Research firm Brandimensions has again been tapped by Chrysler to track blog and other online chatter about the Detroit automaker for another three years.

Besides monitoring blogs, Brandimensions will also track forums and social-networking sites, and will use the information culled from those sources to suggest possible marketing initiatives to Chrysler, AdAge reports. Brandimensions technology monitors online buzz, aided with human oversight. Brandimensions then ranks, orders and categorizes the collected information.

The insights gleaned from the Brandimensions findings will be used by internal groups at Chrysler to determine whether product messaging resonates with the target audience.

"The power shift from media institutions to consumer communities means that marketers must track a diverse and growing range of influential voices," Forrester analyst Peter Kim is cited as having written in a recent report.