Feedster/Biz360
Keep Eyes On The Mob
WebPro News, December 14, 2005 By Jason Lee Miller
A lot of criticism was flung at Forbes' Daniel Lyons after he characterized the
blogosphere "an online lynch mob" that swarms the object of their blog-rage, whether the information is accurate
or not. Lyons created
his own self-fulfilling
prophecy and was
cyber-lynched by
the same collection
of pundits he had
accused.
Point made, Mr. Lyons, the blogosphere can be a nasty place, especially if you're
in the business
of managing a public
image. The phenomenon
has set off a competitive
market for online
reputation management-a
ring in which Feedster
and Biz360 were
quick to throw
their hats.
On
Monday the two
companies announced
a partnership to
provide marketing
and communications
professionals with
a service that
gleans intelligence
from the increasing
volume of blog
and wiki content
discussing companies,
products, competitors
and trends. BlogView,
an expansion of
Biz360's Market360,
automates sentiment
ratings and surfaces
topics and influencers
related to the
aforementioned
categories.
Biz360's
Senior Manager
of Market Strategy,
Tony Priore, refrained
from making mention
of previous public
image metrics providers
like Intelliseek
and IBM's Public
Image Monitoring
Solution. But Glover
says the service
is unique because
of a pending patent
technology, with
the technological
aid of Feedster
refreshing 18 million
feeds a day, that "learns" a client's understanding of language nuances.
"Our
biggest differentiators
are our Point-of-View
Sentiment and Auto
Discovery technologies,
which allow us
to deliver far
deeper and relevant
intelligence than
other services," said Glover.
"We're
the only company
that has automated
sentiment ratings
toward specific
companies, products
and issues you're
tracking. Also,
Point-of-View Sentiment
is a machine-learning
technology that "learns" a client's style of rating--what's positive to one client may be negative to
another, there's
no one-size-fits-all
when it comes to
rating sentiment."
Auto
Discovery surfaces
buzz phrases, influencers
and brand associations
related to the
topic. For example,
marketers can answer
questions like "what's the buzz around the latest iPod?" or "who are the influencers driving discussion of Avian Flu?"
This
contextual analysis
technology is fed
by active blog
feeds provided
by Feedster for
real time monitoring.
The blogosphere,
like a house of
mirrors, makes
it difficult to
identify reality-a
problem that Feedster
president Chris
Redlitz says this
partnership aims
to solve.
"The
Blogosphere is
noisy and hard
to track since
for every legitimate
blog there are
dozens more that
are essentially
fake. Feedster
has an advanced
ability to monitor
everything in the
blog world and
provide Biz360
postings that are
meaningful and
actionable," said Retlitz.
BlogView
is available now
as part of Market360,
which supports
RSS, or as a standalone
service. The capabilities
will also be available
through LexisNexis
MarketImpact and
StrategyOne's MediaMind.
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