ComScore's tracking of blog audiences may help companies manage their online reputation
data firm ComScore, in collaboration with Federated Media Publishing in the US, has recently announced that it will track and measure the online behaviour of audiences of blog sites on a worldwide scale. This means that the behaviour of netizens who do not own blogs, but read or comment on various blogging sites, will be monitored and measured. The measure will help marketers know their audience preferences, such as what topics they read and the type of blog sites they visit.
Clearly, brands managers could do with some data when it comes to dealing with the blogs space. In the user generated content (UGC) environment, consumers are reading, writing and talking about products and brands through blogs. And there are chances that this may generate negative word of mouth about a brand, which is why there's a need for companies to track blogs to understand what is being said about them. "ComScore's initiative will benefit companies as they can monitor blogging audiences and plan their communication strategy accordingly," says Prasanth Mohanachandran, executive director, Neo@Ogilvy. He adds that such tracking will help companies in Online Reputation Management (ORM).
In India, blogging is still not very popular and only 30 per cent of the 25 million active Internet users read blogs. About 15 per cent comment on blog sites, according to JuxtConsult's India Online Survey 2007. Sanjay Tiwari, director, JuxtConsult, says, "M