Some interesting data about brand monitoring offine and online
Reputation and brand are two sides of the same coin. You need to monitor one and build the other
–
Paul Dunay
Buzz Marketing for Technology
A recent survey conducted by Buzz
Marketing, and sponsored by Marketing Profs and Trackur, shows that
more than half of the BtoB marketers polled aren't adequately prepared for an
online crisis.
Although the sample universe was small, it is an indication of what BtoB
marketers are thinking and doing.
60% say they have a good understanding of their current reputation
63% don't have a blogging policy in place
53% place strategic importance on measuring and monitoring their reputation
in 2008
Only 42% have a strategic plan in place to manage their online reputation
More than half (54%) are not monitoring tradiitional media using
services like Burrells/Luce or Bacons
63% are monitoring social media and blogs with free online services
Only 33% use a paid subscription service to monitor online content
54% say they are leveraging social networks ike Facebook and LInkedIn
45% are monitoring their brand on these social networks
71% say they are not developing widgets that can be added to social
sites
People are online and they are talking about brands - and it's not
only consumer brands.
Many other studies have shown that BtoB buyers are just as likely to
research online before purchase and they are sharing intelligence and
information in niche social networks.
