NEW YORK—Edelman and blog search leader Technorati have formed a relationship to enable Edelman multinational clients track global conversations about their brands, protect their corporate reputation, and develop insights that help them participate in online conversations.
Technorati will develop localized blog search tools in Chinese, Korean, German, Italian and French. The agency’s global account teams will retain exclusive worldwide use of these sites until early 2007 and Edelman staff will be able to use the data to provide insights to clients, and facilitate a sustained dialogue.
Each local language site that Technorati develops for Edelman will be able to understand search queries and return back relevant blog results in the user’s native language. In addition, the sites will break out the top 100 blogs in each language, as measured by in-bound links. All five sites will be delivered to Edelman during the third quarter, starting with French.
“Bloggers drive the media agenda in virtually every country around the globe,” says Edelman CEO and president Richard Edelman. “It’s critical that we equip our teams with the ability to help global clients monitor and participate in the conversation. With two-thirds of this dialogue is in non-English languages, it is strategically essential for us to invest in building this capability for our clients. Technorati, as the leading blog search engine, is the natural partner to make this happen.”
Peter Hirschberg, executive VP for Technorati, says the new tools should add tremendous value to corporate clients. “We believe that as multinationals become more aware of what’s being said about their brands and the influence these conversations have, they will become more comfortable in joining the conversation through different means.”