Social marketers may benefit from "Sonar" platform

Advertising on blogs is still relatively knew in the online advertising world. Many advertisers and brands have been reluctant to incorporate these platforms because of the lack of control. A new platform from RelevantNoise could change that by giving advertisers more control.

by Kristina Knight

The Sonar Social Media dashboard allows advertisers to receive up close and personal information about different blogs and content sites before signing on to advertise. The dashboard offers traffic information, the tone of the blog and the influence level of the blog.

Why is this important? Because if few users are logging on or if the blog is more of a splog (spam blog) than a real content site, advertisers may not benefit to being simply one more ad on the over-advertised site.

The platform can also be used for message boards and online communities to determine if these areas could benefit an online ad campaign.

For brands the platform can also be used to monitor the brand. It can track conversations, determine what is being said about a brand and how users are reacting to the brand.

Dan Lynn, CEO of Adverb Media, said, "Businesses are beginning to understand how critical it is to monitor social media for both brand management and as a metric for engagement."