The “Average Engagement” metric analyzes the length of blog posts that link to articles at traditional media sites, as well as the extent to which unique individuals comment on those posts.
Jay Krall, manager, Internet media research at Cision (which ranked the media sites using a social media dashboard powered by Fredericton, N.B.-based Radian6), said an engagement score can help PR pros identify media sites frequented by prolific bloggers—bloggers who are often times likely to discuss the same content on their own blogs, social networks like Facebook and Twitter, and social bookmarking sites like Digg and Delicious.
TheStar.com was followed by the Web sites for CBC, The National Post, Vancouver Sun, Ottawa Citizen, Maclean's, The Globe and Mail, Radio Canada, Montreal Gazette, and Le Devoir. In terms of buzz generated by media sites on the social web, CBC.ca had the most mentions at 2,858 with 5,727 comments on those mentions, followed by The Globe and Mail with 1,501 mentions and 432 comments. The rankings measured the period from December 29, 2008 to January 27, 2009.