Thursday, September 28, 2006

Shell Says it's Always Listening and Measuring the MSM

We heard a case study on Measurement in Reputation Tracking
from Bert Regeer, Head of global planning at Royal Dutch Shell, a company which has had its share of
reputation issues.

He talked about which audiences they measure (financial, community, government, media, NGOs, academics, business partners, general public and employees) in 15 countries. He also listed some metrics they focus on (favorability by country, favorability by audience, brand mapping to characteristics, stakeholder expectations of brands).

Regeer said they have traditionally looked mostly at MSM and are now starting to look at blogs (though I didn't get exactly how they're measuring them) because it used to be that journalists were "sirs, and very well respected" saying that the Blogosphere has greatly changed that.

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