Stefan Pollard wrote an interesting article in today’s ClickZ newsletter called “How WOM Affects Sender Reputation.” In it, he advised email marketers to consistently poll the web for mentions of their company name, product names, etc.
That’s great advice to email marketers from an email marketer.
However, he missed one important point: you can use RSS tools to automate that reputation management process, and have any mention of your company name, product name, your name, etc. delivered right to you.
My feedback to Stefan:
“You’re absolutely right about talkers, and it’s interesting that many people are just being clued in to online reputation management.
As a hint for your users, checking online reputations can largely be automated using an RSS system (like that from Attensa) that constantly polls the internet for mentions of your company, product names, etc.
RSS readers are free, and for PR professionals (and Marcom folks) an alert sent to your Blackberry with good or bad news can be the difference between reputation management and reputation erosion.”
Will he rely only on his email to pick up the comment? When will he know I’ve blogged about it, too?
To me, that’s the trouble with email, and the beauty of RSS.