Buzz and online reputation monitoring 'ignored' by PR industry

In-house PR teams have been criticised for ignoring the importance of online reputation monitoring, with one industry figure warning such ignorance would constitute a 'sackable offence' in 2010.

'Not acceptable': Nixon McInnes director, Will McInnes
'Not acceptable': Nixon McInnes director, Will McInnes

Econsultancy spoke to 1,100 client-side marketers, PR professionals and digital agencies to establish how they were using online and social media.

Nearly half of respondents - 46 per cent - said they did not use reputation or 'buzz' monitoring tools to discover what was being said about their brand on the web.

'This is clearly not acceptable, but I'm not surprised,' said NixonMcInnes director Will McInnes. 'In about nine months' time, this will be a sackable offence, if the comms head hasn't implemented it. People are flying blind.'

In recent months, brands such as oil firm Trafigura and telecoms company Spinvox have seen their reputations hit by crises fuelled by social networking sites.

Andrew West, managing director corporate, Hotwire, said: 'Nobody can afford to ignore buzz monitoring. We use some of the available tools and have our own technology.'

Of those surveyed, only 17 per cent were using technology to analyse sentiment.

West said several sentiment-monitoring products were 'expensive'. But he added: 'Intelligent interpretation of sentiment provides us with important data.'

The survey was carried out in association with BigMouthMedia.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.