Monitoring Chatter on the Web
One way to measure marketing ROI is to monitor Web chatter about you, your company, your brands, your competitors, your industry terms, etc., on the web.
I came across a company today, Techrigy, with a product called TechrigySM2 that offers this service. They offer free to monitor five search terms and up to 1,000 results…not per term. If you want more than that, you’ll pay $600+/month. I’m assuming they use a sliding scale depending on the size of the company that wants it.
They monitor the following:
- Blogs
- Wikis (Such as Wikipedia)
- Message boards/Forums
- Video/photo sharing website (such as Flickr and YouTube)
- Mainstream media blogs (such as the New York Times blogs)
- Microblogs (such as Twitter, Pownce, Friendfeed, and Plurk)
- Social networks (such as Facebook and MySpace)
And, of course, they offer a whole bunch of additional options such as “Sentiment Analysis,” “Discussion Clustering,” and it all ties into their new parent company’s platform that includes Campaign Management, Web Content Management, Email Marketing and Marketing Analytics tools.
I’m checking it out myself to see what I can get out of it…you should too. One thing that I’ve found it’s great for is to find other bloggers and Twitters who are discussing marketing ROI, so I can follow them. It’s just too bad they don’t offer a more limited package for small businesses at around $50/month.
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