Your sunglasses post raises an interesting question
How should say an Optica or a Sunglass Hut handle the blogosphere? Have people tracking their name? And then, if they find these posts, what to do with them? Placate by offering coupons, or at least writing an email to the people complaining? How much follow up and what will that cost?
Do you know what is being said about your company out there? Just a quick Google search – and go beyond the first page – can bring up some interesting tidbits.For a local mortgage company, the fourth and fifth Google response are from a complaint Website, which cannot be good for business. You dig a little bit more, and you find a site that is dedicated to just complaining about the company.
Or, a home builder in Phoenix. It has a pretty good reputation, but when I did a Google search last month, I found a blog post that just notes the company sucks. (I guess sucks is a favorite word in Phoenix). Are either companies tracking Google and blogs? Do they know the tools?
This brings up a good issue – how to track the blogosphere, to see what is being said. It’s an issue that is important for the small business, for the large corporation and company, and the tools out there keep on getting more and more advanced. Today, we’ll look at a few tools, and then recommend what to do.
The thing with Factiva Insight is that it is just more than Blog results, but analytics. It’s the combination of the right content and right technology, to find what is best for the clients, and what is needed.
As noted by Factiva’s CMO, Alan Scott, the line is getting blurred between mainstream media and blogs — and that is what Factiva needs to provide its customers with.
Factiva Insight is to help corporate communications departments monitor and find emerging trends and opportunities from “consumer-generated media” which includes blogs and message boards. The thing for Factiva Insight is that it’s not just showing what is out there, but providing an analytical pattern to track what is being said. For large companies, that is great, and shows that companies get that blogs are influential and that consumer generated media are important, and that trying to track such patterns is exciting for PR/Marketing and important.
Blogpulse is a great tool for smaller businesses, that can help track what is being said out there in the blogosphere. Recently updated, the service unveiled new bells and whistles to help companies track what is being said out there, such as search, a trend tool with trend graphs, and a conversation tracker.
Plus, while blogs are supposed to be egalitarian, there is a tiering system. Blogpulse has BlogPulse Profiles to help a company put some metrics around the bloggers that have written about them. As noted by David Parmet, though, just because a blog isn’t that highly read, it could still be influential. The nice thing is that you can add the search from Blogpulse to an RSS reader, so it’s updated.
Pubsub is similar, but slightly different and a great service that I use along with Blogpulse. Pubsub is one of the main blog search engines, but it’s a little different. The service is currently tracking 14+ million sources for blog entries, and searches blog entries after you set up a subscription to the key words. So, if I want to search for a home builder, I’d start a subscription to those keywords.
The nice thing about Pubsub is that it’s not a historical search, but a future search. Pubsub is a prospective search engine, meaning it ‘searches the future’ for new mentions of subjects you care to be alerted to, rather than a retrospective search engine that only match historical information to search terms. Once you set up a query it keeps looking until you shut it down, and yes, you can also add the search to your RSS reader.
After you have all these blog results, what should you do? Do you respond, or hope the situation goes away? What can be done to respond in the blogosphere? That will be tomorrow’s post….