Blekko Makes Influencing the Influencers Easy

Custom influencer searches for PR and marketing professionals who lead brand-reputation programs

Blekko is a new search engine that includes some time saving features for PR and marketing professionals who want to track a narrow set of online publications or domains. By allowing you to select only the domains or pages that you want searched, it helps you stay focused on the people who really influence your business and reduces the spam in your coverage scans.

Blekko uses what it calls Slashtags that allow you to "slash in" or "slash out" what you want in a search. This easy-to-use process allows you to create a complicated search, publish it for others to use and then repeat it quickly. For example, a Blekko user named Max created a list of advertising publications. If you wanted to do a search to see if your company was mentioned in AdAge, Adweek or MediaPost, you would search in Blekko like this:

Company Name /max/advertising

That string searches for "Company Name" using Max's predefined list of advertising domains. A snip of those publications can be seen below.


Instead of getting back a bunch of spam blogs like I do with a Google search, Blekko only gives me back results from the 21 publications that matter in the advertising and media industry. If you add a /date Slashtag, it will sort those results by date instead of relevancy. Another great tool when you are monitoring the web daily for news on you or your competitors.

Additionally, Blekko allows you to publish these searches in RSS so you can share them with your teammates or with your client. Pop them into Google Reader and you have a searchable archive of your news that is easy to read, process and report.

The current downside I'm finding with Blekko is that some of the less-popular domains are only searched every 14 days. Hopefully Blekko will address that issue as they come out of beta and put together the computing power to crawl the Internet faster.

Blekko has been in a super stealth mode for more than a year. They seem to be on solid financial ground with $20 million in financing. I'm not going to call them a Google killer because that would surely doom them. They are building some steam and they gave Robert Scoble a peek at their product in this long, but informative 45 minute YouTube video.




Blekko is really a lot more than the simple features that I've outlined. For example, the SEO rankings are radically different because they are completely open. I'll leave it to others to give you the feature-by-feature review. If you're a PR or marketing person managing the reputation of a brand, you really must give Blekko a try.

You may find that my Blekko links in this post don't work for you. You may need to get an invite to Blekko before you can access them. On Twitter, Follow @blekko and then ask for an invite and they'll direct message you in a day or so. Or you can email your request to scoble+at+ blekko.com (I lifted this address from the end of the Robert Scoble video).

Wikity Whack Your Reputation's Jacked!

Google Sidewiki for PR and marketing professionals

Google Sidewiki has been out for six months and it a is good time understand the strategies PR and marketing should adopt to deal with this new power-to-the-people channel. For those new to Google Sidewiki - it is like Wikipedia, but in this case anyone can comment right on your own corporate Web site. People who come to learn about your company on the well-kept site could see glowing comments from happy customers or spiteful graffiti from upset ex-employees. Instead of arguing if this is evil, legal, or ethical, I'd like to discus how PR and marketing professionals can address this challenge.

When Google Sidewiki was announced, some thought (including me) that this would result in graffiti all over the Web, but it seems that even months later many major brands have no Sidewiki comments. People simply didn't rush out to hate on their easy-to-bash cable company. Like the broader Web, most of the comments that are visible are constructive and seem to make an attempt to be fair. Just because much of the Web is acting civilly doesn't mean that you should leave this channel unmonitored. Like all social tools, each PR department should develop a plan to engage in a meaningful way with people that are attempting to converse with your company.

I pulled this example from Apple.com. When someone navigates to the Web site, Sidewiki prompts the visitor to view the comments. After six months, there are only four entries about Apple. Most of them are positive or neutral, but there is one that really seems to be burrowing into Apple. This opinion can't be removed, but the company has the opportunity to claim the Sidewiki entry and add their own comments (they haven't yet). Company produced comments are often shown at the top and can set the tone for the online conversation. The Web site owner's comments are always shown in green and that difference sets them apart. To help you retain your online reputation and keep the Debbie Downers in check, I recommend that you start with these steps:

Keeping your reputation from getting hijacked by Google Sidewiki:

1. Claim your site - Sidewiki pages should be claimed by the Web site owner. It's a simple process and it allows you to add a post that sets the tone for the other wiki posts. Without any real programming skills, I was able to claim mine in about five minutes.

2. You don't own your corporate Web - the public does - Paraphrasing from a great article on this topic by Jeremiah Owyang, you should shift your thinking on who owns your corporate Web site. The public now owns it, not you. It is best to adjust how you approach all communication now that it is easy for your customers and other stakeholders to add their opinions on your site through social media.

3. Appoint a Sidewiki ambassador - Steve Rubel, Edelman colleague, recommends in this white paper to assign an ambassador to each social network. Sidewiki is one more channel that requires that you establish and embassy and staff it with well-trained ambassadors. They can build relationships and alert you when relations with your community are cooling off.

4. Verify your identity and be transparent - Google is here to stay so it makes sense to invest a little time in your Google profile. A key benefit of the Google account is that it verifies your identity so people know that you are you (mine is here). This free process increases online trust and reduces spamming and scamming. Set a good example for the community and disclose your real name. Account verification instructions are found here.




For a deeper discussion on the ethics, viability and legality of Google's Sidewiki program, I encourage you to read these blog posts. Each has well-developed thoughts and extensive comments that seem to argue both sides.

Google Sidewiki: Danger - Jeff Jarvis - Buzz Machine

Google Sidewiki is PR Game Changer - Mark Rose - PR Blog News

How To Use Google’s Sidewiki For Maximum SEM Benefit - Kevin Gibbons - Search Engine Land

Google Sidewiki: Brands under attack - Malcom Coles - Econsultancy

The corporate Web site as a controlled communication channel has changed with the introduction of Google Sidewiki. Sharp PR and marketing teams still have an opportunity to understand this new user-generated social tool and develop strategies keep your company's reputation from being hijacked.

How has your company addressed comments on Sidewiki? Please post these stories or links to your blogs in the comments section.