FT ComMetrics Blog Index 2009

Just a few years ago, companies had hardly considered blogs as a viable option for corporate communication. Today, they are getting ever more attention. Some of it has been applied in the last six months.

This is the latest version of the FT ComMetrics Blog Index - FTCBI - we update it regularly. If you wish to have a look at the FTCBI that was published in the Financial Times please visit:

FT ComMetrics Blog Index - 2009-05-14

Rank	Company
1	Google	100	8	536497	214629
2	Viacom	31	6	915684	27183
3	Adobe	24	6	31114	29158
4	Nokia	23	7	253849	14388
5	Yahoo!	19	7	28149	8990
6	Reuters	15	6	203203	100
7	Cisco	14	6	43028	146
7	Boeing	14	6	30038	338
7	Oracle	14	6	12712	330
7	News Corporation	14	6	11567	1554
7	Johnson & Johnson	14	6	10084	337
7	Amazon	14	6	7291	33
7	Toyota	14	6	6203	187
7	American Express	14	6	4931	2507
7	Coca-Cola	14	6	4289	276
7	General Electric	14	6	2830	258
7	AOL	14	6	1233	0
7	Wells Fargo	14	6	857	79
7	Telenor Group	14	6	376	4
7	Accenture	14	6	228	3
7	E.ON	14	6	40	0
7	Alcoa	14	6	31	2
23	Time-Warner	12	5	30850	288
23	Daimler	12	5	29752	326
23	InBev	12	5	26170	180
23	EMC	12	5	16325	1253
23	Emerson Electric	12	5	7648	243
23	Nike	12	5	6640	324
29	Siemens	11	5	8787	47
29	Fedex	11	5	4973	91
29	BNP Paribas	11	5	4792	47
29	Verizon Communications	11	5	4470	43
29	Deutsche Telekom	11	5	2963	16
29	France Telecom	11	5	2251	32
29	Berkshire Hathaway	11	5	2038	37
29	Wal-Mart	11	5	1926	145
29	Chevron	11	5	394	13
29	Johnson Controls	11	5	275	9
29	Henkel	11	5	239	19
29	Ericsson	11	5	123	0
29	GlaxoSmithKline	11	5	100	13
29	Royal Bank of Canada	11	5	31	4
43	BBVA	9	4	26465	347
43	Telia Sonera	9	4	11239	90
43	BASF	9	4	9615	18
43	Samsung	9	4	5391	18
43	eBay	9	4	5142	137
43	Hewlett Packard	9	4	4105	0
43	Swisscom	9	4	2159	30
43	Bank of America	9	4	999	30
43	Petro Canada	9	4	540	24
43	Centrica	9	4	371	0
53	Kraft Foods	7	3	2147	38
53	Cadbury Schweppes	7	3	814	18
53	Telstra	7	3	554	6
53	Deutsche Bank	7	3	124	1
53	Volvo	7	3	94	4
53	Sygenta Inc.	7	3	41	0
53	Fiat	7	3	41	0
53	Aviva	7	3	26	0
61	Nissan	5	2	25302	222
62	ABB	4	2	338	3
62	Novo Nordisk	4	2	62	3
62	Unilever	4	2	38	0
62	Royal/Dutch Shell	4	2	26	0
66	McDonald's	0	0	7284	178
66	GM	0	0	3179	269
66	ING	0	0	1039	39
66	Dell	0	0	589	45
66	Procter & Gamble	0	0	478	10
66	Renault	0	0	348	42
66	Sony	0	0	253	2
66	Microsoft	0	0	230	93
66	Arcelor Mittal	0	0	115	6
66	Nestl�	0	0	32	1
66	IBM	0	0	30	0
66	SAP	0	0	24	0
66	UPS	0	0	0	0

Note. Some of the calculations used in this table draw upon publicly available information that has not been independently investigated by ComMetrics - a division of CyTRAP Labs GmbH. Other data were independently investigated and collected by ComMetrics. Rankings do not represent a guarantee of future performance for blogs.
In the case of several blogs from one company (e.g., Daimler, Dell, Google, Oracle and Wal-Mart), the highest ranking one is included in this list.Check out more about the methodology used and composite indices applied.
Blogs that require registration to gain access are NOT included in this list because gated communities do not follow the Internet's philosophy of making information freely and easily available to the public.
Methododology.
The FT ComMetrics Blog Index ranks the effectiveness of the corporate blogs of the top 75 companies from the US, Europe and the rest of the world listed on the FT Global 500 2008.
To create the table, the highest-scoring corporate blog is given a ComMetrics Footprint score of 100, and other scores are recalculated as a percentage in relation to that top score. The corporation with an overall score of 100 is therefore not necessarily top in every category; rather, it has accumulated the highest composite score.
To arrive at a corporation’s rank, we examine the data for each indicator and standardize the value for each about its mean using z-scores. All criteria are then aggregated and re-standardized. The following categories are used in the table of raw data.
● Google PageRank interprets web links and assigns a numerical weighting to each site.
● Technorati Authority analyses the number of links to a blog from other sites.
● Technorati Ranking rates blogs according to authority and popularity.
● Yahoo! InLinks monitors links to a blog.
● Google Blog Search is a search engine for blogs that produces lists of results, the
●ComMetrics Footprint is the rankings we calculate using the above indicators.

What will happen during the current economic downturn? Tough recessionary times would suggest that more emphasis should be placed on this effective communications medium. We'll keep you posted.

P.S. - Some would say that there are no good indicators other than a site's own unique visitor numbers and bounce rate. However, these measures are increasingly inaccurate when attempting to determine the value derived from non revenue-generating activities like blogging. Of course, the indicators and composite indices we provide above may not give you the whole truth and nothing but the truth either.

Thus, data do help demonstrate a trend and while the difference between 90 versus 120 backlinks may be real, it is not necessarily something to worry about. Still, if your backlinks dropped or your competitors' backlinks improved significantly within the last six months, then getting your social media budget approved probably just got more difficult. Unless you can show how this will help to move your blog up in the rankings.