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Market Intelligence firm Umbria Communications will launch several changes to its Buzz Report blog-monitoring tool, according to ClickZ. The Report allows marketers to monitor online conversations on blogs, messages boards and chat rooms to track brand opinions and perceptions.
Umbria says it takes an egalitarian approach, tracking not just to more influential bloggers but also so-called “lone bloggers” whose posts top bloggers tend to read.
Intelliseek updated its Blog Pulse last week, making influence a bigger part of the equation when weighing the source being monitored.