Challenging the Great Man theory of entrepreneurship can be an uphill task. For every article in praise of Steve Wozniak's role as Apple's co-founder, you'll find hundreds crediting Steve Jobs as if he single-handedly invented laptops, cellphones, and digitized music. Part of this is because of the lone-genius myth, which Joshua Wolf Shenk recently described in the Atlantic.
Companies need to move away from the art of storytelling (a term that is all the rage these days) and into the art of storymaking. This means gathering tales from customers about how your brand has become a part of their true-life experiences, according to David Berkowitz, CMO with Manhattan branding consultancy MRY. He shared these ideas at HubSpot's INBOUND conference in Boston last week, elaborating on a column he penned in AdAge called "The Beginning of the End of Storytelling."
There was an abundance of networking and small talk at HubSpot's massive INBOUND conference (there were more than 10,000 attendees) in Boston earlier this week. You can bet the question "What do you do?" arose hundreds, if not thousands of times. But how many times did this particular question--or a snap judgment of the answer--annoy someone? That feeling is probably why a packed room came to hear branding and marketing expert C.C.
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".