Social Listening: Beyond Brand Monitoring

By now, most agencies appreciate that they need to have access to social media monitoring software. Marketers expect agencies to be their stewards, especially for any agency that handles social media marketing. The use cases for social search and social listening are more diverse than that though.

Win pitches: Business development teams should be some of the most fervent and most frequent users of social search. To start, it helps to understand what has driven the most conversations about a prospective client over the past year, and see how a brand compares to its direct competitors. Beyond that, business development teams can work with strategists, planners, and others to better understand the category and market where the prospect operates. For a home improvement retailer, then it would be helpful to see the kind of language people use when buying a new home. For an auto manufacturer, one can research how much consumers care about certain attributes such as safety versus technology features. Pitches are often won by empathy – how much does the client feel you truly understand and care about their business? Social search is one reliable way to achieve that.

Search what’s beyond marketing: Use social search and listening to derive insights about approaches for marketers that extend beyond marketing. Unearth ideas about merchandising, such as which products to keep in stock when. Discover inspiration for how to design stores or showrooms. Get a direct line into the product development teams to funnel specific product feedback, and also alert customer service departments of issues. You may have thoughts on what marketers could do beyond the scope of a given campaign, so ground those ideas in data.

Protect your clients: Beyond the standard scope of monitoring what people say about a marketer, agencies can use social listening to set up alerts for posts threatening your clients. This protective alerts can be used to deepen relationships and improve retention, and it can potentially lead to new work for projects that would be out of the current scope. Agencies can set up keywords to provide details about potential product recalls or negative product experiences spreading socially, leaks of confidential corporate information, and security threats directed against members of a client’s executive team (such threats could be monitored within a geofence around where such executives work or live).

Market yourselves: Marketing firms typically underinvest in marketing themselves. Social listening can augment the work of the marketing team, allowing agencies to identify conversations to participate in, find influential people to interact with, source new business opportunities, track conversational themes with the agency’s competitors, and rapidly respond to press requests.



Why is Reputation Important?

You may have heard about reputation as a child, or maybe it fell on deaf ears during those precarious teen years. It’s the age-old adage, “it doesn’t matter what other people think of you, but only what you think of yourself.” It’s the easiest advice to give, the hardest to take, and one of those life lessons that gets repeated in nearly every coming-of-age story. It’s also false.

Crafting a positive reputation is different than simply leaving it up to the opinions of others. For an individual, developing self-esteem is an essential milestone for sanity and survival. It’s self-esteem that protects you when a stranger treats you like you’re stupid because you have tattoos, or as a criminal because of your skin color or because your religion has a bad reputation in some circles. You can’t control the biases of other people, but you can nudge positive or negative sentiment to a greater or lesser degree.

Reputation stems from a person’s judgment then blossoms into a cloud of darkness as it poisons the collective judgment levied on an individual or business. This new “identity” (reputation) becomes overlaid on like a blanket, becoming all someone sees. Today, this identity, others perceive, exists both in real life and online. Everyone, from teenagers to entrepreneurs to entire corporations, has a reputation— whether that is good, bad, or somewhere in between.

It Does Matter, to an Extent, What Others Think

So despite what your guidance counselor said in high school, it does matter, to an extent, what others think, what they say, and what they promote online. Because of the importance of reputation, as a society, we wouldn’t survive without the opinions of our peers. As a social species, we are hardwired to care about the opinions of others.

The Reward of a Good Reputation

The fastest way to a good reputation, whether at home or in the workplace, is to behave in a way that benefits your social circle. According to a US News article, traits like kindness, generosity, and honesty help to foster a good reputation in the workplace. It seems that group-oriented behaviors, especially, pay dividends when it comes to bolstering your reputation. This is true for people and businesses as well.

In fact, research has demonstrated that your closest social circle may be the main thing holding you accountable to actions. Without the impending threat of losing your good reputation among friends, there’s little to hold you back from doing the “wrong” thing. The reason it works is simple: a bad reputation among peers often leads to exclusion from the group. We know what it feels like to be left out, but in our ancestors’ circumstances, group exclusion could equate to death.

Why is Reputation Important in Business

Brand reputation isn’t very different from individual reputation in its importance. It’s been studied quite a bit in recent years, in light of the ease with which information is transmitted and falsehoods spread online, as well as the effect of reputation on commerce. At the beginning of 2017everyone was talking about “fake news” because of its effect on political reputation. According to Davies and Miles in the 1998 Corporate Reputation Review, reputation in business terms involves three things:

  • How others see the business
  • Who the business is
  • What the business communicates about itself

Managing a business reputation requires alignment of these three elements. When even one of them is out of balance, the company’s entire reputation can come crashing down. Here’s a closer look at the factors that shape a corporation’s reputation.

  • Visual cues. Name, logo, and all of the imagery related to your company or brand.
  • Mission, vision, or philosophy. The guiding light of a company’s internal culture, these elements have a ripple effect when it comes to corporate reputation.
  • Behavior of members within the organization. What people are saying or writing. Articles, word of mouth, news, social media, and online reviews.
  • The success of the business. A spot on the Fortune 500 list will contribute to a positive reputation, for example.

Who Maintains Brand Reputation

Clearly, brand reputation is a complicated machine. So who is in charge of it? According to a 2005 study by Rosa Chun, senior lecturer at Manchester Business School, it’s unusual to find an internal reputation management department that’s directly responsible for managing corporate reputations. Instead, it’s often a shared effort, with marketing and communications handling the external perceptions, while human resources manage internal culture. Many companies even outsource their reputation management to firms that specialize in this field.

Creating, curating, and maintaining a positive reputation for a corporation is no easy task, but one of the most important facets regarding human psychology is to be consistent. Research by Roger Martin of the Rotman School of Management has shown that a customer’s loyalty to a company or brand relies more on familiarity than organic “trust.” Customers love to do what feels comfortable, so companies that are quick to change their identity in the face of a PR disaster may be more likely to lose customers in the long run. The better approach is often a slow and steady one, focused on rebuilding trust through multiple channels.

Why Reputation Matters

As we’ve explored, a positive reputation can provide group inclusion, while a negative one can ostracize you in a social setting, or lead to job loss or employment problems in a professional environment. The business outcomes of reputation are even more far-reaching, impacting how all stakeholders, from customers to shareholders to executives, behave toward the organization.

Curate a Positive Reputation

The digital era has invited with a whole new way of showing ourselves to the world, one that’s rife with complications for both individuals and businesses. When you’re doing business with someone on the other side of the globe, sometimes your reputation is all you have — so it’s in your best interest to make it the best it can be and to strive to curate a positive reputation.

This post was originally published on this site on February 24, 2017. We republish timely posts on Saturday, in case our readers missed it the first time around. This post has appeared in Reputation X, it was written by Kent Campbell from Business2Community, and is legally licensed through the NewsCred publisher network.

How Millennials (And Others) Use Social Media For Brand Accountability

Brand accountability is a growing trend with how consumers are using social media today.

This means your worst brand behavior is paraded online for potential customers to consume.

How is this impacting your brand reputation and purchasing decisions from would-customers?

We’re dissecting the latest Sprout Social Index to find out.

Taking Brands To Task

Sprout Social’s 2017 Q3 Index calls it the “call-out culture” — where consumers take their rants to social media to highlight, amplify, and berate bad brand behavior.

Their stats are staggering when it comes to brand accountability through social:

  • 46% of consumers have used social to “call out” brands
  • 4 in 5 consumers think social media has increased accountability for businesses
  • 55% of consumers call out brands on social to get a resolution or response
  • 81% of people say that social media has increased brand accountability

And millennials are the quickest and most likely group to use social media as an accountability medium.

56% of this group has called out brands on social, while 61% of other generations have remained mum.


[Image Source]

We know that social media saw the balance of power switch from brands to the consumer.

Now we know that consumers are using that power to take a stand against brands engaging in inappropriate behavior.

Consumer Complaints

Consumer complaints aren’t new, but it seems the medium is.

Using social media not only amplifies the user’s message, it acts as a warning to other customers. The biggest reasons for online complaints according to the report are:

  1. Dishonesty (remember, authentic is better than “cool” on social)
  2. Bad customer service
  3. Rudeness (in-person)
  4. Bad product experience
  5. Overcharging
  6. Unresponsiveness
  7. Rudeness (online)
  8. Too political


[Image Source]

As for why consumers rant on social about brand accountability, 70% say it’s to protect other customers.

Which works, because 65% of consumers say that when they see a brand called out on social, they’ll think twice about buying from them.


Other reasons for calling out brands included getting a response or resolution, to raise awareness of the issue(s), or to get a refund or a discount.


[Image Source]

The silver lining in this brand accountability squabble is that brands still have time to fix things when that first complaint is made.

All eyes are on you — the brand — to now see how you will handle this complaint.

Take Back Control By Thinking Conversation

You have a chance to make things right. It only takes two things: a helpful response.

That’s right, you not only have to respond to the complaint, it also has to be a thoughtful and valuable response (you can’t be surprised).

  • About 50% of consumers say they’d never buy from the brand again if they got a less-than-helpful response
  • 41% of people say they’d share that poor response with their online network
  • A poor response from your brand means you increase your chances of being boycotted by 43% of consumers


[Image Source]

To combat negative reviews, read our post about negative reviews, and take note of below tips.

5 things you need to recognize about negative reviews:

  1. Bad reviews merely show that your products/services weren’t the best fit for that particular consumer.
  2. For every customer who complains, 26 remain silent. You should see bad reviews as the best gift you’ve ever been given; do your research and FIX IT!
  3. Mistakes happen. Negative reviews should be used to build deeper relationships with your clients.
  4. Take a deep breath before responding. Or walk away. Or talk about it with a team member.
  5. Sometimes you’ll be faced with a real jerk who is only looking to defame you and your business (but treat every complaint like it can be solved, anyway).


[Image Source]

Your response could be the difference between a lost consumer and winning a customer back with a great response.

Brand Accountability Requires Listening & Responding

To keep up with whether your brand is being praised or pounded online, you’ll need to constantly be listening.

If and when bad — or good — complaints come along, how you respond can shape the future of how current customers and would-be consumers view your brand.

We use Sprout Social to put our ear to the social sphere and find out what’s being said about us and our clients. (Read the entire Q3 2017 Sprout Social Index here)


This article originally appeared in The B Squared Media Blog, it was written by Brooke B. Sellas from Business2Community, and legally licensed through the NewsCred publisher network. Please direct all licensing questions to

Social Sidekick October 2017: Social Holidays, Themes, and Noteworthy Events

Baseball, football, pumpkin spice, and everything nice: that’s what October content calendars are made of. Usher in autumn with a slew of social holidays and events, including a slew of television premieres, health-related holidays, and (most importantly) both an International Beer and Pizza Day as well as an American Beer Day. We’ll cheers to that—and send Social Sidekick straight to your inbox each week when you subscribe here.


ADHD Awareness Month, Breast Cancer Awareness Month, Celiac Disease Awareness Month, Children’s Health Month, Domestic Violence Awareness Month, National Bullying Prevention Awareness Month, National Depression Education and Awareness Month, National Disability Employment Awareness Month, National Orthodontic Health Month

American Cheese Month, National Apple Month, National Caramel Month, National Cookie Month, National Dessert Month, National Fair Trade Month, National Pizza Month, National Popcorn Poppin’ Month, National Pork Month, National Pretzel Month, National Pumpkin Month, National Seafood Month

International Dinosaur Month, National Adopt a (Shelter) Dog Month, National Arts & Humanities Month, National Cyber Security Awareness Month

Hispanic Heritage Month (September 15-October 15), Filipino American History Month, Italian American Heritage Month, Polish American Heritage Month, LGBT History Month

giphy (1).gif


#ManCrushMonday or #MCM, #MondayBlues, #MotivationMonday, #MarketingMonday, #MeatlessMonday

#TransformationTuesday or #TT, #TravelTuesday, #TongueOutTuesday, #Tunesday

#WomanCrushWednesday or #WCW, #WayBackWednesday or #WBW, #WineWednesday, #WellnessWednesday, #HumpDay, #WisdomWednesday

#TBT or #ThrowbackThursday, #Thursdate, #ThoughtfulThursday, #ThirstyThursday, #ThankfulThursday

#FollowFriday or #FF, #FlashbackFriday or #FBF, #FridayFeeling, #FriYay, #FridayReads

#Caturday, #SexySaturday

#SundayFunday, #SelfieSunday, #Sinday

SUNDAY, 10/1

National Homemade Cookies Day, International Coffee Day, International Day of Older Persons, World Vegetarian Day

A Chef’s Life (PBS), Alaska: The Last Frontier (Discovery), Bob’s Burgers (Fox), Criminal Confessions (Oxygen), Curb Your Enthusiasm (HBO), Family Guy (Fox), Ghosted (Fox), Keeping Up With the Kardashians (E!), Masterpiece (PBS), NCIS: Los Angeles (CBS), Parts Unknown with Anthony Bourdain (CNN), Poldark (PBS), Shark Tank (ABC), The Last Man on Earth (Fox), StarTalk With Neil deGrasse Tyson (Nat Geo), Ten Days in the Valley (ABC), The Simpsons (Fox), This Is Life with Lisa Ling (CNN), Toy Box (ABC), Vampirina (Disney Junior), Wisdom of the Crowd (CBS)

Mexo, “Zona”

Oracle OpenWorld (through 10/5)

MONDAY, 10/2

International Day of Nonviolence, World Habitat Day

9JKL (CBS), Lucifer (Fox), The Gifted (Fox), Beauty and the Baker (Amazon Prime), TRL (MTV), Walk the Prank (Disney XD), Halloween Wars: Hayride of Horror (Food Network), The Halcyon (Ovation), Grown Folks (Bounce), Family Time (Bounce)


National Techies Day, National Boyfriend Day, Mean Girls Appreciation Day, National Butterfly and Hummingbird Day

The Middle (ABC), Fresh Off the Boat (ABC), Black-ish (ABC), The Mayor (ABC), Kevin (Probably) Saves the World (ABC), Queen Sugar (OWN), Finding Your Roots with Henry Louis Gates Jr. (PBS), Ink Master: Angels (Spike), Cyberwar (Viceland)

Demon Hole, Mully


National Taco Day, National Vodka Day, National Pumpkin Seed Day, National Walk to School Day

Nature (PBS), Secrets of the Shining Knight (PBS), Wheeler Dealers (PBS), Expedition Unknown: Hunt for Extraterrestrials (Travel), Expedition Unknown: After the Hunt (Travel)


Google Press Event


World Teacher’s Day, National Do Something Nice Day, National Get Funky Day

Scandal (ABC), Van Helsing (Syfy), Ghost Wars (Syfy), Real Estate Wars (Bravo), Shade: Queens of NYC (Fusion), Rillington Place (Sundance Now)

DACA, or Deferred Action for Childhood Arrivals, Renewal Deadline

FRIDAY, 10/6

World Smile Day, National Noodle Day, National German-American Day, National Mad Hatter Day

Once Upon a Time (ABC), Suburra: The Series (Netflix), The Fashion Hero (Amazon Prime), Superstition (Syfy), Choccywoccydoodah (Cooking Channel)

2307: Winter’s Dream, Barracuda, Blade Runner 2049, Better Watch Out, Loving Vincent, My Little Pony: The Movie, So B. It, The Florida Project, The Mountain Between Us, The Stray, The Osiris Child: Science Fiction Volume 1, Walking Out

Ducktails, “Jersey Devil”; Kaitlyn Aurelia Smith, “The Kid”; Marilyn Manson, “Heaven Upside Down”; Yumi Zouma, “Willowbank”; Sound of Ceres, “The Twin”; Ziúr, “U Feel Anything?”; Alex Lahey, “I Love You Like a Brother”; Rationale, “Rationale”; Shigeto, “The New Monday”; Weaves, “Wide Open”; Kelela, “Take Me Apart”; Lo!, “Vestigial”; Street Sects, “Rat Jacket”; Mister Heavenly, “Boxing the Moonlight”; Blue Hawaii, “Tenderness”; Elise LeGrow, “Playing Chess”; Spotlights, “Seismic”; Miniatures, “Jessamines”; Poppy, “Poppy.Computer”; Citizen, “As You Please”; Nazoranai, “Beginning To Fall In Line Before Me, So Decorously…”; Deradoorian, “Eternal Recurrence”; Primitive Man, “Caustic”; TOKiMONSTA, “Lune Rouge”; Weaves, “Wide Open”; Mirah, “Sundial”; Necro Deathmort, “Overland”; The Black Dahlia Murder, “Nightbringer”; Dhani Harrison, “IN///PARALLEL”; Cults, “Offering”; Warhaus, “Warhaus”; Liam Gallagher, “As You Were”; Carla dal Forno, “The Garden”; The Rasmus, “Dark Matters”; Kiasmos, “Blurred”; Slow Magic, “Float”; Kele Okereke, “Fatherland”; Wolf Parade, “Cry Cry Cry”

giphy (2).gif


National LED Light Day, National Inner Beauty Day, Bathtub Day, National Frappe Day

The Wonder List with Bill Weir (CNN), Ghost Adventures: Hauntings of Vicksburg (Travel Channel)

SUNDAY, 10/8

National Perogi Day, American Touch Tag Day, National Fluffernutter Day, World Octopus Day, Pastor Appreciation Day

Madam Secretary (CBS), America’s Funniest Home Videos (ABC), 90 Day Fiancé (TLC), Xtreme Screams (Travel Channel)

MONDAY, 10/9

Columbus Day, International Beer and Pizza Day, Native American Day, National Sneakers Day, World Post Day

Supergirl (The CW), Valor (The CW), Inside Edge (Amazon Prime), Southern and Hungry (Cooking Channel), Chroniques de Clichy-Montfermeil (Blackpills)

TUESDAY, 10/10

Ada Lovelace Day, National Cake Decorating Day, National Metric Day, Powers of Ten Day, World Homeless Day, World Mental Health Day

The Flash (The CW), DC’s Legends of Tomorrow (The CW), Undercover High (A&E), Tales (BET), Chopped: Alton’s Challenge (Food Network), MasterChef Canada (Cooking Channel), The Big Interview with Dan Rather (AXS), Adventure Capitalists (CNBC)

The Prids, “Do I Look Like I’m In Love?”


Emergency Nurses Day, International Day of the Girl, National Coming Out Day, National Food Truck Day, National Fossil Day, National Pet Obesity Awareness Day, National Stop Bullying Day

Riverdale (The CW), Dynasty (The CW), Mr. Robot (USA Network), Chance (Hulu), The Shannara Chronicles (Spike), Man’s Greatest Food (Cooking Channel), The Story of Us with Morgan Freeman (Nat Geo), Do You Want to See a Dead Body? (YouTube Red)


Cookbook Launch Day, Freethought Day, Old Farmers’ Day, Spanish Language Day, World Sight Day, World Arthritis Day

Supernatural (The CW), Arrow (The CW), I Love You, America (Hulu), The Rundown with Robin These (BET), The Comedy Get Down (BET)

FRIDAY, 10/13

International Day for Failure, International Day for Natural Disaster Reduction, International Plain Language Day, Metastatic Breast Cancer Awareness Day, National Train Your Brain Day, World Egg Day

Crazy Ex-Girlfriend (The CW), Jane the Virgin (The CW), Mindhunter (Netflix), Gold Rush (Discovery), Sigmund and the Sea Monsters (Amazon Prime), If You Give a Mouse a Cookie (Amazon Prime), Marriage Boot Camp Reality Stars (WE TV)

6 Below: Miracle on the Mountain, 78/52: Hitchcock’s Shower Scene, Breathe, Gnome Alone, Happy Death Day,  Human Flow, Marshall, Overdrive, Professor Marston & The Wonder Women, Te Ata, The Foreigner, Tom of Finland

A. Savage, “Thawing Dawn”; Airiel, “Molten Young Lovers”; Altarage, “Endinghent”; Beck, “Colors”; Courtney Barnett & Kurt Vile, “Lotta Sea Lice”; dvsn, “Morning After”; Grok Enrol & The Nu-Thing, “All\Mix/Dup”; Gucci Mane, “Mr. Davis”, Spectral Voice, “Eroded Corridors of Unbeing”; King Khan, “Murder Burgers”; King Krule, “The Ooz”; Narcotic Wasteland, “Delirium Tremens”; Pink, “Beautiful Trauma”; St. Vincent, “MASSEDUCTION”; Robert Plant, “Carry Fire”; Samael, “Hegemony”; Stars, “There Is No Love in Fluorescent Light”; The Rural Alberta Advantage, “The Wild”; William Patrick Corgan, “Ogilala”

giphy (3).gif


International Cassette Store Day, National Chess Day, National Dessert Day, national lowercase day, Universal Music Day

Dirk Gently’s Holistic Detective Agency (BBC America), Queers (BBC America)

SUNDAY, 10/15

Breast Health Day, Global Handwashing Day, International Day of Rural Women, National Grouch Day, National Mushroom Day, National Pregnancy and Infant Loss Awareness Day, Sewing Lovers Day, World Toy Camera Day

White Famous (Showtime), Berlin Station (Epix), Good Behavior (TNT), Squidbillies (Adult Swim), The Dorrells in Corfu (PBS), The Platinum Life (E!), Make It Out Alive (Smithsonian Channel)

2017 Alabama 500 (NASCAR)

MONDAY, 10/16

Clean Your Virtual Desktop Day, Learn a Word Day, Multicultural Diversity Day, National Boss Day, National Dictionary Day, Steve Jobs Day, World Food Day

Fast N’ Loud (Discovery), Miles from Tomorrowland (Disney Channel), Acceptable Risk (Acorn TV)

Heaters, “Matterhorn”

TUESDAY, 10/17

Black Poetry Day, Information Overload Day, International Day for the Eradication of Poverty, National Face Your Fears Day, National Pasta Day, Spreadsheet Day, Wear Something Gaudy Day

Gucci Mane & Keyshia Ka’oir (BET), Hit the Road (Audience Network), Loudermilk (Audience Network), Strange Evidence (Science Channel), Weediquette (Viceland)

Special Request, “Belief System”


National Chocolate Cupcake Day, National No Beard Day, National Support Your Local Chamber of Commerce Day, World Menopause Day

Freakish (Hulu)

Austin Mahone, “Dirty Work”


Conflict Resolution Day, Dress Like a Dork Day, Evaluate Your Life Day, Get to Know Your Customers Day, International Credit Union Day, New Friends Day, Rainforest Day, World Pediatric Bone and Joint Day

The Eleven (A&E)

giphy (6).gif

FRIDAY, 10/20

National Brandied Fruit Day, National Mammography Day, National Suspenders Day, World Osteoporosis Day, World Statistics Day

Great Performances (PBS), Red Oaks (Amazon Prime), The Day I Met El Chapo: The Kate del Castillo Story (Netflix)

Boo! 2: A Madea Halloween, Dealt, Geostorm, Jungle, Killing Gunther, Only the Brave, Same Kind of Different As Me, Tragedy Girls, The Snowman, Wonderstruck

Amenra, “Mass VI”; Bully, “Losing”; Errorsmith, “Superlative Fatigue”; Niall Horan, “Flicker”; Visionist, “Value”; Sufjan Stevens, “The Greatest Gift Mixtape – Outtakes, Remixes & Demos from Carrie & Lowell”; Colleen, “ A flame my love, a frequency”; Flying Fortress, “BITCHWIND”; Circuit Des Yeux, “Reaching for Indigo”; Bell Witch, “Mirror Reaper”; Destroyer, “ken”; Trivium, “The Sin and the Sentence”; John Carpenter, “Anthology: Movie Themes 1974-1998”; Lindstrøm, “It’s Alright Between Us As It Is”; Iron Monkey, “9-13”; Makthaverskan, “III”; Jessie Ware, “Glasshouse”; Margo Price, “All American Made”; CyHra, “Letters to Myself”; Esmerine, “Mechanics Of Dominion”


Apple Day, Bridge Day, Garbanzo Bean Day, I Love Yarn Day, International Day of the Nacho, National Pumpkin Cheesecake Day, Reptile Awareness Day, Sweetest Day

SUNDAY, 10/22

Clean Up the Earth Day, Eat a Pretzel Day, International Stuttering Awareness Day, Mother-In-Law Day, National Knee Day, National Color Day, National Nut Day, Smart is Cool Day

The Walking Dead (AMC), Graves (Epix), Food: Fact or Fiction? (Cooking Channel), The Jellies (Adult Swim)

2017 United States Grand Prix (fka 2017 Formula One United States Grand Prix)

MONDAY, 10/23

National Canning Day, Swallows Depart from San Juan Capistrano Day, National Mole Day, TV Talk Show Host Day

Scared Famous (VH1)

TUESDAY, 10/24

United Nations Day, Food Day, National Bologna Day, National Crazy Day, Take Back Your Time Day, World Polio Day

At Home with Amy Sedaris (TruTV)

The Jade Pendant

World Series (start)

giphy (8).gif


International Artist Day, Lung Health Day, National Greasy Foods Day, Punk for a Day Day, Sourest Day, World Pizza Makers’ Day

Rosehaven (SundanceTV), The Job Interview (CNBC), Ryan Hansen Solves Crimes on Television (YouTube Red)


Horseless Carriage Day, National Mule Day, National Pumpkin Day, Worldwide Howl at the Moon Night

Drop the Mic (TBS), Carnival Eats (Cooking Channel)

FRIDAY, 10/27

American Beer Day, Boxer Shorts Day, Cranky Co-Workers Day, Frankenstein Friday, National Bandanna Day, National Potato Day, Navy Day, Occupational Therapy Day, Sylvia Plath Day

Blindspot (NBC), Stranger Things (Netflix), Andi Mack (Disney Channel)

All I See Is You, God’s Own Country, Jigsaw, Novitiate, Suburbicon, Thank You For Your Service, The Killing of a Sacred Deer, The Square

All Pigs Most Die, “Hostage Animal”; John Maus, “Screen Memories”; Julien Baker, “Turn Out the Lights”; Ty Dolla $ign, “Beach House 3”; L’orange, “The Ordinary Man”; Jacob Sartorius, “Left Me Hangin’”; Camerata Mediolanense, “Le Vergini Folli”; Curtis Harding, “Face Your Fear”; Morrissey, “Low in High School”; Weezer, “Pacific Daydream”; Daniele Luppi, “MILANO”; Complete Failure, “Crossburner”; Ne Obliviscaris, “Urn”


International Animation Day, National Chocolate Day, National Forgiveness Day, Separation of Church and State Day, Statue of Liberty Dedication Day, Wild Foods Day

SUNDAY, 10/29

International Internet Day, National Cat Day, National Hermit Day, Pumpkin Day, Visit a Cemetery Day, World Psoriasis Day, World Stroke Day

MONDAY, 10/30

Buy a Doughnut Day, Checklist Day, Mischief Night, National Candy Corn Day, National Publicist Day, Sugar Addiction Awareness Day

Superior Donuts (CBS), Kevin Can Wait (CBS), Me, Myself & I (CBS), The Ingraham Angle (Fox News Channel), Fox News @ Night (Fox News Channel)

TUESDAY, 10/31

Girl Scout Founder’s Day, Halloween, National Knock-Knock Jokes Day, National Magic Day, World Savings Day

Major Crimes (TNT)

Chris Brown, “Heartbreak on a Full Moon”



Making a Case for More PR Budget

You’ve just finished up a PR campaign that was a success. The client was happy. Your boss was thrilled.

Now, you’d like to go bigger, with a campaign that requires more resources, more technology—and more money.

Queue the Debbie Downer music.

For many pros, making a case to increase the PR budget can be a challenge. How will you overcome objections to your request for more dollars?

How to Overcome PR Budget Increase Objections

Sometimes, it’s about changing the perception of PR. If leaders view public relations efforts as expenditures versus investments, you may struggle to make a case for more budget. However, if you can change the way leaders think about PR, you may have a better chance of securing more funds.

One Way to Do This Is to Show ROI

“The old adage that we can’t manage what we don’t measure is doubly true when it comes to PR: We won’t fund what we can’t manage or measure,” says Christopher Penn, Vice President of Marketing Technology for SHIFT Communications. “Marketers and communicators looking for more budget need to be able to articulate what the increase will mean in terms of business impact.”

“When making the case, it’s important to communicate value, not just outputs or needs. The one thing to avoid is to try to justify budget increases on the basis of cost alone,” says Tim O’Brien, Principal, O’Brien Communications. “Your client doesn’t care if your costs have gone up, or even that you may have worked twice as long to get the results you originally promised. It’s best to put the focus on the future, the kind of reasonable results the client can expect, and the increased value to the client of those possible outcomes.”

Another consideration may be to take a look at what the competition is doing. Nothing gets the C-suite as fired up as talk about beating competitors. The argument could be that if you want to one-up the competition, you’re going to need more budget. Media monitoring can help here by giving you insight into who’s covering the competition and what they’re saying. It can also measure sentiment.

Building Your Case

This all sounds good. But, how do you actually build a case?

Determine what activities drive the business forward and what activities have positive ROI, says Penn. “If I put $1 into the PR machine, what comes out? If it’s not at least $1.01, then PR isn’t going to get more money.”

“Then, if we want to kick it up a notch, we start using advanced statistics and measurement to build models based on the ROI we generate,” continued Penn. “If I know that putting $1 into the PR machine on average makes $1.25 come out, then I want to know how to get to $1.30, $1.50, $2, $5. How much more return could we capture?”

This is where technologies like predictive analytics and machine learning come into play. Predictive analytics use data to forecast what’s likely to happen. “Once we know on average what our efforts yield, we augment those efforts with data science to know when to ramp spending up and when to cool things off,” says Penn.

Using predictive analytics to project needs in advance can be a winning formula when you’re trying to increase the budget. To do this, you need data.

These Data Sources Can Help

What sources of data can help you make the case?

  • Publication data from media monitoring systems, like Meltwater
  • Web analytics from systems like Google Analytics
  • Trend data from providers like Google
  • SEO data
  • Social media data

Penn stresses that you need to start with “clean” data. If your data is tainted from the start, your predictions will be wrong—which could throw off your entire campaign.

Also, use care in selecting which data is best for your needs. Data with too little detail can lead to inaccurate predictions, as can data with too much detail.

Move Forward

Of course, you’ll want to review and assess progress along the way. Be willing to make adjustments if the campaign is underperforming. And at the end, evaluate the results to see how it went overall—and hopefully to leverage your success into an even bigger budget request for your next public relations push.