12 December 2005

Online blogs are having a direct impact on the reputation of businesses, argues a new white paper.

The paper has outlined how blogging can sustain long-term damage to the branding of a company, and in particular it focussed on a blog that has been critical of the computer retailer, Dell.

The authors of the paper from Market Sentinel, Onalytica and immediate future PR applied a scientific method known as citation indexing to judge the effect of blogging.

"We wanted to take a scientific approach - objectively demonstrating which bloggers have authority and an ability to affect corporate reputation," explained Mark Rogers, CEO at Market Sentinel.

The aim was to produce a more objective analysis, rather than relying on subjective opinion and inaccurate measures such as Google rankings.

The report came to the conclusion that bloggers can change dominating perceptions of a company's reputation in certain areas of its business.

© Adfero Ltd

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