In coverage of the Blog World Expo, a major topic is Tracking Reputation in the Blogosphere:
“[snip...] moving past monitoring, and into gaining insights from your customers. That’s a pretty powerful statement. Rather than just looking at whether someone is talking about your brand, you can use the blogosphere as a giant focus group. Your customers are telling you what they want. Are you listening? [snip...]” (from Tracking Reputation in the Blogosphere)
That’s a great image and metaphor, a giant focus group; and not just for PR purposes but also for new products and services, feedback and even perhaps competitive analysis.
While there are high priced, and specialized services out there that claim major proprietary technologies to offer so-called marketing intelligence, BlogBridge is an open source product that puts much of this kind of power in your own hands, which is where it belongs.
I recently wrote about the notion of “Online Reputation Management” and why in my mind a better way to look at it is “Online Reputation Awareness.” The idea that you can outsource this crucial function to a consultancy, in my opinion is off the mark.
Another commentator at the same panel says:
“[snip...]Also, understand who the influencers are. Now this is the tough part. The definition of influence is much harder. Robin does a good job of explaining that influence has to be eyeballed, one-on-one. Her presentation also makes the point that companies should be proactive, instead of reactive, and corrective, while remaining authentic.[snip..]” (from Brandstorming)