An article in Clickz discusses a new online reputation analysis tool from Factiva that promises to monitor brand chatter across blogs, mainstream news sources and consumer generated media. Factiva is a joint venture of Dow Jones and Reuters.

In a previous post on monitoring online reputation, I wrote about IBM’s reputation tracking tool, WebFountain. Being able to monitor reputation online through consumer-generated media like blogs and other news sources is a development that most PR and marketing managers would welcome.

According to the article:

Factiva’s Insight Reputation Intelligence offering monitors coverage of a company or brand through the maelstrom of modern media. The tool will pour through material published in The Wall Street Journal, WSJ Online, the Dow Jones and Reuters newswires, over four million blogs and active message boards, and 11,000 other Web sites.

Customers will receive graphical reports intended to help manage and craft brand management and reputation strategies. These purport to show how various media sources portray a company, its brands and its competitors.

Discovering and proactively responding to these threats or opportunities are what will be the marketing executive’s competitive differentiator.

Via Marketing VOX