Monday, May 25, 2009Clare the Kings Cross Bogan generates more than $200K in equivalent advertising dollars in social media.May 25th, 2009 (Sydney, Australia) – BuzzNumbers, Australia’s first social media intelligence service, has been tracking conversations about Clare Werberloff online and in social media since the video went viral on Monday last week.BuzzNumbers found that more than 41,186 conversations have occurred online on Australian websites since Monday last week, which have generated more than $200,000AUD in equivalent advertising dollars on Australian websites and social media destinations alone. BuzzNumbers reports that 41% of the available 41, 186 online conversations about Clare took place in social media websites such as Facebook and Twitter, whilst a further 27% of conversations occurred on blogs and forums, and 12% on News sites. The top five Influential destinations online that contained conversations or mentioned Clare Weberloff were Facebook.com, Twitter.com, NineMSN.com.au, News.com.au, and InTheMix.com.au. Founder and CEO of BuzzNumbers Nick Holmes a Court was impressed by the spread on conversations online, “It’s been great to track the spread of conversations online about Clare over the last week. She is this year’s Corey Worthington. It just shows how powerful a medium the social web is, particularly the amount of revenue it can generate for an individual or company through exposure.” Sources: TechWiredAU, MuMbrella Labels: Social Media Monitoring Social Media Monitoring Social Media Monitoring AustraliaPosted by Nick HaC @ 2:54 PM Social Media Monitoring Social Media Monitoring Australia  
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How can you pitch yourself as an insightful media service while standing by this $200,000 figure?
The vast majority of this coverage was negative for Claire. People slated her to the point that she had to come on TV to defend herself yet you come out with an article claiming how much revenue you can generate from it?
A more insightful article would have told us and other communicators what this coverage meant, how to disypher it, what it meant for Claire, and possibly what she could have done to benefit from it.
I don't have these figures, I thought you may have but surely no comms professional would have spent $200,000 for that kind of publicity!?!
Thanks Brendan for your feedback.
We all agree media has a cost. All we were looking at is the expense required to get the level of attention that Clare generated, regardless of the context.
Equivalent media value has always been a hotly debated issue in the traditional PR space; this doesn't appear to have changed much for online space.
I agreed no one would pay for this kind of attention (well you would hope not), but we thought this was an interesting statistic in its own right.
Would be happy to seek your further thoughts on this issue: your welcome to contact us on 1300 144 367 to discuss.
Thanks again.
Nick