Obama’s social media toolkit

Our colleagues in Edelman Public Affairs in Washington have pulled together a really great analysis of Obama’s social media campaign.  It takes a look at the tools used and the lessons that business can learn from his campaign.  Defiantely worth a read: http://www.edelman.com/insights/


You’re Rank!


 Edel’ AR man, Jonny Bentwood must’ve been shirking his 9-5 duties because he’s come up with a pretty significant ranking system for the blogosphere!

His Social Media Index attempts to rank blogs not by the basic number of subscribers, hits and links, but by their impact and relevance within a broader range of social media – Facebook, Twitter, del.i.cio.us, etc. His thoughts….

Traditionally, an individual’s web influence was measured by the success of their blog. In its simplest form this was done by counting how many people subscribed and linked to it. However, in today’s Web 2.0 world, this is no longer a credible metric as people are currently using a variety of different social media tools to inform and hold conversations with their audience.

FACT: There is a definitive need to assess any social media publisher’s influence on the market as a whole.

What is becoming increasingly clear is that the more engaged an individual is within the different channels available, the broader influence that person has.

I have developed a model, which recognises and attempts to quantify the impact and influence of multiple social media tools.

FACT: This methodology is not the standard.
The standard is a long way down the road. I have selected one way (of many) to analyse different individuals and I would like this post to provoke debate so that together the community can create a standard. This could include what social media tools to analyse (e.g. Facebook or MySpace or both?) and what weighting should be given to each category (e.g. is Twitter just as important as blogging?).

I admit that I am comparing apples and pears, adding them together and giving a total. I am sure that this would make any statistician have a coronary – but without any other scale to work on I have created my own index and hope that it can act as a catalyst to create something better.

 Tables, methodology and results on the Social Media Index after the jump 

Foil Hat Alert!!!


I’m always up for listening to a good conspiracy story; David Icke‘s lizard wonderland, Roswell, JFK, they’re all good ‘shady-wink-complicated-handshake-knowing-nod’ fodder. But some are a little more rational than others, and a little bit closer to home.

We saw this earlier today – FaceBook is the latest in a long line of ‘digital conspiracy’ targets and Commongroundcommonsense has produced a pretty exhaustive investigation in to the connections between the site, a group of shadowy benefactors and the US government. Questions are asked about the security of the site, access to the information and the future use of that information.

This is nothing new – last year, AOL opened it’s vaults and published details of over 650,000 US search terms, while  Google has come under cynical fire in the past for warehousing personal information via Google DeskTop. This knee-jerk reaction is nothing new and as long as we are offered increasingly prevalent online services like internet banking, consumers will be torn between the desire for convenience and and the fear of poor security (it’s something Edelman has quite a bit of experience with through our client Get Safe Online [GSOL])

But the social networking phenomenon brings a slightly expanded issue – notions of security no longer just concern the financially critical information in our daily lives; they involve tastes and beliefs and desires, the declaration of intricate personal detail, available to the increasingly opinionated masses. 

The social implications of Web 2.0 and its burgeoning role within cultural constructs are a constant discussion round our way.  Social networks are encouraging the ‘narcissistic voyuer’ to impart as much of themselves as possible to anyone who cares to look, but little consideration is given to that information once posted. Base motivation for many comes from having the most friends, membership to the most groups and social validation from as many varied groups and individuals as possible. It may seem fairly innocuous when you add it but the volume of information posted gives rich pickings to anyone who wants it, to the point that the public domain has been amplified to an incredible level. The promotion of personal information encourages the attention, but are we declaring too much? And once declared, are we offering ourselves to be used by the highest paying customer?

You tell me.

Check out the video after the jump….

C0ld Coffee…

Edelman tech beheomoth, Jonathan Hargreaves, has started the C0ld Coffee blog, a blog for his musings and a forum for discussions, Specifically thinking about some of the strangeness that is all around us.  I can’t decide if this is caused by new web communications or whether people, indeed society is simply getting weirder or a combination of the both. 

 Intense stuff. It’s kicked of with a lively discusison on Society 2.0…

San Francisco … you can’t escape the news anywhere. Pictures of bombs and images in the UK made their way within 5 minutes to West Coast and rest assured at 2am Hargreaves was still working hard. Then in the papers on the way back reading cc TV pictures of burning jeeps and people it occurred to me that this frenzied media overload is another factor of society 2.0. It’s less about the technology than the transparency that results, the 24 hour monitoring of everything.

This means you can’t hide things anymore and you can’t just say how it’s going to be without some kind of backlash whether it’s the decision to go to war or an Olympic logo. Now while this good and all democratic I am wondering whether it just makes life too stressful. I mean once upon a time people were paid to design or make war and they were the expert and the rest of us had a sense of respect. Today this transparency means we are all expected to have a view, so is Society2.0 a world of critics? And is this truly a good thing?

 Join the debate after the jump

Who has the Rights?

The North Collegiate Athletic Association (NCAA) could be taken to court after evicting a newspaper reporter from a baseball press box for blogging about a game while it was in progress.  All after the jump

“Reporters covering our championships may blog about the atmosphere, crowd and other details during a game but may not mention anything about game action. Any reference to game action in a blog or other type of coverage could result in revocation of credentials,” says the NCAA

The N.C.A.A. decision at the baseball tournament was ostensibly to protect the broadcasting rights that were sold to ESPN, which was telecasting the game, and CBS Sportsline.com, the official Internet provider of detailed descriptions for N.C.A.A. baseball tournament games.

An ESPN spokesman, Mike Humes, said: “To be honest, we didn’t ask for it. They didn’t consult us.” Bearby, the N.C.A.A. lawyer, said the N.C.A.A. initiated the action because “the entertainment event or sporting event has the ability to limit access to who gets that firsthand account.”

Blogging – amplifyig the public domain.

Interesting position. What do events rights owners actually control now? With everyone capable of reporting on an event in real-time, with wildly varying levels of commentary quality, how does a sports events organiser actually control the product?

DERTy Link #5: PRThoughts.TV


Guillaume du Gardier (Director of Online, Edelman Europe) has launched a web TV site PRthoughts.TV  through which he’s going to explore the world of social media and participatory communication. Broadcast weekly, it presents views of Web 2.0 and offers discussion from social media experts.

Guillaume kicks off the first episode with contributions from Yann Motte, CEO & founder of Webjam, BBC Blogger extrodinaire, Robin Hamman, and DERT’s very own Matt Grossman, talking about CBS’ last.fm acquisition.

It’s quite similar to our European CEO, David Brain’s site, 60 Second View, though du Gardier’s site is a dedicated vlog with a Web 2.0 agenda.   

You can see the whole show (and subscribe to the series) after the jump

Work in progress

We’ve started changing the look and feel of our DERTy site. It needs updating, and this should be treated as a work-in-progress. We’ve got loads of contributors from the dert team around Europe who are sending posts – to maintain utter transparency we want to make sure that authors are listed so the theme has changed. More to follow…