The direction of travel in media and advertising has undoubtedly been towards video. Now, in video, the direction of travel is towards TV. Thinkbox's Lindsey Clay looks at what’s happening. People ask me, they say “Lindsey, what’s happening with TV these days? Everyone is trying to do TV.”I nod and reply “Yes, yes they are. I’m glad you mentioned it for this is the perfect starting point for a short article on the topic.”It feels like every woman, man, social platform and dog wants some TV action.
I started in this industry at the dusk of the 1980s. My secret work weapon then was a velvet Alice band that I wore atop alarmingly backcombed hair. Together with removable shoulder pads that I thrust into every sleeved item in my wardrobe, I felt invincible. Happily, I have dispensed with those now. But there is one secret work weapon I adopted back then that has stayed with me through the subsequent decades: paranoia. This isn’t paranoia in an unjustified, manic, pathological way.
The internet is no longer a singular space, it is a place that centres around each user. The online world revolves around choice; catch up TV, options to save videos, swiping and ad blockers mean that users have the choice to look at what they want, when they want. When The Guinness Book of Records first emerged, it was a great piece of content marketing for the beer brand, something innovative and different that people could get involved in. However, the online world has changed the game.
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".