The Economist (subscription required) speaks to the fact that while bloggers can be vicious, but they can also help companies avert disaster. What is interesting is the number of measurement companies they point to - Biz360 also offers good services in this area.
The spread of “social media” across the internet—such as online discussion groups, e-mailing lists and blogs—has brought forth a new breed of brand assassin, who can materialise from nowhere and savage a firm's reputation. Often the assault is warranted; sometimes it is not. But accuracy is not necessarily the issue. One of the main reasons that executives find bloggers so very challenging is because, unlike other “stakeholders”, they rarely belong to well-organised groups. That makes them harder to identify, appease and control.
Steve is quoted. There is alot of focus right now on issues tracking as it relates to blogs. This is a critical activity for any communications team and will drive all kinds of new revenue streams for the measurement companies. What is equally important is the need for a focus on measurement of the effectiveness and reach of social networking/media/communications - whether it is happening to you, or you are driving it in the market.
