How do you know if your digital marketing and PR initiatives are working? In this joint session with MPRC, we are going to go deep into measuring your PR and digital marketing efforts. With tight budgets and a growing set of tools to use, we are facing tough decisions on where to put our resources. By figuring out what matters and how you are going to measure your results you are going to be able to make better decisions about marketing your business.
Happy New Year and welcome to 2018â€™s first issue ofÂ The Measurement Advisor. In a moment weâ€™ll get to my predictionsâ€”always one of our most popular articlesâ€”and the other great coverage in this issue. But first…Letâ€™s adopt a bad-news-first perspective and look at a few things that would sure be nice, but are definitely not going to happen this time around the sun:There are a lot more very promising things that will happenâ€”especially in measurement.
The reality of PR in 2018 is that there is no longer such a thing as non-breaking news. The 24-hour news alert environment that we currently occupy is exploited by news outlets and social media to keep us glued to our screens. News outlets — and consumers — have the attention spans of two-year-olds, jumping from one “breaking” news event to another. All breaking news seems to be unprecedented and existentially vital, if not dooming.
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".