Blogs:The Real Link to the Consumer


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        In Chapter 5, David Meerman Scott details four ways blogs can be used for marketing and public relations (p.84). First, blogs allow you to monitor feedback from millions across the web; making it relatively easy to ascertain public opinion about your organization/brand. Blogs also provide an outlet for engaging with a larger community by commenting on the blogs of others. Third, blogs provide an opportunity to connect with other people who produce content relative to your field of interest. Finally, by introducing new, relevant, or controversial subjects, blogs provide a way to shape dialogue about your company/brand.

         Blogs can also help an organization to manage its public reputation. Using text-mining technology, organizations can scan the content of millions of blogs to identify consistencies in consumer-generated content. The voluntary opinions and comments about an organization found in blogs provide an unbiased picture of the consumer's perception of its product and activities. Technorati is a blog search engine that scans more than 100 million blogs. It allows organizations to conduct isolated key word searches among the blogs it tracks and evaluate content deemed to be relevant. Google Blog Search is an alternative to Technorati that allows an organization to scan blogs for relevant user generated content; familiarity with Google may make this service more inviting for some users. In addition to the two sites previously mentioned, various other simple and sophisticated blog search engines exist. However, the understanding derived from consumer blogs is much more important than method chosen to scan for the information. The voluntary user-generated content found in blogs is an invaluable resource to any organization- nowhere else is there a better source of genuine consumer outlook and opinion. D.M. Scott: Chapter 5, p.85 

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