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23 Things Every Company Should Be Monitoring...

by Joseph Jaffe  |  
August 21, 2006

Here's a thread worth following and continuing. It deals with things every company should be monitoring (and resulting implications). I have contributed items 18-23....

Started by Cameron Olthuis on his blog, Pronet advertising:
Company name
Company URL
Public facing figures
Product names
Product URLs
The industry "hang outs"
Employee activity/blogs
Brand image

Amplified by Steve Rubel on his blog, MicroPersuasion.
Extended by Jeremiah Owyang on his blog, Web Strategy by Jeremiah.
11. Images/video like YouTube and Flickr
12. Tags and Social search tools like
13. Social Voting tools like and
14. "Advanced Listening"
15. Feedback URL and link threads
16. "Voice of the Customer" log to track sentiment, instance, and/or voice.
17. Develop new roles such "Brand Monitor" or "Blogosphere Watcher"
...and enhanced by me on Jaffe Juice:
18. Self-clipping services like Google or Yahoo alerts for keyword mentions, but also audio and video hits as like PodZinger for example to ascertain conversational audio levels
19. Utilize RSS and aggregators like Bloglines in order to aggregate, integrate and assimilate all relevant incoming and outgoing moments of truth (perceived truth perhaps, or even truthiness according to Rob Stevens)
20. Use wikis like PmWiki to discuss and debate pretty much everything from 1-19 and most importantly attempt to turn all the talk/conversation into walk/action.
21. (ending on 20 would have been so contrived) Repeat steps 1-20 to look outside of your own circle. Evolve the perspective from yourself, through your direct competitive set to your indirect competitive set and ultimately to your aspirational/non-endemic/non-competitive set. This is where you want to follow the leaders so to speak - Apples, Nikes, Googles or whichever company you admire.
22. Create a PROACTIVE capability/budget in order to QUICKLY execute against everything you're monitoring - specifically opportunities like Fedex Furniture, Tiger Chipping in on the 16th.
23. Conversely, have a REACTIVE process in place to comprehensively and compellingly respond, especially when you're on the bumpy receiving end of the stick.
What else would you add?

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One of the most sought-after consultants, speakers and thought leaders on new marketing, industry thought leader and author of “Life after the 30-second spot” (Wiley/Adweek) Joseph Jaffe is President and Founder of jaffe, LLC, a new marketing consulting practice ( The consulting practice focuses its efforts on prolific thought leadership and helping its clients evaluate, customize and implement alternative approaches to traditional marketing into their existing communications mix, and measuring the impact/ROI of these efforts.

Prior to consulting, Joseph was Director of Interactive Media at TBWA/Chiat/Day and OMD USA, where he worked on Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite.

Jaffe’s popular blog, "Jaffe Juice”, provides straight-shooting commentary on all things new marketing. You can join the conversation at He also hosts a weekly new marketing podcast called “Across the Sound.” You can subscribe at or through iTunes.

His first book, ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising” (Wiley/Adweek) was released in June 2005 and focuses on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot.

jaffe’s consulting and speaking engagements include the likes of The Coca-Cola Company, P&G, Dunkin’ Brands, Pioneer, Cendant’s Ramada Group, Motorola, Omnicom’s GSD&M, TiVo, AOL Media Networks and News Corp’s Fox Interactive Media.

Joseph is a Senior Fellow at the Center for the Digital Future at the USC Annenberg School and he has also lectured part-time at NYU's Stern School of Business, Cornell's Johnson School of Business and Syracuse University.

Hailing from South Africa, he lives with his wife, daughter and son in Westport, CT.

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  • by Ken Burgin Mon Aug 21, 2006 via blog

    How is #14 "Advanced Listening" different to the others?

  • by Jason Rasmussen Wed Aug 23, 2006 via blog

    Even though it is implicitly implied throughout this list, I would add customer loyalty and satisfaction.

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