The importance of monitoring “Noise”

December 18th, 2006

I read today a post on the SearchEngineLand regarding “Buzz” following a recent article in the New York Times named “ Brands for the Chattering Masses” which covered the rapid popularity increase in blogging in the business environment, citing examples such as Dell and Toyota, and introducing readers to Neilson Buzzmetrics.

I have recently been involved in a number of Online (SEO) PR projects for a number of clients here at E-Gain, and the evolution of “Noise” measurement tools has become a fundamental aspect to many of our campaigns here, allowing us to identify potential issues in their infancy, instead of having to deal reactively to a much larger issue.

In his blog at SearchEngineLand, Danny Sullivan said
“My advice to those paying for such services is not to be cheap when it comes to solutions. Don’t spend $20,000 to $500,000 tracking your buzz then balk at paying anything near that amount for a search or internet marketer to help you. Oh — and try not to be a sucky company that gets bad buzz in the first place!”

which I wholeheartedly had to agree with. Unfortunately though many clients do get themselves in these situation, and it is one that does take a skilled  specialist (particularly a UK SEO and PR specialist if you are UK based) in order to strategically plan the most effective way of reducing the effect of that negative publicity.

Entry Filed under: SEO Industry, News and Views, PR Syndication