As a college student, Mark Zuckerberg likely never imagined that the simple website he set up to send messages to his classmates would have a global impact on our social interactions and, if the speculation about electoral shenanigans is true, political ones as well. He now finds himself swimming in uncharted waters. Such is the chaotic, ever-evolving life of an innovator. Optometry parallels the tech world in that regard.
If you practiced optometry in March 1978, when our first technology issue appeared, your exam room might have seemed as empty as a racquetball court compared to today. Then, optometrists used a few simple tools—most of them operated manually—that required expertise and careful consideration by the doctor. Now, gadgets are so pervasive that many have long since spilled out of the exam room into the pretest area, with use delegated to a tech.
When editors see a word or phrase so overused that it has become a cliché, we instinctively reach for the red pen. We prefer language that’s fresh and original, free from the baggage of prior associations. And, ideally, our writing should be as simple as possible. My colleagues on the Review editorial staff know all too well of my distaste for the word utilize, which has a whiff of pretension to it. To my mind, use is less fussy while saying exactly the same thing.
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".