When we started monitoring the blogosphere to see how the top ten PR firms were faring, I fully expected Edelman to come out on top, thanks to its CEO's blog.
Imagine my surprise when the most frequently discussed agency was Ketchum due to its sweep of the CIPRA and Silver Anvil awards. Edelman places a distant 5th in share of blog discussion. Hill & Knowlton tops the most negative - -mostly due to its efforts years ago on behalf of Kuwait and its reputation for assisting and supporting war efforts. The blogosphere has a very very long memory.
Stats for the first month are as follows:
1st place Ketchum has 26.72% share of discussion, Burson comes in second with 25.19% share -- mostly getting slammed for astroturf movements its started. Fleishman placed third with 23.66% share of discussion, H&K is fourth with 14.5%, Edelman is fifth with 4.58% and Weber, Ogilvy and Porter Novelli are essentially invisible.
We're doing the study as both a demo of our CGM software and to learn more about what drives discussion, so I'll have more data and a full report as the weeks go by.