The company announced a new search engine tool designed to help corporations find what is being said about them in blogs and other media.
Congratulations, Technorati, you just became a focus group.
Factiva Insight: Reputation Intelligence was disclosed in a statement this morning. The product offers a single source where content from radio, television, and online media and blogs can be assessed for marketing opportunities or damage control.
“To fully manage corporate reputation, companies need to pay close attention to what is being said not only in the media but in blogs, message boards and online media too,” said Alan Scott, chief marketing officer, Factiva, said in a statement.
The insights gained from discussions on message boards and in blogs can help a business target its marketing efforts. US Cellular used this approach when it worked with Umbria Communications to help it come up with more effective advertising.
Factiva says it can deliver content found by the product with an easy to use reporting tool. The computer-generated analysis will be provided by technology from Intelliseek, with whom Factiva has an agreement.
The company cites 9,000 authoritative sources, like the Wall Street Journal, and Factiva’s owners, Dow Jones and Reuters; it also claims to search 11,000 web sites and more than 4 million regularly updated blogs and message boards.
Being able to develop more proactive marketing strategies will influence the advertising seen every day. With more companies moving online with their ad strategies, the ability to drill into multiple online sources should be a very compelling motivation for firms to investigate the Factiva product.
David Utter is a staff writer for Murdok covering technology and business. Email him here.
