The Economist (subscription
required) speaks to the fact that while bloggers can be vicious, but they
can also help companies avert disaster. What is interesting is the number of measurement companies they point to – Biz360 also offers good services in this
area.

The spread of
“social media” across the internet—such as online discussion groups, e-mailing
lists and blogs—has brought forth a new breed of brand assassin, who can
materialise from nowhere and savage a firm’s reputation. Often the assault is
warranted; sometimes it is not. But accuracy is not necessarily the issue. One
of the main reasons that executives find bloggers so very challenging is
because, unlike other “stakeholders”, they rarely belong to well-organised
groups. That makes them harder to identify, appease and control.

Steve is quoted. There is alot of
focus right now on issues tracking as it relates to blogs. This is a critical
activity for any communications team and will drive all kinds of new revenue
streams for the measurement companies. What is equally important is the need for
a focus on measurement of the effectiveness and reach of social
networking/media/communications – whether it is happening to you, or you are
driving it in the market.