Factiva aims to manage reputation

Factiva has announced the availability of its brand and reputation management tool, Factiva Insight: Reputation Intelligence.

The service delivers content from Factiva's 9000 sources – including The Wall Street Journal and Dow Jones and Reuters newswires – alongside material drawn from 11,000 websites.

Consumer-generated content (from "four million of the most active blogs and message boards") is provided through an agreement with Cincinnati-based Intelliseek.

“There are millions of blogs and message boards worldwide and any one of them can affect your organization or brand," said Factiva's chief marketing officer, Alan Scott. "To fully manage a corporate reputation, companies need to pay close attention to what is being said not only in the media but in blogs, message boards and online media.”

The company is touting the news service as an essential tool for maintaining competitive advantage, and targeting its usage among "communicators, CEOs and brand managers".

The new tool uses subject-matter experts from the recently formed Factiva Reputation Lab, together with text mining and visualization technologies.

Information can be analyzed in conjunction with share price, sales revenues, and other internal data, including lead generation and customer calls, as a means of measuring media impact on the company’s key performance indicators.

“Consumer-generated media is exploding, making it a critical source of decision-making data for corporate and marketing professionals,” said Karthik Iyer, senior vp of business development at Intelliseek.