Companies Wake Up to Blogs' Barking

Dell learned recently about the growing power of the blogosphere when it
recalled 4.1 mn laptop batteries after a video that showed one of its computers
bursting into flames was posted on the Internet. The brief clip zig-zagged
through cyberspace and went from cult viewing to national television.

Dell's spokesman Jess Blackburn insists that the company had been working
to address that particular problem long before the bloggers got hold of it. He
adds, though, that Dell has begun keeping tabs the blogosphere.

“We began a concerted effort in the springtime,” says Mr Blackburn. “We
do try to stay alert to what's being posted out there about Dell, although we
only respond when we think there are completely inaccurate reports and
misinformation.”

Many firms have started to pay attention as a rapidly expanding slice of
cyberspace is devoted to vitriolic, often obsessive blogs listing the
shortcomings of well-known companies.

Among the longest standing is Untied Airlines, a blog on the woes of
America's second largest carrier, United. Its recent highlights include an
account of an unaccompanied minor who was delayed twice, re-routed and not given
anything to eat or drink all day. The staff member looking after him uttered the
memorable words: “I can't talk to your mom, it's not in my job
description.”

There are well over 35 mn blogs on the net. Keeping abreast of all of them is
impossible. But Nielsen BuzzMetrics, a New York firm, has developed an expertise
in monitoring blogs, it works for 150 of America's Fortune 1,000 firms.

Guardian