Katie just posted a commentary on the New Communications Blogzine that is well worth the time. It’s about the value of measuring the blogosphere. Everyone in PR whose clients are asking about blog measurement should read this to put things into perspective.
Katie writes (in part):
“Having just wasted another hour or so in the blogosphere, I’ve come to the conclusion that most companies should not be measuring blogs at all. To quote Bill Murray in Meatballs, (one of my all-time favorite flicks), “IT JUST DOESN’T MATTER!”
“Okay, if you are Hewlett-Packard and people are trashing your product on www.gizmodo.com you need to know about it. But there are maybe a dozen or so blogs out there that qualify as “influential” and that’s exactly .00008% of the total. If you are Raytheon, and there are a hundred people on the planet who are allowed to buy your products, I can promise you that the purchasing decisions of those hundred are not going to be unduly influenced by what’s being said in the blogosphere. “
All I can say is “Go get ’em, Katie!”
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