Social Media
Social media tools are dynamic components of a larger communications strategy to enhance corporate reputation, create new voices, listen to the market and deepen consumer understanding and engagement with our clients’ brands. The imperative that must inform any successful social media program is its effectiveness in engaging customers and consumers in a two-way dialogue – where they are empowered on a visceral level and evangelized around personal and deeply felt emotions, topics or ideas.
Our expertise includes:
- Managing corporate blogs and blogger relations
- Monitoring and updating Wikipedia presence
- Tracking corporations and brands in the blogosphere
- Monitoring competitor presence, influence and traction in the blogosphere
- ABIE
- Influencer Relations
Over the past several years many companies — driven by speculative enthusiasm, competitive urges and, yes, poor counsel — have ventured into the social media space with decidedly mixed results. They have sought to communicate with bloggers under traditional rules of engagement, they have Tweeted indiscriminately and with a lack of the nuances required to earn business credibility, and they have pursued visibility across multiple social media platforms like Facebook without fully understanding the organic dynamics that inform effective communication.
Meet ABIE
Which of the nearly 80 million Technorati-ranked blogs do you want to reach? Which blogs are the most relevant and influential to your audience? These haved historically been difficult questions to answer. With nearly 80,000 new blogs launching every day , influence is the currency of the blogosphere, even as methods for measuring that influence have proven challenging for communicators and even bloggers themselves.
Access developed a proprietary tool to better guide a company’s communications efforts within the blogosphere. The Access Blog Influence Engine, or ABIE, is a Web-based application that provides an accurate, comprehensive view of true influence on the Web, and clearer insight into how to foster stronger blogger relationships.
In Defining Blog Influence, Most are Missing the Mark
In order to better inform brand strategies, communications professionals must examine influence that extends beyond metrics like page rank and unique visitors per month. ABIE provides a holistic view, versus the existing disparate approach that offers a one dimensional insight, enabling communicators to more accurately find, prioritize and strategically engage with the online voices of strongest influence.
ABIE tracks more than 6,000 blogs by audience, topic area and market segment. Access also maintains extensive insights about individual bloggers, including author profiles, posting history, sentiment, topic mapping, linking behaviours and others.
What ABIE looks at
- Popularity: Yahoo!
- Engagement: PostRank
- Traffic: Alexa
- Rank: Compete
- Subjective Analysis: Access
ABIE & BlogHer
On the eve of the popular BlogHer Conference August 6-7, 2010 in New York, which now attracts over 1,000 bloggers from around the world, Access unveiled lists measuring the influence of the top 10 “mommy” and women’s lifestyle blogs. The rankings were calculated using our proprietary Access’ Blog Influence Engine (ABIE),. The results underscore the changing landscape and showcase the need for a deep understanding of influence beyond what is measured today.
Gone are the Days of the Traditional “Mommy” Blogger
Historically, “mommy” and women’s lifestyle bloggers were seen as two separate entities with varying subject matters and interestsbut analysis reveals that even as the women’s blogging field growing in influence, he distinction between the two groups is becoming more difficult to define. Instead, a more far-ranging category of blogger is emerging, covering a diverse array of topics and interests: Today’s top “mommy” bloggers are moving beyond the talk of diapers and baby photos that first defined them. This diversification has given rise to a group of bloggers that has grown both in stature and in influence as they cover all topics from travel to technology.
In addition to the changing face the female blog landscape, further findings include:
- Keep an eye in the digital rear view mirror: A growing force of up and coming women bloggers who are quickly approaching top influencer status. Beyond the top ten lists, ABIE also has the ability to track blogs over time, allowing communications professionals to learn what blogs are on the rise in influence and popularly. Blogs that have shown notable growth over the past six months include Suburban Turmoil, Techmamas and ABDPBT.
- Journalist-blogger vs. Citizen-journalist? Distinctions continue to blur: Whereas an outlet like the New York Times remains influential in both print and online, in the realm of women, citizen bloggers reign supreme. Blogs including The Pioneer Woman, Shakesville, Momlogic and Deal Seeking Mom resulted in scores that rivaled or equaled those from more established news outlets.
Top 50 Women's and Mommy Blogs
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ABIE contains ranked lists of dozens of categories of blogs including consumer electronics, mobile, enterprise technology, gaming, lifestyle, food as well as detailed profiles of more than 5,000 of the most influential bloggers. Some examples:
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For more information regarding ABIE or our other social media engagement tools please e-mail: ABIE@accesspr.com
As the growth of social media redefines how conversations happen with key constituents — customers, prospects, investors and partners, the nature of these interactions changes from a one-way, controllable monologue to a two-way dialogue with multiple touch points and dispersed audiences. Social media is a powerful means to reach your audience, but can also backfire terribly if not done well. Social media has a different set of rules and players.
That's why Access is dedicated to offering the latest tools, technology and strategic counsel to help clients connect with stakeholders across the social media spectrum. Access is expert at helping our clients communicate with a variety of audiences, and we can help maximize your communications across the social media landscape, including:
- Social Media Brand Audit
- Blog Strategy
- Blog Influence Rankings
- Blogger Relations
- Podcasts and Video Production
- Wikis Editing
- Social Networking/Community Building
- RSS Strategy
- 2.0 News Releases and Pressrooms
- Brand Monitoring and Crisis Mitigation
Social Media Monitoring and Measurement
We are experienced in tracking conversations, reviews and positive/negative sentiment for brands, topics, competitors and partners across the social media ecosystem, including blogs, wikis, Del.icio.us, Twitter, social networks and embedded video.
- Brand Audit: Analyze current sentiment regarding client brand’s across the social media landscape.
- Blog Profiling: Target specific blogs based on our proprietary method for ranking blogs by “influence” using the Access Blog Influence Engine.
- Once we rank the most influential blogs relevant to a client, we provide insights about each blog and author, including author profiles, posting, linking behavior and topic mapping.
- Social Media Monitoring: Using our technology partners, we can provide rich, Web-based graphical summaries of buzz surrounding specific search terms, issues, people, companies and brands.
- Twitter Tracking: The Twitoshpere is fast becoming a major WOM platform, so tracking consumer sentiment on this platform is critical. We can monitor and report on issues, people, topics and brands mentioned on Twitter.
