Beyond Chatter: Monitoring Online Ecosystems

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There's a flutter of activity in the ad-agency world around the subject of tracking online conversations.

WAPO reports on a tool call Buzz Manager, "a Web-based research tool that trolls sports blogs, message boards, podcasts, YouTube and similar sources, capturing relevant chatter on behalf of a client" -- whether a racecar driver, corporate sponsor or sports league. That information is analyzed for content and impact and then translated into a Buzz Rating -- a single number on a scale of 1 to 10.

In my view, this is just an online version of the old "press-clipping" service that PR companies would go use in the old days of Web.0!

What they're missing is a map of the entire ecosystem. How does traffic (and attention) flow through the ecosystem? How many people are in the ecosystem? Which sites are positioned as hubs in the ecosystem? Are they friends or foes?

Wait a minute. That's why we developed our Ecosystem Intelligenceā„¢ Services.

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This page contains a single entry by Christian Sarkar published on May 29, 2007 12:18 PM.

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