Online word of mouth and brand DNA

How can advertisers track online word of mouth about brands when there are more than 70m English language internet blogs? This article examines tools called brand association maps to measure what is said online about companies such as Nike and ConAgra Foods.

Online word of mouth and brand DNA

Alex Burmaster, Nielsen Online

At the time of writing there are nearly 72m English language blogs worldwide, according to BlogPulse, and more than 1m new messages will have been posted in the last 24 hours. Whilst that...

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