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April 27, 2005
Blog Prediction #2 - Blog Macro-Analysis Tools Will Emerge
If this happened already, I'm not aware of it.
For those monitoring their brand online, a more sophisticated toolset is needed.
While BlogPulse, PubSub and tools of the like can tell us of activity around a given keyword, as blogs grow in popularity, a metric that gives us more than the number of mentions is needed.
This is no simple task I realize, but this kind of language analysis shouldn't be out of reach. In essence, the toolset needs to analyze the context of the blog and make assessments about the sentiment of the blogger related to the brand or subject.
In essence, we need a way to hear the macro-message from the crowd of micro-voices.
I don't know how this will emerge and I suspect that a service offering sophisticated macro data analysis could fetch a premium price. At a certain point it become entirely impractical to do qualitative analysis on all these these blog entries, particularly for global brands.
It'll be interesting to see how this emerges.
I think PR professionals would appreciate more structured data in their decision making about how to react to blog activity related to their brand.
Posted by Derek Leverington at April 27, 2005 9:02 PM
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