3. WHAT SHOULD YOU MONITOR? Your Personal Name: Monitor any media (and social media) mentions of your own name. Your Company Name: also monitor any likely misspellings or legacy company names. Your Products
4. WHAT SHOULD YOU MONITOR? Your CEO and Media Spokesperson (and other execs): monitor all possible iterations of his name, so you can be the first to know–or at least know before the WSJ finds out. Your Marketing Message & Intellectual Property:“So easy even a caveman can do it?” “Just do it!” What if those campaign slogans were accompanied by “sucks” or “I’ll never buy from them again?” Your Competition: If Shell & Exxon are not actively listening to the complaints about how BP is handling the Gulf oil spill, they are crazy. Both could use BP’s crisis to explain how they’re “cleaner” “better” or “safer.”
5. WHAT SHOULD YOU MONITOR? Your Industry: If you keep a watchful eye on industry trends, you can spot opportunities and potential disasters. Your Known Weaknesses:If Toyota had been honest with itself about its sticking gas pedals, it could have prepared a crisis communication plan and conducted a recall in a manner that wouldn’t have tarnished its reputation (as much). Your Business Partners: For you, maybe the CEO of a company you did that “co-branded” campaign with, was just snapped leaving a brothel–how would that reflect on your own reputation. 11. Your Clients’ News Monitor the news for your clients and then send them a note to congratulate them on their accomplishments–or maybe “watch their back” if you see trouble brewing. 12. Your Intellectual Property If you invested the time–and expense–to register a trademark or copyright your work, shouldn’t you make sure it’s not being infringed upon?
6. WHAT SHOULD YOU MONITOR? Your Business Partners:For you, maybe the CEO of a company you did that “co-branded” campaign with, was just snapped leaving a brothel–how would that reflect on your own reputation. Your Clients’ News: Monitor the news for your clients and then send them a note to congratulate them on their accomplishments–or maybe “watch their back” if you see trouble brewing.
8. HOW TO SEARCH LIKE AN EXPERT Explicit Phrase:Simply enclose the search phrase within double quotes. Eg: “Steamboat Springs Restaurant” Exclude Words:Simply use the "-" minus sign in frontof the word you want to exclude.Eg: Hilton Head –paris.Eg: Steamboat –willie -recipe
9. HOW TO SEARCH LIKE AN EXPERT Site Specific Search:Simply use "site:somesite.com" Eg: “torian plum" site:www.resortqueststeamboat.com
10. HOW TO SEARCH LIKE AN EXPERT Similar Words and Synonyms:Let’s say you are want to include a word in your search, but want to include resultsthat contain similar words or synonyms.To do this, use the "~" in front of the word. Eg: "internet marketing" ~professional
11. HOW TO SEARCH LIKE AN EXPERT Specific Document Types:If you’re looking to find results that are of a specific type, you can use "filetype:". Eg, you might want to find only PowerPoint presentations Eg: "internet marketing" filetype:ppt
12. HOW TO SEARCH LIKE AN EXPERT This OR That:By default, when you do a search, Google will include all the terms specified in the search. If you are looking for any one of one or more terms to match, then you can use the OR operator. (Note: OR has to be capitalized). Example: steamboat restaurant OR diningEg: Steamboat Ski Area OR Resort
13. HOW TO SEARCH LIKE AN EXPERT This OR That:By default, when you do a search, Google will include all the terms specified in the search. If you are looking for any one of one or more terms to match, then you can use the OR operator. (Note: OR has to be capitalized). Example: steamboat restaurant OR diningEg: Steamboat Ski Area OR Resort
15. Check Twitter for chatter about your company Use tools like TweetDeck, HootSuiteor Twitter Search to monitor Conversations about your company in real-time.
20. Twitter Chatter Types of Streams (Columns) You Can Have: Twitter Lists eg. I have a stream of all Steamboat Tweeps GeoCodeeg. A Stream of all people tweeting in the Steamboat area Search Terms (up to 3 terms in each)eg. A Stream of “Steamboat Springs” “ResortQuest” “Torian Plum” Pending & Sent Tweets eg. Handy when you have multiple followers Mentions & Direct Messages eg. Don’t forget to engagein conversation!
21. 2) Scan Google Alerts: Check your Google Alerts for your company name, products, executives or brand terms.
22. 2) Google Alerts Google Alerts are emails or notices in your RSS reader that alert you to a new page, article, blog etc. about a specific search term.
23. 2) Google Alerts TIPS I recommend having these go to a Google Reader rather than email so that they don’t continually distract you. If you send them to email, send them to a unique email address that you don’t check very often. The alerts will become overwhelming when you go on vacation! If you have alerts come to email, set them up to come once/day or week otherwise they will constantly distract you. (Unless the term is really important!)
24. 2) Google Alerts TIPS If you set up alerts to come once/day or week, they will arrive around the time you set them up.So, if you want them to arrive on Monday morning,set them up on Monday morning. Test! Test! Google alerts can be very annoyingTest your terms and get specific!
25. 3) Answer Industry-related QuestionsSearch for questions on forums that you or members of your company can answer. You can set up an RSS feed for specific question categories to go to your Google Reader as well. When you find a relevant question, respond and include a link to your website.
26. 3) Answer Industry Related Questions Use Google’s other search tools to search Discussions (forurms), Blogs, and updates (twitter, facebook etc.)
27. Follow Forum discussions using your RSS Readereg. TripAdvisor.com Steamboat Forum or Frommers.com
28. Search for questions on LinkedIn that you or membersof your company can answer. You can set up an RSS feed for specific question categories.Respond & include link to your site.
29. 4) Love your RSS Feeds!Use Google Reader to check Flickr, Delicious, Digg, Yelp... www.google.com/reader
30. RSS: Real Simple Syndication If the site has an RSS feed available: Look for the RSS Logo at the top of the Browser.
31. RSS: Real Simple Syndication WHAT TYPES OF RSS FEEDS ARE THERE? Blogs Twitter Feeds FlickrUsers & YouTube Channels Delicious, StumbleUpon, Digg Accounts LinkedIn Answers TripAdvisor Reviews & Forums Yelp, Gowalla, UrbanSpoon, FourSquare Reviews …and so many more!
32. RSS: Real Simple Syndication Follow just about any web page! If there is no RSS,copy and paste the web address into your reader.Google will create a feed.
33. The First Thing Young Women Do in the Morning: Check Facebook As many as one-third of women aged 18-34 check Facebook when they first wake up, even before they get to the bathroom.complete strangers
34. Tip: You can also monitor your kids! 21% of women (18-34) check Facebook in the middle of the night 42% think it’s okay to post photos of themselves intoxicated 79% are fine with kissing in photos 58% use Facebook to keep tabs on “frenemies” 89% agree that “you should never put anything on Facebook that you don’t want your parents to see.”
