If you want to get a grip on the blogosphere and who might be saying what about your brand, check out ECairn.

eCairn has simplified the process of tracking blogs—making it easier for brands, agencies and others to track “the conversation” in real time.

We recently had a talk with eCairn COO, Laurent Pfertzel who walked us through what eCairn is doing.

Here are the basics:

The service they are offering is called Conversation, a feature-rich blog-tracking application.

Our sense is that it’s targeted those who already “get” social media.

Conversation does not magically find blogs that matter and this is an important note to make because so many people we encounter are looking for a magic bullet as in “What are the most important blogs to pay atttention to?”and “What blogs talk about our brands?” “What blogs are likely to talk about our brand?”

This is not what Conversation does. An algorithm can’t answer those questions…yet.

This is usually something you have figure out yourself, figure out as you go along or hire someone to do. (And eCairn can help here…)

But what Conversation does do is that it allows you and your team to collect blogs in one spot and monitor them collaboratively.

So everytime you come across a blog that might be important and worth tracking you include it in Conversation.

Then you can set up filters to track these blogs by key words. So yes, Conversation will alert you in real time when something important comes up.

It looks like a wonderful organizing application with lots of great features.

But it’s an organizing application that requires some knowledge and grunt work.

In the coming months, Laurent mention that specialized tracking tools will become available as will tools to better analyze trends and data.

All this is good news about what looks to be a fantastic and important application.