Beware the blog…
Claimed to be the first scientific evaluation of the influence bloggers have on corporate reputation and authored by Market Sentinel, Onalytica and immediate future PR, the white paper uses the example of blogger Jeff Jarvis’s criticism of the computer retailer, Dell. The paper claims that Dell has sustained long-term damage to its brand image due to antagonistic blogging. The white paper uses the science of citation indexing: applying maths to calculate a writer's authority in a particular context and producing an index of dominant authorities. This is familiar in academic use, but is here applied to the web. The analysis demonstrates how bloggers exercise their power and how their authority has come at the expense of the conventional media sources such as the Washington Post and The New York Times. According to Mark Rogers, CEO at Market Sentinel, measuring the influence of bloggers is often based on subjective opinion and rough gauges based on comment and Google rankings. He says, “We wanted to take a scientific approach – objectively demonstrating which bloggers have authority and an ability to affect corporate reputation. Using the science of citation indexing, and the Dell case study, we are able to quantify and analysis the impact each blogger has on a company’s brand image and analyse the indirect influence as well as direct impact: proving that blogging has a significant affect on reputation.” The white paper is available for download. This is a large 7mb PDF, so please be patient whilst downloading. If you have problems with the above download, try this alternate location.
•Date: 9th Dec 2005 • Region: World • Type: Article •Topic: Crisis management |
