Access News
New Tools Provide Blogger-Twitter Rankings and Give Marketers Insight Into Highly Sought After Community Influencers
Analysis by Access Communications and Twitalyzer Ranks Top Bloggers Presenting at BlogHer Conference
San Francisco and Portland, July 24, 2009 – Understanding and measuring the influence of emerging media brands and citizen journalists via their online presence has, until now, remained an elusive art. Public relations agency Access Communications has teamed up with Twitalyzer, the leading scoring platform for measuring people and brands on Twitter, to analyze the social media influence of 100 women-focused bloggers and highly sought after thought leaders who are speaking at the BlogHer conference in Chicago (July 23-25, 2009).
This study combines two distinct methodologies: the Access Blog Influence Engine (ABIE), which measures a blogger's influence, with Twitalyzer's influence scoring methodology that quantifies an individual or brands' Twitter influence. ABIE is part of the Access' D3 Social Media Measurement offering that ranks bloggers based on seven publicly available methodologies, including Technorati, Google Page Rank, Yahoo Inlinks, Compete, BackTweets and others. Twitalyzer calculates an influence score based on how frequently one tweets, retweets, is referenced by others and shares valuable content with their followers on Twitter.
"As citizen journalists and emerging media outlets challenge and overtake traditional media, it has become increasingly important for communicators and marketers to understand where these individuals and media properties rank in the overall landscape," said Michael Young, senior vice president and social media practice leader, Access Communications. "By combining ABIE with Twitalyzer we've developed a powerful and holistic way to depict an individual blogger's social media influence and rank them within the broader context of the blogosphere and twitterverse."
"Creating and maintaining influence in a short-messaging medium like Twitter is no easy feat," said Eric T. Peterson, founder and CEO of Twitalyzer. "Twitter is unlike any communication platform out there and so building influence and creating a measurable impact requires more than just having a lot of followers. Building influence is about being a frequent and strong voice, sharing relevant content, as well as supporting and listening to the community."
Key Findings Include:
- Even bloggers with well-honed blog influence scores (60 or greater on ABIE) have yet to capitalize on Twitter’s full potential, as fewer than ten bloggers in this study scored above 10 on Twitalyzer’s 100-point Influence scale.
- The majority of bloggers (64 percent) had Twitalyzer Influence scores of less than five; and only 17 percent have Twitalyzer Influence scores between five and ten (out of 100 possible points).
- Nine percent had no Twitalyzer Influence scores, which means that they are barely using Twitter as a platform.
- Only four bloggers have a Twitalyzer Influence score above 20, including Queen of Spain, which scored the highest in Influence at 40.4.
- By successfully using blogs and Twitter, The Pioneer Woman, has achieved a higher level of influence than New York Times-backed parenting blog Motherlode.
Top Ranked Bloggers by Access Blog Influence Engine (ABIE)
| Blog Name | ABIE | Twitalyzer |
|---|---|---|
| The Daily Beast | 139 | 11.1 |
| The Pioneer Woman | 125 | 22.1 |
| Motherlode: Adventures in Parenting | 122 | 1.3 |
| After Ellen | 118 | 7.1 |
| BlogHer Blog | 115 | 9.3 |
| Cool Mom Picks | 109 | 2.8 |
| Simply Recipes | 106 | 5.0 |
| Free Range Kids | 93 | 2.9 |
| Apophenia | 90 | 16.5 |
| Steamy Kitchen | 89 | 19.3 |
Top Ranked Bloggers by Twitalyzer Influence
| Blog Name | ABIE | Twitalyzer |
|---|---|---|
| Queen of Spain | 79 | 40.4 |
| Mom Spark | 66 | 22.9 |
| The Pioneer Woman | 125 | 22.1 |
| Pistachio | 47 | 21.0 |
| Steamy Kitchen | 89 | 19.3 |
| Apophenia | 90 | 16.5 |
| Mommy Melee | 47 | 15.6 |
| Cutie Booty Cakes | 86 | 15.2 |
| The Daily Beast | 139 | 11.1 |
| Geek Mommy | 61 | 10.9 |
| Type-A-Mom | 79 | 9.6 |
About Twitalyzer
Twitalyzer is the most widely used analytics package for Twitter and has been run by more than 200,000 businesses, brands, and individuals around the world. Built by business analysts for business analysts, Twitalyzer provides unique insight into any organization's impact in Twitter with measures of influence, brand strength, favor, passion, generosity, and clout. More information at www.twitalyzer.com
About Access Blog Influence Engine (ABIE)
The Access Blog Influence Engine (ABIE) is the definitive methodology for ranking blogs and bloggers by their social media influence. ABIE combines multiple scoring methodologies into a single, weighted 160 point scale. For more information about our D3 Social Media Measurement tools, contact info@accesspr.com or visit us at www.accesspr.com.
About Access Communications
Access Communications (a Ketchum Company) is a full-service public relations agency that transforms ideas into action. We help our clients tell their story in ways that increase mindshare, market share and the bottom line. Since 1991, we have helped startups become category leaders, guided clients through IPOs, transformed executives into thought leaders, and helped to build billions of dollars of brand equity for our clients.
Access wins a Northern California PRSA Bronze Anvil award for it's work for Solyndra
San Francisco, May 19, 2009 – PRSA-SF Announces 2009 Northern California Silver and Bronze Anvil Award Winners – The submission entitled, "Access Gives Stealthy Solar Startup Its Day in the Sun" won a Bronze Anvil in the in the Media Relations – Technology category.
This campaign also won a 2009 Bulldog award in the Best New Product Launch – Business category.
Access' CEO Susan Butenhoff takes part in PRWeek's Technology Roundtable
San Francisco, April 20, 2009 – Technology Roundtable 2009: Focused on Change – Susan G. Butenhoff, Access President and Chief Executive Officer took part in this PRWeek roundtable discussion. Click here to preview the issue or here to download a PDF copy of the corresponding article.
Ketchum Acquires Fifth Largest U.S. Technology PR Firm, Access Communications
New York and San Francisco, Oct. 30, 2008 – Ketchum, one of the world's leading public relations agencies, today announced the acquisition of San Francisco-based Access Communications, a firm known for its high-tech and consumer technology work. The acquisition is intended to significantly strengthen Ketchum's Global Technology Practice and further its client work in the consumer technology segment, while also expanding the agency's California footprint, expertise and services.
By complementing the 75-strong Access staff with the 120 professionals in the Los Angeles and San Francisco markets that currently make up Ketchum West, the two organizations will leverage each other's resources and provide clients access to one of the largest agency teams in California.
"Access has earned a superior reputation for winning and retaining leading companies and brands in their space," said Raymond L. Kotcher, Ketchum senior partner and chief executive officer.
"The addition of Access strengthens the offerings we provide to all of our clients," Mr. Kotcher continued. "Our strategy was to source the best expertise available in technology PR and we found just that in Access, an industry leader. They are out in front of the innovation taking place in the technology sector and can apply their insights across all industries. As impressive, for more than a decade they have been - and continue to be - pioneers in the application of digital media to public relations. These attributes, along with their highly respected leadership team and depth of talent across their 75-member workforce, will provide great additional strategic advantages to our clients."
Through traditional media relations, national product launches, social media campaigns and long-range thought-leadership programs, Access provides clients with integrated PR services in both the online and offline arenas. Access will continue to operate under the Access brand name out of its San Francisco headquarters and New York office.
"Our clients and staff will be well served by our joining Ketchum," said Access President and CEO, Susan Butenhoff. "Our clients will benefit from access to greater domain expertise and comprehensive global services backed by a worldwide PR leader, while our staff will be able to participate in Ketchum's award-winning professional development programs. This also provides Access a much stronger ability to grow our business and build on our tradition of client service excellence and innovation."
The move represents a homecoming of sorts for Butenhoff, who founded Access in 1991. Butenhoff began her PR career at Ketchum 25 years ago, rising to become a vice president responsible for Ketchum's San Francisco consumer marketing group.
Twice since 2004, the San Francisco Business Times and the San Jose/Silicon Valley Business Journal named Access "The Best Place to Work in the Greater San Francisco Bay Area." In 2006, The Holmes Report placed Access on its nationwide list of the "Best Midsize Agencies to Work For." For more information, visit the agency's website at www.accesspr.com.
About Ketchum
A communications innovator, Ketchum ranks among the largest global public relations agencies, operating in more than 50 countries. With five global practices – Brand Marketing, Corporate, Healthcare, Food and Nutrition, and Technology – and specialty areas that include Concentric Communications (experiential marketing, events and meetings), Ketchum Entertainment Marketing, Ketchum Global Research Network, Ketchum Sports Network, MMG (clinical trial recruitment), Stromberg Consulting (change management and workplace communications) and The Washington Group (lobbying and government relations), Ketchum leverages its marketing and corporate communications expertise to build brands and reputations for clients. For more information on Ketchum, a unit of Omnicom Group Inc. (NYSE:OMC), visit www.ketchum.com.
About Access
Access Communications is a full-service public relations agency that transforms ideas into actions. We can help our clients tell their story to stakeholders in a manner that increases their mindshare, their market share and their bottom line. Over the past decade and a half, we have worked with companies of all sizes. We have helped startups become category leaders, guided clients through IPOs, transformed executives into thought leaders, and helped to build billions of dollars of brand equity for our clients.
A startup itself in 1991, Access Communications has grown into the nation's 18th largest independent public relations firm. Today we employ 75 full-time professionals at offices in San Francisco and New York.