Filter launched to combat web negativity

A Dublin-based PR shop has launched a service which it claims can help clients combat negative coverage on the web.

Frison-Roche: Hopscotch MD
Frison-Roche: Hopscotch MD

Hopscotch Communications has set up the Online Opinion Audit service to analyse exactly how brands are talked about by consumers on key websites.

In particular, it tracks coverage on prominent blogs and social networking sites.

Hopscotch MD Patrick Frison-Roche said: ‘Recent research suggests that one third of European e-buyers forwent a purchase last year owing to negative comments they had read on blogs.

‘This adds up to almost 40 million missed sales and is something at which companies need to be looking seriously. After showing clients the analysis we discuss with them the best ways of   addressing the perception consumers have of their brands.’

Clients who have already trialed the service including beauty chain Sephora and financial services group Société Générale.

Hopscotch Communications’ European HQ is in Paris.

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