BLOG Searching for Competitive Intelligence, Brand Image, and Reputation Management

Pikas, Christina K. BLOG Searching for Competitive Intelligence, Brand Image, and Reputation Management., 2005 [Newspaper/magazine article]

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English abstract

Do you know what they are saying about you in the blogosphere? Should you care? Aren't blogs just for kids, political campaigns, and geeks, and of no value in business? If you think that, you're likely missing out on an increasingly powerful information source. Why have blogs, which are simply Web pages with reverse chronologically arranged individual posts, become so powerful? According to David Sifry of Technorati [www.sifry.com/alerts/archives/000298.html], the number of blogs has been doubling at least every five months. The current estimate is that there's over 10 million blogs in the blogosphere. Yet it's not the large number that creates the stir over blogs. Their power comes from the speed of information diffusion, their low barrier to access, and readers' ability to scan many blogs through XML feeds. The vast majority are not journalistic endeavors or political advertising. They are as individual and unique as their writers—and they can damage your company or brand very quickly.

Item type:	Newspaper/magazine article
Keywords:	blog searching; competitive intelligence; environmental scanning
Subjects:	H. Information sources, supports, channels. > HQ. Web pages. L. Information technology and library technology > LS. Search engines. L. Information technology and library technology > LC. Internet, including WWW.
Depositing user:	Christina K. Pikas
Date deposited:	11 Mar 2010
Last modified:	02 Oct 2014 11:56
URI:	http://hdl.handle.net/10760/3785

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