Blogosphere Analysis

Approach: Analyze, Message, Engage

Blogosphere research reveals who is listening to whom, what motivates those interested parties, and how ideas move among and between different audiences — even how messages are framed and reframed as they get incorporated into online conversations.

Douglas Gould and Company can make assumptions about:

which bloggers advocates should engage in conversation;

how to develop more effective campaigns;

how to reinforce a message within a community;

how to identify pathways to spread messages to a broader audience; and

how to further engage existing audiences.

While free services such as Google Blog Search and Technorati offer the capability to search blogs and aggregate data about blogs, we work with Morningside Analytics whose team can analyze the content discussion on blogs and how blogs disseminate data throughout the Internet.

Morningside Analytics looks at data in three distinct ways:

Specific blogs,

Keywords and phrases (the terms that surface in conversations on those blogs), and,

Sources or key influencers that the bloggers use to get their information, such as particular content items such as a YouTube video, a New York Times article or another blogger's post.

Pay close attention to the main online groups that concentrate on your issue; often there is a core audience that is at the center of the conversation.