Nowadays we think controversy is a bad thing, to be avoided at all costs – but controversy means people will notice our work, controversy means it will get talked about, controversy is free media – says Dave TrottGeneral William Westmoreland was the commander of the United States Army in Vietnam. He publicly congratulated one company on “an outstanding job” and “dealing the enemy a heavy blow”.
There is only one essential job for marketing – to acquire customers. Everything else marketing does is a footnote. This is why the current obsession with social media is largely misguided. People are far more likely to use social media to follow a brand they currently use than a brand they don’t. It is very reasonable to assume that the vast majority of people following your brand on social media are already customers.
There are certain moments in your career you remember. The closing date for submissions to our inaugural Mumbrella360 Asia conference is for me one such moment. For months, I had worried about that very day. Would we have enough submissions to build a conference around? Would the quality be there? Would there be a good mix of ideas right across the spectrum of media and marketing issues we cover on the website, and beyond? Would people get, and buy into, the industry-owned concept?
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 Obama AND Romney or Obama + Romney.
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, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
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".