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Measuring online conversations

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TechCrunch on yet another services that will monitor what blogs are saying about a brand/product/company. This time PR Newswire partners with Umbria, in creating a product called “MediaSense
Blog Measurement”.

Why do PR Professionals need a service to find out what bloggers are saying about their clients by a third party?

Media monitoring services still play an
important role in supporting PR, but this old school model comes from a
day before the Internet where national media monitoring via a third
party was essential, simply because there wasn’t an alternative, and in
many cases, for print, radio and TV there isn’t an all inclusive
alternative today. And yet blogs and consumer generated media are the
children of a new age, an online age where information is accessible
online anywhere in the world at the touch of a button.

This is what  I think whenever I see an announcement for such a service. I guess it is low hanging fruit for those who know how to use live web search. It’s not difficult to set up feeds of selected words searches and configure RSS reader so it’s easy to monitor them.

Occasionally I come across proposals from such agencies to my clients. I always show them how to do it themselves. That’s the whole point – disintermediation can work for companies too, not just individuals. Go figure.

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One Response to “Measuring online conversations”


  1. Kristine Lowe
    on May 6th, 2007
    @ 10:24 am

    Monetising Blogmonitoring

    A recent ’seminar’ on blogging by media intelligence company Cision left me somewhat baffled. The talks, by Richard Gatarski and Alexander Mason, were inspiring enough, but Cision used the seminar to launch its plans to offer new, and no doubt

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