Friday, May 05, 2006

On-line evaluation - its here now

For a long time we have been waiting to find exactly how powerful media coverage is when it goes online.

Wait no more.

CyberAlert is now providing a powerful range of media analysis tool for on-line content.

It covers content in newspapers web sites, blogs and Usenet

Called ClipMetrix, the service offers a wide range of measurement and evaluation tools for media relations experts.

The programme automatically generates a wide array of charts and graphs displaying data delivered with online news clips from CyberAlert.

The ClipMetrics service can automatically and instantly generate the following charts and graphs for any time period you choose:

Coverage



The ClipMetrics tools also enable you to easily assess and measure articles for the following parameters:

  • Tone of article (positive, somewhat positive, balanced, somewhat negative, negative)

  • Type of article (news, editorial, review, round-up, feature, analysis, other)

  • Prominence of your company or brand in the article (headline, photo, top 20%, bottom 80%)

  • Dominance of your company or brand in the article (exclusive, dominant, average, minor)

  • Incidence of your key messages in the article (1, 2, 3, more)

  • Spokesperson quoted (yes, no)

    ....and more.



After you assess your clips for tone, prominence, dominance and key messages, ClipMetrics automatically generates the following measures/graphs, in addition to all of the above:

Tone

Dominance

Prominence

Key Messages

Type Of Story

Spokesperson



If your CyberAlert news monitoring service also delivers articles about your competitors and you opt for the competitive measurement option, ClipMetrics also measures, in addition to the above charts:

Coverage



And if you monitor the news for competitor's key words (company name, brands), ClipMetrics generates the following measures after you assess the competitor's articles for tone, etc.

Tone

Prominence

Dominance

Story Type

Media Type

Messages

Spokespersons




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2 comments:

  1. Anonymous10:53 pm

    I don't know... Garbage In, Garbage Out. It looks a lot like KDPaine's DIY dashboard charts (maybe they're partnering on it?).

    What I see is simply a charting of self-reported analysis. The only thing you get for the money are pre-formatted charts most of which won't really excite many senior business executives. The clips still need to be manually read, tagged, and sorted, and all the old crap deleted - which with a web-based clipping service is a significant number. I think our industry has a looonnggg way to go before we have something truly useful for the Boardroom.

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  2. David Phillips12:36 pm

    I am sure that there is a KDPaine element here.

    What is significant is that there are now metrics. Few people in PR have taken on-line clips seriously and now there will be numbers that are comparable to 'bog standard' print stuff including trend data (which are the most important content).

    The relevance of the clips is down to accurate set-up and we now do have to take an interest in the 'lonng tail' of mediated and un-mediated coverage. 'Garbage in' is down to poor PR training - most can't even use Google Adanced features.

    If you want to go further in terms of content analysis then the industry has to get used to the idea of automated inference and neural networks, LSA and fuzzy logic. It is possible and I have many such tools but there is little enthusiasm for it. The Press Agentry people do not want to know what is happeneing - never have. Thud factor is king.

    Why are GWB and Tony Blair failing so badly... their advisors are thud factor agents. Full of spin and Anna Ford type appointments.

    What we have here is a capability for the trend data to emerge. That is a good thing and should be encouraged. We also, at long last have measures for on-line content - at long last.

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