After an initial analysis, we recommended a monitoring protocol that identified a set of key online search terms, electronically captured posts that used those terms, and then categorized the posts on a four-point relevance/importance scale.

We then implemented the protocol and prepared weekly analytical reports for senior Colgate marketing executives. Whenever we spotted ‘category 4’ posts (i.e., those requiring urgent attention), we issued an ‘action alert’ that advised Colgate about the matter and how they should respond in a manner appropriate for the blogosphere and, if appropriate, the larger media environment.