Monday, August 11, 2008
Vocus helps companies adjust to new media
To appreciate the power of the new media, think of the blogosphere and social networking world as a dam, lined with many cracks. Obviously, every crack has the potential to become a major leak, and it' s virtually impossible to devote equal attention to each one. You may focus on the wrong area, and before you know it,you suffer a devestating flood of negative press.
Until the 2000s, executives only had to monitor the four major TV news networks and about 10-20 major daily publications (NY Times, Wall Street Journal,USA Today). Obviously, that's all changed, thanks to the new media.
As social networks,blogs and other online media become increasingly relevant to modern business, PR companies such as Vocus are bridging the media gap for CEO's and company leaders.
Most companies don't have the time or manpower to track blogs and networks all day, and that's where Vocussteps in. Vocus spreads your name to the top bloggers and news sites, but it also offers Sentiment Analysis, a tool that tracks press, positive or negative, regarding your company- in real time. Reports are offered in graph form,for easy and instant insight into your company's current image.I interviewed sales executive Joshua K. Gondwe, who outlined the tool's features.
You can render reports that show- are you getting a positive zone on these articles or negative? You can print out a report with graphs and insight to see what publications are saying. You can see how people are talking about you and how they view you, and your customers are ultimately paying your salary.
For those CEOs and leaders who aren't familiar with the background, rhetoric and tone of blogs and social networks, Vocus advises a personal approach toward new media and explains the differences between the traditional methods of PR and today's new challenges.
We try to educate them on the fact that bloggers are real people. They care about specific issues and want you to understand them before you approach them.
What does this evolved form of PR signify? It validates what we already suspected- that over time, your online reputation, whether it comes from USA Today or a random blogger in Boston, can morph into one of your biggest assets, or one of your heaviest liabilities.
By Matt O'Hern at 09:39 AM | Comments (3)