Zeta Interactive’s RelevantNoiseTM Technology Determines Obama Remains Ahead of Clinton in Social Media Landscape

April 30, 2008; 01:22 AM

New York, April 29, 2008 - Bloggers and social media enthusiasts on the Internet have weighed in on the heated race for the democratic presidential nomination, and while the press and pundits are declaring Clinton’s victory in Pennsylvania a possible turning point in her road to the White House, Obama is still the big winner in the blogosphere.

According to RelevantNoise™, Zeta Interactive’s technology that mines the Internet’s social media landscape — including blogs, as well as Consumer Generated Media (CGM) ─ the amount of buzz, or volume of posts, on the Internet regarding Barack Obama continues to be higher than Hillary Clinton. In fact, while both candidates received a substantial boost in buzz from the Pennsylvania primary, Obama’s spike far exceeded Clinton’s despite her win – with the volume of posts on Obama registering more than twice that of Clinton’s.

However, although Obama clearly wins in terms of buzz among the social media landscape, not all of the buzz is positive. While Obama registered a 70 percent share of voice among positive posts on the social internet, he also recorded nearly the same percentage of share within the negative posts. This means that of all the bloggers who posted negative opinions on one of the two candidates, Obama stole the vast majority of the share. (Click here to see charts –http://www.newscom.com/cgi-bin/prnh/20080429/NYTU096-a, http://www.newscom.com/cgi-bin/prnh/20080429/NYTU096-b
http://prn.newscom.com/cgi-bin/pub/s?f=PRN/prnpub&p1=
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RelevantNoise is a Web-based, user-driven social media mining tool that instantly taps into the over 75 million blogs, as well as message boards and online communities within the Internet’s social media landscape, providing real-time feedback and insight on the consumer trends and opinions that help drive their behaviors. A growing number of organizations rely on the technology to collect vital business and competitive intelligence to help drive decisions regarding their brands and products.

In addition to measuring the volume and tone of conversations across the blogosphere, RelevantNoise also measures the influence level of bloggers, and provides links to all related posts. In the case of Barack Obama, RelevantNoise detected a significant increase in both positive and negative posts from a mixture of thousands of online authors, ranging from very influential bloggers to lesser-known authors. The technology is also able to measure competitors’ Internet buzz as well, including share-of-voice. So that a company or political campaign can compare the volume and tone of buzz surrounding its organization vs. the competition to help gauge the effectiveness of messaging and/or quickly change strategy when necessary.

“We used our RelevantNoise technology to gain insight on the democratic presidential race, and determine what was being said about each candidate heading into the critical upcoming primaries,” said Al DiGuido, CEO of Zeta Interactive. “Searching on public reaction to important news topics such as the Obama/Clinton race continues to illustrate the immediate value of blog mining intelligence and analysis to businesses throughout the world.”

Zeta Interactive continues to innovate the next generation of digital marketing for Fortune 1000 customers, and its clients with full-service digital marketing offerings, including its award-winning RelevantNoise technology. For more information on Zeta Interactive, please visit: www.zetainteractive.com.