Something doesn't add up here
There's been some chat in the PR blogosphere about the analysis Hitwise has done on influence of blogger Iain Dale on the Prescott Affair.
See Drew B and Mr Mayfield, amongst others.
But something doesn't seem to add up.
Say there was 100 million internet searches done on the day Heather says that the 'blogosphere was alight' with the John Prescott story. Then a peak 0.00088% share of searches on 'Iain Dale' amounts to 880 searches.
A tiny drop in the search ocean.
And if search accounted for 24% of traffic to Iain Dale's site, and blogs 19% - then less than 700 people come via other blogs. An impressive total for the blogosphere, given, but not exactly setting the world on fire.
And a company like Hitwise wouldn't have any vested interest in drumming up business by trying to convince PR budget holders to splash out on monitoring and reporting would it?!?
The point of this ramble, if there is one, is that bloggers are always tempted to trumpet the latest stats that seem to herald their cause without hardly pause for second thought. That's only natural, and good for encouraging debate, but a healthy degree of scepticism wouldn't go amiss.
Selective representation of stats can often belie common sense experience. After all, the Sun can claim the highest ABC readership in the UK, but you wouldn't tell your clients that you're going to prioritise the red tops over the broadsheets for CEO press interviews, would you?
But then again, I don't think I've met a flack that hasn't bent the truth at some stage in his or her career. Seems to go with the territory.
PR Hitwise Iain Dale