terça-feira, janeiro 03, 2006: Tracking blogs and discussion groups offers companies candidly expressed opinions about their products and those of competitors

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"The controversy over trans fats is a seminal case of the dramatic role that online communities and their influential participants play during industry crises," Jonathan Carson, CEO of BuzzMetrics, said in an Aug. 16, 2004, press release announcing his firm's research report on the trans fat situation. "Online word of mouth enabled a lawsuit against one company to shift into a major food-industry policy and public relations crisis."

Kraft is not one of BuzzMetrics' clients. But the results of the firm's research was instructive to many companies that are its clients, including blue chip companies such as General Motors, Hewlett-Packard and Target, that engage BuzzMetrics to monitor, track and analyze the ways that the public talks online about their products and brands.
"When you're listening to the Internet, the discussion is taking place in real time."
--Sue MacDonald, spokeswoman, Intelliseek

Another business that helps companies with the monitoring of blogs, discussion groups and other forums is Cincinnati's Intelliseek, which represents industry giants such as Canon, Ford Motor, Microsoft, Nokia, Philips, Sony, Procter & Gamble, Toyota and others.

The premise behind services like these, as well as companies' own internal Internet-monitoring programs, is that online discussions--be it in forums, on blogs or elsewhere--are a modern replacement for customer satisfaction surveys or focus group reports, which can take months to compile and analyze.
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[print version] Why companies monitor blogs | CNET News.com

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