a lot, so Review Concierge gives a weekly report card. I think the people who work in a doctors office are the ones who will create the most trouble for a physician. This is a good tool for you, doctor.
  9. Want to know every time someone says something about you? Sure there’s a fee, but Socialdraft (http://socialdraft.com) sends real-time notifications when a business is mentioned on the web or in social media. Monitoring the general social media sites, it also scans niche sites that specialize in restaurants, travel, medical, legal, and real estate industries.

Do you need more to do? Probably not, but this is important. What other people say about you is your business.