Sunday, October 08, 2006

PR pros should ‘monitor and engage’ bloggers

Asit Ranjan Mishra reports in exchange4media

What should consumer brands and PR agencies do in an environment where they don’t have control over discussions happening on the Internet about their brands and clients? “Monitor and engage,” feel the experts.

On the last day of the ICCO global PR conference in New Delhi, speakers called on PR professionals to carefully monitor the user-generated content of online users.

Christopher Graves, President, Asia Pacific, Ogilvy PR, said that consumers now put their reviews on products online and shared it through social networking sites like MySpace, blogs, photo-sharing sites like Flickr, tagging sites like, video sharing sites like YouTube and podcasting.

“We not only need to monitor them but also explore how best we can engage with them,” Graves observed.

Describing a common Indian Internet user, Ajit Balakrishnan, Founder & CEO,, said, “It is wrong to assume that only IT professionals are active on the social networking sites. The common Internet user is young within the age category of 15-35 years.”

“Tracking sites like Technorati and Flickr could be of great help to PR professionals,” Esther Dyson, Editor, Release 1.0, for CNET Networks said.


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