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First scientific evaluation of the influence bloggers have on corporate reputation
In a new white paper launched today, analysis clearly reveals that blogging has a direct influence on corporate reputation. The white paper, ‘Measuring the Influence of Bloggers on Corporate Reputation’ scientifically measures, for the first time, the influence of bloggers versus conventional media.
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. It shows first that Dell has sustained long-term damage to its brand image and secondly that the cheerleaders for the poor reputation of Dell’s customer services, are bloggers.
“Bloggers have extended their influence from dominating negative perceptions of Dell to dominating perceptions of Dell’s entire reputation in the customer services area,” says Flemming Madsen from Onalytica.
He continues, “Bloggers used Jeff Jarvis’s shorthand ‘Dell Hell’ to collaboratively spread negative comment about Dell’s customer service: weakening Dell’s reputation where the company used to be so strong.”
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 for the first time. 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 at http://www.publicrelationsonline.com/files/MeasuringBloggerInfluence61205.pdf [7MB]
Notes to the editor
About the authors
Market Sentinel uses proprietary technology to benchmark the reputations of big corporations and brands, monitors commentary on those brands in message boards and blogs and shows brand owners how to respond to challenges to their reputation.
Simon.rogers [AT] marketsentinel.com; +44 (0)207 7931575
Onalytica provides clients with a precise understanding of who influence their brands or issues of their interest. We often publish Stakeholder Analysis Reports a wide range of topics. Find them at www.onalytica.com
Immediate future …
immediate future Ltd is an independent public relations agency, specialising in online PR for organisations wanting to maximise their exposure on the web. From corporate blogging to blog relations and search optimised releases to podcasting, immediate future has expertise across the spectrum of online PR tactics.
For further information, please contact:
Tel: 0845 408 2031
Published on: 12:00AM on 7th December 2005