Thanks Max, for pointing us towards the Forrester Consumer Generated Media report, published thanks to Nielsen BuzzMetrix. The report is an invaluable read, and free thanks to BuzzMetrix, I guess part of the reason for BuzzMetrix putting it in the public domain is the positive write-up they get in the report, along with competitor Cymfony.
The body of the report is just 9 pages, which makes it an easy read. The report points out that that whilst products such as Google’s Blog Search, Alerts, and Trends are free, they are too limited and too time consuming to be used as a method of monitoring a brand’s WOM on the net.
One interesting feature of Forrester’s evaluation is they did not include companies which focused on a single medium, such as press clippings services or companies only monitoring blogs. Forrester clearly recognise that WOM is wider than any one manifestation of discourse.
The report found Cymfony and BuzzMetrix to be the strongest players in this international market, the main criticism of BuzzMetrix was that it did not mine mainstream media channels. MotivQuest and Biz360 were listed as the closest rivals. Factiva, Umbria, and Brandimensions did not fare so well, being relegated to the category “considered for specific use”.