Renowned author and brand guru Martin Lindstrom engaged the audience at AdAsia2017 with a detailed presentation on why Small Data matters in the age of Big Data. “The most accurate forecasters depend on both logic (big data) and intuition (small data),” he said. Companies have tons of data but no information, said Lindstrom. Citing the example of Lego, he mentioned that the return of the small Lego bricks resulted in a 31 per cent profit increase.
It’s old world advice from an agency veteran. Always write an e-mail like it’s going to get into the wrong hands. He’s of course speaking from an embarrassing experience from his past. That e-mail anecdote could apply to social media posts as well. On Diwali weekend, Ogilvy’s Chandana Agarwal had to face a lot of criticism for her opinion on sexual harassment in ad agencies. Of course, her Facebook post was not a public rant, but meant for a closed group of her friends.
For those who have not followed the controversy, a quick introduction. At the IIFA Awards, held recently in New York, Karan Johar, Saif Ali Khan and Varun Dhawan ganged up against actor Kangana Ranaut to make several jibes against her. Ranaut’s crime was to have taken on the mighty Johar as the “flagbearer of nepotism”, when she was a guest on his show, Koffee with Karan, many moons ago.
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".