Go on-line and search and you will see many articles about search engine optimisation (SEO) and how websites can be tuned for the algorithms in Google. There is a whole industry built around SEO, and it continues to dominate headlines, not least every time Google tweaks its software. We all understand that most people start their buyer / customer journey on Google, Amazon or (certainly in my household now) Amazon Echo.
As an industry, we love to focus on “best practices”. We examine the strategies and tactics of the most successful advisors and ask how we can replicate those in our own businesses. It’s fair to say that our collective goal isn’t just to keep pace, but to stay ahead of the curve. And if that’s the case, don’t we need to focus squarely on the trends that will shape our future?
As business owners, there are two types of risk we face. The first is the risk that the business will fail. But let’s face it, if you’ve reached any level of success in this industry, this is highly unlikely. The second is the risk that the business won’t reach its potential, that you’ll leave something on the table. Jim Collins hinted at this risk when, in his outstanding book Good to Great, he wrote that “good is the enemy of great.”But I think the risk runs deeper and is more insidious.
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".