Market intelligence corrupted by spam
Blogs will fail to clearly reflect the world's ongoing conversation, as promised, until a solution is found to weed out the spam. This is a problem for companies monitoring blogs for market intelligence. Example: I was on a conference call a couple days ago with executives at Factiva, the Dow Jones-Reuters joint venture. They were showing me their new Factive Insight reputation intelligence tool. In a test case, we looked at press and blog coverage from Hewlett-Packard's perspective. We saw all kinds of charts showing how much was being written about printers, the stock price, the new CEO. But when we clicked to see what a specific blog was saying, we came face-to-face with a spam blog. It was an embarrassing moment for Factiva. But until spam is under control, they'e hardly the only ones in the blog world with corrupted data.
I'll be out all day on interviews. Back tomorrow.