{"id":9245,"date":"2023-02-22T14:25:11","date_gmt":"2023-02-22T13:25:11","guid":{"rendered":"https:\/\/www.overskrift.dk\/blog\/?p=9245"},"modified":"2023-02-23T07:25:55","modified_gmt":"2023-02-23T06:25:55","slug":"en-alarm-der-giver-ro-i-maven","status":"publish","type":"post","link":"https:\/\/www.overskrift.dk\/blog\/2023\/02\/22\/en-alarm-der-giver-ro-i-maven\/","title":{"rendered":"En alarm der giver ro i maven"},"content":{"rendered":"

Alarm-muligheden i Overskrift tjenesten fort\u00e6ller dig at du b\u00f8r v\u00e6re opm\u00e6rksom fordi en potentiel shitstorm<\/em>, intensivering af omtaler af dine m\u00e6rkesager eller interesseomr\u00e5der <\/strong>er p\u00e5 vej. Du f\u00e5r hermed <\/strong>ekstra tid til at forberede jeres respons, s\u00e5 I fremst\u00e5r forberedte n\u00e5r sp\u00f8rgsm\u00e5lene melder sig p\u00e5 jeres egne kanaler, forskellige sociale platforme eller fra journalister.<\/strong><\/p>\r\n

Alarmen via Overskrift-tjenesten har givet ro i maven til mange kommunikationsansvarlig rundt omkring i de danske organisationer. Tidligere havde du m\u00e5ske tid til at forberede dig helt indtil morgenaviserne var uddelt, men som bekendt rejser og vokser historier en del hurtigere i 2023. Hvert minut uden forberedelse kan v\u00e6re kritisk.<\/p>\r\n

L\u00e6s her hvordan du kan f\u00e5 gl\u00e6de af alarmfunktionen i Overskrift og hvordan den virker i detaljer.<\/p>\r\n

Hvorfor giver en alarm overhovedet mening?<\/h2>\r\n

Du registrerer dine interesser som s\u00f8getermer og f\u00e5r hver morgen en mail-rapport med alle omtaler der matcher. Det kan enten v\u00e6re som et enkelt s\u00f8geord, f.eks. et brand du arbejder med, en konkurrent eller m\u00e6rkesag. Det kan ogs\u00e5 v\u00e6re en l\u00e6ngere s\u00f8geterm, som inkluderer en r\u00e6kke ord og termer, der skal findes i en interessant artikel eller post, minus en r\u00e6kke stop-ord du ved g\u00f8r indholdet uinteressant for dig.<\/p>\r\n

Vil du f.eks. gerne underrettes om alle omtaler af Irma<\/em>, opretter du en s\u00f8gning a la:\u00a0<\/p>\r\n

irma* -coop<\/pre>\r\n
Pr\u00f8v selv s\u00f8gningen her<\/a><\/p>\r\n
Du f\u00e5r dermed l\u00f8bende alle danske omtaler af ordet Irma<\/i> (med en vilk\u00e5rlig endelse), medmindre Coop ogs\u00e5 er n\u00e6vnt i samme opslag. Normalt ligger niveauet af resultater for denne s\u00f8gning under eller omkring 30 opslag pr. dag, men den 31. januar 2023 annoncerede Coop at Irma lukker, hvilket ikke gik ubem\u00e6rket hen, hverken i online medier eller p\u00e5 sociale medier.<\/p>\r\n\r\n
\r\n
\"Omtaler
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Antallet af omtaler for en periode p\u00e5 4 uger<\/em><\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n
Som det fremg\u00e5r af aktivitetskurven herover, steg antallet af omtaler betragteligt den 31. januar. Antallet af omtaler stiger som regel n\u00e5r en debat tager fart eller en shitstorm er p\u00e5 vej. St\u00e5r du for et brand eller en m\u00e6rkesag, vil du alts\u00e5 kunne f\u00e5 en melding tidligt og dermed mulighed for at forberede et modsvar p\u00e5 en kritik eller debat-pr\u00e6mis, som du ellers ikke ville vide noget om.<\/p>\r\n\r\n\r\n\r\n
Hvorn\u00e5r bliver der sendt en alarm?<\/h2>\r\n\r\n\r\n\r\n
Hvert kvarter sammenligner Overskrift dagens aktivitetsniveau for alle overv\u00e5gninger op imod gennemsnitsniveauet for de seneste 30 dage. Derudover skal en r\u00e6kke andre kriterier v\u00e6re opfyldt f\u00f8r der udsendes en alarm. Bl.a. skal antallet af omtaler i dag v\u00e6re mere end 100% h\u00f8jere end dagen f\u00f8r, og der skal mindst findes 10 hits p\u00e5 dagen. S\u00e5ledes skal aktiviteten b\u00e5de stige p\u00e5 kort og lang sigt, f\u00f8r du vil blive forstyrret af en alarm.<\/p>\r\n\r\n\r\n\r\n
Hvordan modtager jeg alarmen?<\/h2>\r\n\r\n\r\n\r\n
For hver af dine overv\u00e5gninger har du mulighed for at v\u00e6lge hvilke af dine interessenter der skal modtage en alarm. Interessenter modtager udelukkende alarmer for overv\u00e5gninger de er tilmeldt at modtage resultater for (det kan du ogs\u00e5 l\u00e6se lidt om p\u00e5 LinkedIn<\/a>). Alarmer kan udsendes pr. sms og\/eller e-mail.<\/p>\r\n\r\n\r\n\r\n
\r\n
\"\"
\r\n
Eksempel p\u00e5 en alarm SMS udsendt p\u00e5 dagen hvor det blev meldt ud at Irma lukker.<\/em>\u00a0<\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n
Alarm SMS’en angiver hvor mange indl\u00e6g der er fundet i dag indtil videre og hvor mange indl\u00e6g der findes p\u00e5 en gennemsnitsdag. Derudover et link direkte til overv\u00e5gningen p\u00e5 Overskrift dashboardet, s\u00e5 du kan se de seneste resultater med det samme og danne dig et hurtigt overblik over, om du skal g\u00f8re mere ved sagen lige nu. Ligeledes kan du v\u00e6lge at f\u00e5 alarmer tilsendt pr. mail, hvor du f\u00e5r oplistet alle dagens omtaler og p\u00e5 den m\u00e5de hurtigt kan scrolle igennem de nyeste resultater.<\/p>\r\n\r\n\r\n\r\n
Som regel ved de fleste p\u00e5 forh\u00e5nd at en shitstorm er p\u00e5 vej mod dem, men det er ikke altid tilf\u00e6ldet. Nogen gange vender en shitstorm ogs\u00e5 tilbage i 2. og 3. b\u00f8lge og her kan timingen v\u00e6re mindre forudsigelig. Det kan f.eks. v\u00e6re et stykke tid efter at historien har ramt mainstream medier og det er ogs\u00e5 set at en profileret person finder en ny vinkel i et let delbart format p\u00e5 sociale medier.<\/p>\r\n
Endelig er det vigtigt at understrege: En alarm betyder ikke altid at en shitstorm (eller lovestorm) er p\u00e5 vej. Den kan ogs\u00e5 bare v\u00e6re et tegn p\u00e5 at den kampagne du har sat i s\u00f8en samme morgen, er pr\u00e6cis s\u00e5 effektiv som du h\u00e5bede den ville v\u00e6re.<\/p>\r\n\r\n\r\n\r\n
Pr\u00f8v selv<\/h2>\r\n\r\n\r\n\r\n
Det er gratis og fuldst\u00e6ndig uforpligtende at skrive sig op til en 14 dages pr\u00f8veperiode. Vi f\u00f8lger dine resultater og kommer l\u00f8bende med gode r\u00e5d undervejs.\u00a0Skriv dig op til en pr\u00f8veperiode og start nu<\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"
Alarm-muligheden i Overskrift tjenesten fort\u00e6ller dig at du b\u00f8r v\u00e6re opm\u00e6rksom fordi en potentiel shitstorm, intensivering af omtaler af dine m\u00e6rkesager eller interesseomr\u00e5der er p\u00e5 vej. Du f\u00e5r…<\/p>\n","protected":false},"author":5,"featured_media":9262,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"cybocfi_hide_featured_image":"","footnotes":""},"categories":[299],"tags":[661,590,577,660,300,474,478],"class_list":["post-9245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration","tag-alarm","tag-digital-mediemonitorering","tag-digital-medieovervaagning","tag-lovestorm","tag-medieovervaagning","tag-shitstorm","tag-shitstorm-alert"],"yoast_head":"\nEn alarm der giver ro i maven - Overskrifts blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.overskrift.dk\/blog\/2023\/02\/22\/en-alarm-der-giver-ro-i-maven\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"En alarm der giver ro i maven - Overskrifts blog\" \/>\n<meta property=\"og:description\" content=\"Alarm-muligheden i Overskrift tjenesten fort\u00e6ller dig at du b\u00f8r v\u00e6re opm\u00e6rksom fordi en potentiel shitstorm, intensivering af omtaler af dine m\u00e6rkesager eller interesseomr\u00e5der er p\u00e5 vej. 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