Fortune Interactive, a marketing firm focused on search engine and blog marketing, is rolling out what it calls an “online reputation monitoring service”.

The purpose of the program is to help companies “track how they are being perceived on the Internet,” Fortune Interactive said in a statement.

“Our online reputation monitoring service is ideal for tracking the reach of a company’s marketing efforts on the web as well as staying on top of developing trends and competitive intelligence,” said Andy Beal, chief executive officer of the firm. “The rise of consumer generated media and word-of-mouth marketing makes comprehensive Internet monitoring essential in today’s competitive business environment.”

The service will track an organization on Internet news sites, blogs, message boards and user groups.

Fortune Interactive: