Marketers Scan Blogs For Brand Insights

Carl Bialik from the WSJ writes "Paying tens of thousands of dollars to companies that scan blogs helps companies decide on products and advertising, the Wall Street Journal reports. For example, the practice helped U.S. Cellular better understand prospective teenage customers: 'Using technology from Umbria Communications, a Boulder, Colo., company that aims to identify demographic groups online based on their speech patterns and discussion topics, WPP's G Whiz concluded that teens were really anxious about exceeding their cellular minutes, often because parents make them pay if they talk too much. The teens also resented being ambushed by incoming calls that pushed their minutes up. U.S. Cellular says that led U.S. Cellular to offer unlimited call me minutes.' Also of note: Intelliseek's Pete Blackshaw 'says companies used to dismiss vocal complaints from one or two consumers as an aberration. But now, they have to pay attention because now those complainers may have blogs. '"

Comments

Marketers need your help!

[quadra23]

Now you can safely say that your blog is helping someone else get rich with no requirement to remember you in the credits! I would definitely say this is a rights issue.

Imagine some company reverse engineer a number of different software programs (word processors for example) to find similarities between codebases -- how is that any different? What I write in my web blog is my IP just as that code is the company that packaged their code into a product. I think we can honestly say this service doesn't care where they pull the information from (although it would be hard to keep track of it all of it, but that's only a side issue). Isn't this the basis of copyright -- credits and permission?!

Re:Marketers need your help!

[pregister]

So...you have a blog. You write in it daily. Its on the web where anyone can read it. Supposedly, you _want_ people to read it.

You don't, however, want anyone to learn anything from what you've written? Or actually think about it? Sure, they can't copy your blog and use it in advertising or anything but actually consuming the information you're putting out on the web is also wrong?

Isn't the whole point of blogging to let other people know what you think about something?

You think someone reading a blog is similar to reverse engineering a word processor? But...but...*head explodes*

Re:A single angry customer makes a lot more noise.

[RobertB-DC]

Or, in other words, "I saw it on the Internet, so it must be true..."

A perfectly valid point, but that's the beauty of Google's PageRank (when it works, of course). One raving lunatic could put up a page describing how he got screwed by, say, ThinkGeek. He could detail how he bought a shirt and it arrived too small and the company refused to issue a refund, etc etc.

If it's a real problem, then others will probably have had similar experiences, write about them, link to each others blogs, and so on... until the pat-on-the-back web gets dense enough to move up the Google rankings.

If the truth is that the guy ordered a medium shirt for his 400-lb carcass, and tried to return it after a 4-hour pizza buffet binge, and sent it by carrier pigeon with a note saying "SEND ME ONE MILLION DOLLARS OR ILL BLOG!"... then nobody else will link to his blog in a "me too!" context, and it will have no effect.

So, it's not "I saw it on the Internet, so it must be true." It's "I saw it in the first page of Google results, so it must be true." :)