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A little bird told me Manage your brand’s reputation with blog search tool IceRocket

Posted by tom klein August 10, 2007 at 2:30 am

The web continues to democratize publishing and and turn journalism upside down. The blogosphere can get people to buy, but it can also turn people off. Given the importance of blogs, how do you keep track of who’s saying what . . . and where?

One tool merits your attention - Icerocket. Use these tools to monitor blog postings about your brand, product or company. Say you manage the iconic Cheerios brand. With a simple search on IceRocket, you can see that in the past month that 12 blog postings were made that mentioned Cheerios. One announces a Cheerios sponsored writing contest, another actually reviews a new product - Oat Cluster Crunch Cheerios. You can specify a search for Cheerios on MySpace, which turns up items from myspacetv, including this video of a baby eating some Cheerios.

This search tool can just as easily turn up web content that’s more disconcerting. If you’re interested in engaging in the online version of reputation management, start with blog search.

IceRocket’s Who’s Got More Buzz tracks the number of blog posts as an indicator of the overall popularity of several different brands or celebrities, including comparing Jennifer Aniston to Angelina Jolie. You can track your own brand’s mentions against competitors, by using the Blog Trends Tool. And, importantly, subscribe to updates by RSS (see syndication & RSS).

So, what do you do when you find a negative brand mention in a blog? Don’t panic. One negative mention does not a crisis make. When your brand is getting negative reviews, many times the best solution is to use your superior knowledge of search marketing and search engine optimization to place an alternative view at the top of the search engine results page (SERP).

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