PR becomes part of social media as marketers such as PBS Kids Sprout analyze and interact with their customers. When PBS Kids Sprout launched three years ago the company BuzzLogic was hired to help monitor what bloggers are saying online about the new Sprout program. This was a great idea by PBS to hire a social media company to take on the role of PR to monitor traffic and discussion links on Sprout’s blog. This is a great way to listen to customers feedback and possible ideas for activities or improvements on the program.
Blackshaw says, “Forward-thinking marketers like PBS Kids Sprout are going beyond just what is being said; they are hitting reply. They aren’t just asking what people are saying about their products, but also who is saying it and how much credibility that person or group has towards the success of their brand. So now, not only are companies monitoring their brand reputation but they are also monitoring their customers’ reputations.”
BuzzLogic is helping Sprout find new targets and monitor the people who are blogging about them. This in turn has helped launch an entire strategy. Many companies have come to find that blogs, forums, and postings can make or break their brand reputation.
As PR and marketing come closer to social media, they figure out a way to create relationships with people. Social media is evolving more and more. BuzzLogic recently launched “Conversation Ad Network” which comepensates influential bloggers. They have come to find that reputation really matters. The people with the best reputations are admired by others in the community.
This article is extremely interesting to me. I almost feel like BuzzLogic had an “ah ha” moment. The strategy they have stumbled across about focusing on customers’ reputations is brilliant. That is where it all begins, companies need valued, reputable customers to talk about their products in the most positive light. If you think about it, most people before they buy a new product will go online and check out other customer satisfaction reviews on that very product. These people don’t even know the customers that are giving reviews and their spending habits are now influenced by this strangers comments on a blog or posting. Can you imagine what it would do if a reputable, influential person wrote a review about a product?
I am really impressed with this article over all and think this is going to take off within other companies who are looking to improve.
The information referred to in this analysis is from the article “It’s not just what bloggers are saying, it’s who they are” by Pete Blackshaw
Blackshaw, P. (2008, Oct. 06). It’s not just what the bloggers are saying, it’s who they are. Advertising Age, 79(37), 30-30. Retrieved Oct. 23, 2008, from http://http://web.ebscohost.com/ehost/detail?vid=1&hid=105&sid=7e9506f2-6ace-4ad0-b7ad-f3b0861e47ed%40sessionmgr103&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=34723245