At /Message, Stowe Boyd comments on the rise of the corporate blog monitor:
I think it is more likely that a role analogous to press relations will arise: blog relations. These folks will keep tabs on Blogpulse and Technorati, to see what is going down, but they will also maintain and active and on-going relationship with the major bloggers in their sector.
I know of several major corporations in the midwest that are doing something similar to this currently.
At least one Fortune 500 company I’ve advised recently is using Buzzmetrics in order to monitor blogs and produce a daily intelligence report that is shared amongst a few hundred senior executives and decision makers within the corporation.
Another Fortune 500 company I’ve talked with recently is using Bloglines along with a large list of query feeds from sites like Technorati, Feedster, and Pubsub to monitor thousands of keywords and then distill this into daily intelligence and “pulse” information that’s useful to them. This is a large corporation that has its own business intelligence team to track this information down each day.
I’m more of a fan of the in-house solution rather than outsourcing the process – I think one good business intelligence anlayst is worth their weight in gold.
While many corporations are doing blog monitoring in various ways, I’ve yet to see a corporation truly engage the blogosphere in a way that gets me hot and bothered. Sure all of the Web 2.0 groups do it – but when is a Fortune 500 CEO going to hit the blog and do it consistently – without the media handlers? When will the Executive Vice President, Marketing get up and talk about what they’re doing on a blog.. or perhaps more interesting, when will a major CFO start blogging and tell the truth about Sarbanes-Oxley and the serious pain in the arse it is to comply with…
The opportunity is there… waiting to be seized.. Don’t be afraid…
Matt Craven is the former editor & publisher of The Blog Herald. Currently, Matt is the co-founder of Bryghtpath LLC, a consulting practice located in Woodbury, Minnesota. Matt's presently looking for new blogging gigs. Ping him at matt (at) bryghtpath dot com. You can follow him on Twitter.