Curating a group of individuals to promote a project is grassroots marketing, perhaps the most effective and efficient marketing tool there is. This is especially true when it comes to niche subjects with small and motivated audiences, making cryptocurrency a natural fit for such efforts the same way it’s a fit for politics and fashion. There’s just one key difference: cryptocurrencies and ICO projects involve true financial risk. This means, of course, lots of laws and regulatory bodies.
For Tiny Cables, the problem is clear: we don’t know who our primary customer is or how they use our product. As we dug in last week, we realized our analytics tell a story much different than we expected. Rather than Android-loving developer types, we have been selling to a lot of iPhone users. There are a lot of ways to go about identifying the primary customer. We decided to go for the low-hanging fruit: we sent out a tweet and an e-mail to everybody on our list.
It’s been a little while since we posted from Tiny Cables. Almost six months. For those who need a refresher: Tiny Cables is a project launched earlier this year by two software entrepreneurs who were curious about what it takes to launch a physical product. We blogged the process — from concept and sourcing to testing and UPC codes — on this very Medium publication. We went from concept in February to shipping units in June.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".