The power of digital is impossible to dispute. Facebook, Twitter, YouTube, and Instagram have become natural extensions of human relationships. We rely on social to share resources that make our lives better, communicate in times of crisis, share resources, and engage in public discourse. Our social media identities are extensions of our own identities. Despite the importance of social in our everyday lives, marketing teams often find themselves understaffed.
Search engines are powerful tools for bringing people to your business. The challenge that many entrepreneurs face, however, is that theyâ€™re not well-versed in how to communicate with the robots that control the algorithm behind Google and Bing. Your business might be the absolute best at what it does. But you need to follow a set of concrete steps to share your story and reach your target audiences as a result.
Product marketing is a tough job for the sole reason that you essentially need to create your own role. The job specs tend to be open-ended: “develop marketing collateral that reflects the vision of our company…”What in the world does that mean in practice? It means that you have one of the most exciting jobs of all time. You are the glue of your marketing team. You are responsible for connecting the dots between sales, marketing, engineering, product, and growth. Where should you focus first?
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".