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March 29, 2012


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David Geddes

Katie -- What is the impact of massive amounts of media information? Good question. As always, it depends on your objectives. If your objective is to understand the mood of the communications marketplace, our research at Geddes Analytics (www.geddesanalytics.com) indicates that you do not have to analyze everything, far from it. First, inter-media agenda setting is high. This is an academic term for the fact that the media, including social media, follow each other very quickly. Second, if people do not get information from one channel, they will turn to another. COnduct the following thought experiment. What would be the impact if a random 50% of social and traditional media outlets were turned off for a week? Probably nothing, as people would shift their media acquisition to the remaining sources.


'Good measurement requires commitment' is a @kdpaine quote that will remain with me all week; until I choose the most relevant tools to monitor with!

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