dna13's new Enterprise edition is the next generation of reputation monitoring

We're now far enough along in the development of the Internet and desktop software that corporations can now access very sophisticated tools to monitor the messages flowing out there in the world about them. I recently had a chance to demo dna13's new Enterprise software and it looked to me like the future of reputation management.

First, let me say that I do not ordinarily tout PR tools and technologies, and this is not an endorsement per se. But I was sufficiently impressed by the depth and breadth of dna13's software that I wanted to write about. If you want to stop reading my drivel and go straight to their site for more information, here's the link.

dna13's Enterprise software does the following things:

• It allows you to post and share audience-specific messages across the enterprise (e.g., messages for consumers, investors and government affairs)


• It allows you to set access controls so that only the proper people within the organization can drill all the way into the information


• It allows different communications functions across the enterprise to see what the others are doing -- who media contacts are, what has been said in various outlets, the tone of the coverage, etc.


• It gives top-level marketing and communications executives (e.g., the CMO), a comprehensive dashboard to see what's being said and done throughout the organization in real time.

It of course also includes a media database (provided by PR Newswire) as well as access to media monitoring services (those are table stakes). And it's a SaaS (software-as-a-service) offering, so it's hosted by dna13 and doesn't need to be installed on enterprise servers.

My fascination with this product is that is seems to provide everything the modern Fortune 500 level CMO would need to leverage network computing power to stay on top of communications trends affecting their company.

I've known the dna13 folks for awhile but finally got the demo at the recent Media Relations Summit, which draws largely a mid-level PR audience. I don't think this service is going to sell through this group, though. I think dna13 must pitch this service higher up the communications ladder, to CMOs, CFOs, VPs of governmental relations, and the like.