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Who's Afraid of the Big Bad Bloggers?

Bloggers can be kind as well as cutting when talking about national retailers and brands. In fact, they have more in common with mainstream media than many marketers suppose.
Full article by eMarketer: http://www.emarketer.com/Article.aspx?R=1007054

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Permalink Reply by Val on April 24, 2009 at 8:06am

Thanks for posting, Ziv. The data is pretty interesting:

CARMA found that 41.4% of all blog coverage of select national retailers was positive. Nearly 31% was neutral and only 27.8% was negative.

As product marketers, this is a reminder to engage and listen to those that engage in the brand not just pop in and out of relationship with it.

Val

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Permalink Reply by Sabra Goldick on April 25, 2009 at 11:36am

Thanks for sharing!

This article's focus on blogs is interesting, but too narrow for me to say - phew!
As a product manager/product marketer, my interest in what's being said online includes review sites (Yelp, Amazon) and social networks (Facebook, Twitter). These channels have a broad reach and a few loud negative people can make a lot more noise than their numbers suggest. I think Facebook is an interesting case study. When they launch a redesign, there are always loud unhappy noises. And then a Facebook group will form around the topic. From the # of group members, it becomes clear if the loud voices are representative of the majority, or not. Thanks to the social networking activity, Facebook product management can look at these indicators to decide whether to react, or to wait and let members get used to the changes enough to see the benefits.