Geocoding the Conversation

It’s not enough that marketers/PR pros know what’s being said about clients/brands.

They should track what language this commentary originated in, how loud it is and if its speed is accelerating or decelerating. That’s just the beginning. We also need to be able to pinpoint locally just where the conversation is strongest or weakest.

Topix.net has taken the first step I have seen in this direction. (Disclaimer: Topix is a CooperKatz client). They have created a real-time map that shows where the contributions from citizen journalists are coming – at least from inside their own walls. We’ll see tons more innovation in the area of conversation geocoding this year. This is data that marketers die for.

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.