If a blog is posted, does anyone hear it?
When should your organization pay attention to blog coverage or commentary? How can you tell when a blog has momentum?
First of all, you should track all blogs that are related to your organization — no matter how small a following they may have. After all, if you can find someone talking about you, so can anyone else.
Plus, the reality is traditional news outlets are losing their influence.
According to media expert and author of Tuned Out, David Mindich, media coverage is becoming more personalized.
Opinions leaders and influencers are becoming more numerous, diverse and harder to track. To be effective in this new media era, where Britney Spears’ latest hairstyle is worthy of front-page coverage, communicators of all kinds must learn to adapt. And the best way for them to do so is by increasing their reach and having a better understanding of issues through vigilant media monitoring and analysis. After all, half the battle of communicating is learning how to listen.
Furthermore, as blogs emerge as a key influencer, key metrics such as reach might have to be augmented with Google PR ratings and server requests.
