As blogs proliferate in number and readership they are becoming an effective voice to beat-up on underperforming brands, so much so that a nascent market has emerged to alert companies to what is being said about their brands.
In a recent case of blog anger, a frustrated computer owner complained loudly on his blog about the poor service he received from PC giant Dell. The blog gained attention, daily visits in excess of 10,000, international media coverage and, eventually, a refund from Dell in late August.
By then the damage was done with further coverage and research surfacing about declines in satisfaction with Dell’s previously vaunted customer service.
To alert companies to angry blogs, which they may not know about but current and potential customers do, companies such as data vendors LexisNexis and Factiva are launching blog-monitoring services.
LexisNexis will cover 12 million blogs and Factiva will track 4 million blogs.
BusinessWeek reports that their goal is to provide a dashboard where companies can track blogs about themselves, their products and their competitors, and whether the blog comments are negative or positive.
Expect a growth market in blog monitoring with search engines and CRM suppliers also throwing their hats into the arena.
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