Factiva Jumps Into Reputation Monitoring

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A new online reputation analysis tool from Factiva promises to monitor brand chatter across blogs, mainstream news sources and consumer generated media.

Factiva's Insight Reputation Intelligence offering monitors coverage of a company or brand through the maelstrom of modern media. The tool will pour through material published in The Wall Street Journal, WSJ Online, the Dow Jones and Reuters newswires, over four million blogs and active message boards, and 11,000 other Web sites, the company said. Factiva is a joint venture of Dow Jones and Reuters.

"In conversations with other chief marketing officers, I've noticed that reputation and measurement are top of mind for many of them," said Alan Scott, Factiva's CMO. "With the growing volume of information available to marketing executives - in the media, on the Web, in blogs and message boards - it's not humanly possible to keep on top of the issues that they know are affecting their company."

Factiva has partnered with Intelliseek to provide monitoring of blogs and consumer generated media. Companies including Cymfony and Moreover also offer news and blog listening services.

Customers will receive graphical reports intended to help manage and craft brand management and reputation strategies. These purport to show how various media sources portray a company, its brands and its competitors.

"It's... difficult for them to see what threats or opportunities might be on the horizon," said Scott. "Yet discovering and proactively responding to these threats or opportunities are what will be the marketing executive's competitive differentiator."