Clipping Services

Written by Rylee Newton
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People turn to the Internet more than any other resource for product information, pricing, customer reviews and testimonials, and advice for usage. When you consider how quickly information is passed online, it makes sense to monitor websites and message boards to find out exactly what people are saying about your product or service. Rather than trying to monitor online activity on your own, it's a good idea to hire a clipping service to do it for you. The amount of information contained online is simply too overwhelming for one person to monitor on his own.

A clipping service constantly monitors the Internet for mentions of your company, product, or service. Public relations firms and internal public relations departments use this information to track market trends, consumer satisfaction rates, and activities of competitors. Rather than relying on the outdated print medium to determine the effectiveness of your marketing efforts, online monitoring keeps you one step ahead of the game at all times.

All the News That's Fit to Post

Thanks to modern technology, people all over the world read about events just moments after they happen. People log onto the Internet to find sports scores, weather reports, and local and national news. The world's leading media outlets all have online publications to serve the global community's need for constant updates.

People generally assume news stories are accurate when they are reported by legitimate and reputable sources. Unfortunately, many of the top media outlets simply don't proofread their online content as thoroughly as they do the print versions. If you want to find out what people are reading in online news reports, a clipping service can track daily comments about your company and your services.

If you're thinking about paying for a clipping service, it's a good idea to work with a company that allows you to archive news clippings. Archiving your clippings allows you to track changes in pubic opinion over time. This is a great way to determine the effectiveness of marketing campaigns and public relations efforts.

Knowledge Is Power

Companies hire clipping services to monitor so much more than news reports. Personal sites, chat rooms, and message boards can be quite damaging. The Internet has taken freedom of expression and freedom of the press to a whole new level. There simply is no legislative body controlling the content posted online.

One of the downsides of this new online freedom is misinformation. Many people complain about products and services in chat rooms and on message boards. Reputations are made and broken online every single day. It's not uncommon to find postings from people with personal vendettas against companies and individuals. In addition, rumors and urban legends run rampant online.

The first step in damage control is finding out what people are saying about you. Clipping services help to locate damaging statements as soon as they are posted online. Once you know what people are saying, you can create a marketing or public relations plan to clear up the confusion and correct misinformation.

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