When we first speak with a brand manager or a PR person they normally ask us these questions:
“What are people saying about my brand in blogs?”
“Can you help me monitor that?”
We say: we can help you monitor blogs, but first you need to do to help us define the questions you want answered. Monitoring [...]
Archive for the ‘Reputation management’ Category
How to monitor blogs: it’s about knowing the questions you want answered
December 28th, 2006 — MarkWhy is consumer-generated commentary so negative?
October 26th, 2006 — MarkA client, reviewing some of the sentiment scores on the net approval work we have been doing for them recently asked: “why are these people so negative? We don’t get these scores from our off-line net promoters work.”
The client was identifying a pattern we see quite regularly. Online commentary is more negative than [...]