Released on = December 13, 2005, 8:39 am

Press Release Author = Public Relations Online

Industry = Internet & Online

Press Release Summary =
First scientific evaluation of the influence bloggers have on corporate reputation


Press Release Body =

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]

.end/

Notes to the editor
About the authors

Market Sentinel
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
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.
www.immediatefuture.co.uk

For further information, please contact:

Katy Howell
Immediate future
Tel: 0845 408 2031
pressoffice@immediatefuture.co.uk



Web Site = http://www.immediatefuture.co.uk

Contact Details = 0845 408 2031
pressoffice@immediatefuture.co.uk