Don’t neglect metrics when considering blogger outreach

Dictionary.com defines influence as “the action or process of producing effects on the actions, behavior, or opinions, of others.”

Earlier this week I talked...

Dictionary.com defines influence as “the action or process of producing effects on the actions, behavior, or opinions, of others.”

Earlier this week I talked about blog influence as the new currency for public relations professionals. Blogs can not truly be measured using traditional metrics like circulation and reach, and disparate blog measurement tools only provide a one-dimensional picture. PR professionals need to take today’s metrics further and identify which blogs are influential when executing across the broad range of services we provide our clients, including: planning and development of overall communications programs; deploying rapid response to negative mentions of company or brand; and building online community engagement.

We have taken this challenge head on with ABIE, our Access Blog Influence Engine, developed specifically in response to the social media issues we all confront when trying to isolate which of the hundreds of thousands of blogs require our focus, attention and (frequently finite) resources. The short, but sweet, explanation of ABIE is that it enables us and our clients to identify the most relevant and influential blogs, in a single view, and rank them by audience and market segment. This is similar to another compelling example of social media measurement Twitalyzer, which evaluates the activity of a Twitter user and reports on his or her relative influence and other useful measures of success.

However, it is not enough to have accurate data. Once we rank a blog's influence, the next step is to evaluate what it will take to develop effective blog engagement strategies. That is the subject of my final posting this week.

-Susan Butenhoff, CEO/president, Access Communications

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