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@cantab.net> Reply-To: air-l@listserv.aoir.org, li.huang@cantab.net To: air-l@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 _______________________________________________ The air-l@listserv.aoir.org mailing list is provided by the Association of Internet Researchers http://aoir.org Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
Join the Association of Internet Researchers: http://www.aoir.org/