[Air-l] Evaluating blog and forum marketing

[elw at stderr.org]

There is a fairly extensive literature established by folks who are using 
social network analysis (and network analysis 'minus the social'] for 
marketing purposes.

I opine that these are the most appropriate tools for this particular 
flavor of analysis of forums and weblogs, especially when paired with 
tools like content analysis and computer-mediated discourse analysis.

Most of these techniques have their own listservs and associated 
communities of practice, which you can seek out by punching the terms into 
google...

--e


On Thu, 28 Jun 2007, Gary Huang wrote:

> Date: Thu, 28 Jun 2007 19:14:37 +0800
> From: Gary Huang <li.huang at cantab.net>
> Reply-To: air-l at listserv.aoir.org, li.huang at cantab.net
> To: air-l at listserv.aoir.org
> Subject: [Air-l] Evaluating blog and forum marketing
> 
> Dear all,
>
> I am currently involved in a project on evaluating the performance of
> online marketing with forums and blogs, such as campaigns intriguing
> people to talk over a brand. Unfortunately, I am not aware of any
> standard measure on the performance of markerting with online
> community, especailly forums and
> blogs. In addition, there seems to be little literature on how to
> thoroughly evaluate the impacts of diaries (from Blogs) and posts
> (from Forums). The only widely-used method I come across so far is
> Jotter's bharns http://www.dailykos.com/story/2005/8/16/03719/6748 .
>
> I have been a luker and seen many brilliant people on the list. So I
> turn to the list for help. It would be wonderful if any of you would
> like to share with me your experience and resources on related topics.
>
> Best,
> Gary
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