A major study into the effects of blogging on corporate reputation has been published today by analyst group Market Sentinel.
"We wanted to take a scientific approach - objectively demonstrating which bloggers have authority and an ability to affect corporate reputation," says Mark Rogers, CEO of Market Sentinel. "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."
Market Sentinel is a business that "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."
Download the full report as a 7MB PDF here.