Nifty little article from the guys across the pond at Marketing Vox. Should brand owners be outsourcing this to agencies? I think so. They expect PR pros and other marketing professionals to know what is topical and will gain media purchase offline and so why should online be any different?
Online monitoring sounds really big brother and 1984 and it will be interesting to see how monitoring solution companies such as Radian6, Nielsen Buzzmetrics, Cymfony etc confront this issue. I googled Radian 6 recently and came across a post that interested me, a blogger at Gisvold.com written about him/her checking their webservers log profiles and found that Radian6’s crawlers had been on his blog. He had then blogged about how it then directed him to a page saying that he had a wide enough readership to be crawled and to think of it as a compliment! Interestingly, reaction on his blog was mixed, but I think the take-out here was how transparent Radian6 were and as such, were able to maintain their credibility. The aforementioned post can be found about the 4th result down in a google query for Radian6, but weirdly, the link is not broken… perhaps there is another chapter to this story…
1 year ago