On Tuesday, I attended a very interesting and informative seminar, “Utilizing New Media to Measure Effective Communications Strategies” hosted by Waggener Edstrom Worldwide and the Adfero Group. (http://www.waggeneredstrom.com/reg/events/registrationAdfero.aspx). The seminar focused on a recent analysis comparing the ways that the major political campaigns are using new and traditional media (and how successfully their messages are being received in both cases.) Using a technique/software pioneered by WaggenerEdstrom known as the Narrative Network, perceptions, keywords and associations with the candidates from hundreds of media articles were “mapped.” (The same was done with hundreds of blog entries and comments.) These maps were compared with the stated core messages and themes from the candidate’s websites. It was quite fascinating to see how candidates were portrayed by the media and how this compared with the ways that they seek to portray themselves. Then, by comparing the two comparisons, (one from traditional media and the other from the blogosphere) we were able to get a better handle on how bloggers treat certain issues differently or interpret candidate actions differently (speeches and policy announcements, for example.)
You can download and view the very well-done presentation at: http://waggeneredstrom.com/dl/Analysis_of_2008_Presidential_Candidate_Messaging_FOR_WECOM_2.ppt
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