My daughters had epic tantrums when they were young. One day, after being sent into time out, my youngest emerged from her room, clutching a photograph of the two of us together. She pointed at my image, tears streaming down her face, and told me "I'm remembering when you used to be nice." My first inclination was to try to reason with the story she was telling. I was still nice! Limits were about loving and protecting her! Let's just say that approach didn't resonate.
How can people or companies reinvent their brands? What does it take to remake who we are and how we're perceived? I've been thinking about these questions since having lunch a couple of weeks ago with Dorie Clark, a stellar marketing strategist. Clark graduated Phi Beta Kappa from Smith College at age 18 and hasn't slowed down since. In addition to consulting and teaching, she writes for Forbes and Harvard Business Review and has a new book on personal branding called Reinventing You.
Once upon a time on a Reddit thread, someone posed the question, if a person from 50 years ago stepped into a time machine and arrived at the present moment, what would be the hardest thing to explain? Answers ranged from medical marvels to space travel. My favorite response – somewhat embellished – was, “We hold the entirety of human knowledge on a single, small device in our hands and can instantly communicate with anyone in the world.
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".