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here are three scenarios, however, in which she would want to monitor news:
She is actively courting mentions from the media—by putting out
press releases, having herself listed in expert directories, and so on.
In this case, Ethel would want to monitor news search engines for her
name and the name of her blog.
.
She is trying to build journalist awareness in a more low-key way—for
instance, by monitoring news search engines for her topic of inter-
est and then contacting the journalist with comments, additional
resources, or pointers to her blog.
.
She wants to use the news search engines to ind bits of interest for
her blog. Using news search engines to ind stories to add to the blog
is better than using general search engines—the stories are fresher,
low is lower, and generally they're easier to target.
.
Ethel does have plans to start issuing press releases, so she monitors for her
name and her blog's name. In this one case, she generates e-mail alerts and
has them sent to her phone. She wants to be able to react quickly when a
journalist mentions her in a story or her press release gets republished. All
her other monitoring is done strictly by RSS feed.
ethel faces the future
Ethel's needs are somewhat more basic than Fred's, but she will also have to
be ready to tweak and change her traps in the future. She may become well
known for her commentary on one particular topic, in which case she'll
need to monitor that topic. She may develop a positive (or adversarial) rela-
tionship with a retail company over its consumer-relations policies, and
decide she wants to monitor its press releases. It's even possible that a par-
ticular iteration of her name becomes prevalent (Ethel Mae P., for example)
and she'll have to adjust her traps to accommodate that. As she realizes her
goal of increasing her proile in the community and the blogosphere, her
traps will have to be adjusted to relect that.
At the moment, Ethel is committed to review her traps three times a week,
with ongoing updates to the traps as necessary. Her timeline is open-ended;
she has no plans to end the monitoring at all.
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