Kami Huyse, a PR consultant in San Antonio, Texas, wrote what I thought was a great response to a claim that it is absurd that non-profits hire individuals just to monitor blogs.
As a college student who checks facebook.com and myspace.com everyday to see what is going on with other people, I completely agree with her worries that a particular company can be misrepresented by an uncredible individual. As fast as those comments can spread, and as often as people are checking and posting on blogs, the wrong idea can ultimately reach too many consumers or customers.
Is using Red Cross money to hire someone to look at blogs unethical? No.
Any employee can associate their company with drinking simply by putting ONE bad picture on their myspace or facebook page, misquotes about companies on Wikipedia are inevitable, and inaccurate information is bound to be displayed on the Web, which is why it is so important to positively maintain your image on the internet.
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Good to see you found one of my favorite PR blogs. ;-)
You're off to a great start.
Blog monitoring - or using blogs as the normal research function - is a GREAT use of the social media tool in PR! It is no different than looking at traditional media clips - except you get a real feel for the conversation. Also a good way to ensure your employees are living up the company's standards online (remember the Delta flight attendant who lost her job for her racy pic on her blog?).
When it comes to engaging them, though, PR folks should consult previous case studies of "blogging gone wrong" (Wal-Mart + Edelman, anyone?) and the Word of Mouth Marketing Association's (WOMMA) ethical guidelines.
Now for a little plug for me ... if you're around Fall 2007 then it sounds like you might be interested in my social media class.
Dr. Trammell, APR
Grady College, ADPR
any suggestions for methods to track blogs? I'm now going to be doing blog monitoring for work and am not sure where or how to start!
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