Brands scratch at the surface of online conversations

May 19, 2008

Last week I looked at two social media services and wondered why brands weren’t taking advantage of the wealth of information about the products and services, being offered directly from their customers. Ad Age must have seen my post because they responded with a piece about a company which is hawking a brand monitoring service that is raking in the loot. The company, MotiveQuest, offers month long studies of the chatter happening about and around brands for $30k to $75K.

While I havent seen any of these reports, based on the description in the article they seems fairly superficial. They are only using keyword matches and user tallies to provide brands with “insight” into what people are saying. While I’m sure its a huge leap over what they had previously, that is to say nothing, simply giving demogrphic information based on keyword matches isnt really pushing the boundaries of what possible and knowable. When digital agencies start offering psychographic profiles and “viral value” of users that discuss a product online and then help brands engage with them is when it will get really interesting.