With an every increasing number of people going online to blog and engage in social networks there is an increasing number of on-line tools available to enable individuals and organisations to monitor discussion about their brand.
These tools amalgamate results from several sources including technorati and google blog search.
Companies and organisations need to monitor these networks to measure the success of their social media campaigns together with working to minimise the impact of negative conversations about their brand.
You cannot, and should not attempt to, control what is said about your brand in social media, however by being aware of these conversations you can utilise what is said to help drive improvements in your organisation and through reasonable responses aim to mitigate their impact.
Christopher Wellbelove DL 