Modulation for Cymfony

PR media measurement company Cymfony has shifted its focus towards the emerging field of consumer generated media (CGM) and says it will now specialise in 'market influence analytics'.

The company's 'marketing Insight' blog has been renamed as Influence 2.0™ and is now accompanies by a wiki (a site section where users can add and edit content collectively) dedicated to discussing the intersection of CGM with traditional media.

The firm's web site (www.cymfony.com ) explains as follows: 'Because messages are no longer one-way…because the reaction they stimulate becomes part of the message...measuring where a message appears and how many people see it is no longer enough. Companies need to capture the richness of the dialogue among people to understand how a message evolves. Market Influence Analytics is an emerging discipline that goes beyond measuring story counts, impressions or even message pick up. It follows the flow of the message, tracks the positive and negative reactions to it, characterizes how it evolves, and measures its ultimate influence on the intended audience.'

Editor's note: This week blogsters themselves - well, marketing guru blogsters anyway - have been arguing about the worth and dependability of CGM research - see http://blog.marketingprofs.com/2006/06/is_there_something_rotten_in_c.html for Bill Neale (SDR Consulting)'s critique and http://blogs.mediapost.com/spin/?cat=7 for a response from Nielsen BuzzMetrics' Max Kalehoff.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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