In the 1960s, advertising agencies were high-dollar creative producers. A client would come to an ad agency and pay millions of dollars for artistic messaging that would convince a consumer to buy a product. How could you measure the success of these advertising campaigns? Maybe you could see success in the sales data. Maybe people were starting to talk about the product. Ultimately, success was defined by how satisfied the client was.
Consider the Venn diagram below. If you like to blog and you are looking to reach a bigger audience with your material, consider podcasting. Not everyone has time to read blog posts, but everyone has time to listen to podcasts. We all have a commute, or we have chores to do, or we exercise. During these activities, people love to listen to podcasts. If you produce a podcast, you can reach the growing audience of people who consume hours of audio content every day.
There are multiple paths to constructing a piece of software from start to finish. An individual programmer can build an entire product from scratch in a couple days. A giant corporation can commission a project and delegate responsibilities to hundreds of people. An open source community can use the wisdom of the crowds to efficiently build an operating system. This post is about another path for building software, and my own experience traveling that path.
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".