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July 20, 2005
The Search for Influential Bloggers
Matt Galloway has a long discussion about something that I think will increasingly become the holy grail among marketers: the development of tools that efficiently and quickly unearth influential blogs or blog discussions.
Though there is lots of work going on across the Web by different startups around this idea of tracking " instant-up-to-the-minute Influential insights focused on our topic of interest," I wonder whether many bloggers will bristle at the idea of being boiled down so easily. After all, writers have big egos.
Via Mitch Ratcliffe, who explains that he's working with a group to come up with tools that analyze the trajectory and speed of how ideas become influential online.
"The first example of our technology, at www.mydensity.com, which tracks the social network two degrees around any URL, doesn't get to any of the influence tracking by topic/theme, but it is available in an enterprise service.
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Why is there so much focus on "bloggers" instead of doing what professional PR folk have done for years...just finding other media outlets for their clients?
I've been working with tech vendor PR teams for years and only recently did I find out I was a blogger.
Tools are only so helpful in finding out a "bloggers" reach, but I think Google is a good gauge - type in the bloggers names, links and see who much reach they have. Also things like their professionalism, frequency of posts and etc make sense for getting a sense of a blogger.
Posted by: Ramon Ray at July 20, 2005 03:02 PM
Ramon: Thanks for the content, but I'm not really talking about measuring a single blogger - I'm talking about measuring groups of bloggers and looking for trends from the aggregation of the blogs.
If one blogger wrote about something - indicating support for a particular political candidate for example - it means very little in terms of market research. If 60 of 100 Blog Influentials express support, then we have a trend. The only thing you need to evaluate individual bloggers for is whether or not they are Influentials. The interesting thing is that no one may read their blog but they might be an Influential off-line (the act of blogging increases their likelihood of being an Influential even if they don't influence online.) Besides, we're interested in what their opnions are as being representative of a larger group. Their individual influence may not even be relevant.
Thanks for you comments.
Posted by: Matt Galloway at July 21, 2005 09:23 PM