While searching for terms and phrases on a project, I began to wonder how well the Technorati ‘authority’ claim will really help you find timely information. You know, what is the hot topic of the day – and, what do the bloggers with the most ‘authority’ have to say about it.
On a day when Glaxo’s Michael Pucci is unleashing 8,000 sales people on the world as a speakers bureau and calling it wise PR, I thought this would be a hot topic.
In fairness, this is a timely topic and these sites may all post about it soon. This is just a simple (and perhaps flawed) test to see if I can really find timely authoritative opinion about a new story.
So, I searched in all of the blogs and sites Technorati lists as authoritative for PR and here is what I found them writing about. This post references those blogs indexed at: http://technorati.com/tags/pr.
#10 Darren Barefoot (Feb. 23, 2006) is doing PR for his friend by helping him find a job. A kind gesture and it is publicity – a function of PR. So, Darren gets a thumbs up. Hey, he is helping his friend.
#9 Robert Basic (Feb. 24, 2006 – he’s overseas) feels a linkfest similar to automated del.icio.us posts is the way to go. Hey, I do those, so I can’t complain. There are PR relevant links. This is good, but no Glaxo. Don’t they sell overseas?
#8 Handelsblatt – Thomas Knüwer (Feb. 23, 2006) shares how he, as a journalist covering the Olympics, is really only thinking about how to get home. The buzz is gone from the trip. He just wants outta there. (Mind you, that’s what I get from the translation via Google. It is a German blog and I don’t read or speak German.) See their post.
#7 AdFreak (Feb. 23, 2006) spoils Kentucky Fried Chicken‘s ad ploy by giving away the code that KFC is trying to get viewers to find (by being forced to watch the ad over, and over, and…).
#6 BlogAdvance (static page) is writing about themselves. Actually, authoritative link provided by Technorati points to their self-promotion “why we are special” page – not their blog. I’ll repeat that. Technorati is not pointing to their blog as authoritative. They are pointing to BlogAdvance’s “pay us to promote your blog” page. Is this yet another example of “playing the system?”
#5 Adland (Feb. 24, 2006) features a global brand campaign featuring wallpaper. The focus is on advertising, duh. Adland, ya’ know. Hey, if you tag your stuff as PR, Technorati doesn’t care. They think it is authoritative.
#4 Adrants (Feb. 23, 2006) features a press release promoting a “sham” viral video. Hey, at least they are talking about press releases.
#3 Creating Passionate Users (Feb. 22, 2006) is also at the Olympics, but they have easily the most interesting and unique post about the relationship between music, athletic performance, product brands and the Olympics. And, they are doing PR for iPod by virtue of the post.
#2 Gapingvoid (Feb. 23, 2006) is helping a business school student with their homework. Hey, at least he is doing something kind and postive for others. Some of the questions were interesting, but I fear it is a student getting someone to do his/her homework. No details about it, so I may be wrong.
#1 Steve Rubel (Feb. 23, 2006) – Um, he’s writing about himself. A personal media tour via podcasts and blogs where he asks people to ask him to interview them. Hey, you can’t make this stuff up.
For the record, I search all of the blogs for even the mention of Glaxo and found that none of the Top 10 have written about today’s topic. I will write about it tomorrow, for what it is worth.
Barefoot = 0 mentions
Basic = 3 mentions (from 2005)
Handelsblatt = 0 mentions
adfreak = 0 mentions
BlogAdvance = 0 mentions
adland = many ads, from 2005 back to 2003… nothing recent
adrants = 0 mentions
creating passionate users = 0 mentions
gapingvoid = 0 mentions
Rubel = 3 mentions (from 2005)
So, the top 10 most “Technorati authoritative” blogs / sites have nothing. Who does? Google, Yahoo! and many other search engines.
I like Technorati. It does have a useful purpose. But, their insistance upon using the term “Authority” is a sad mistake. Why they haven’t changed it yet, I have no idea. It diminishes their credibility by claiming credibility and having it so easily proven untrue.
What they are ranking is “link popularity” among sites. They cannot even assure you that the categories / tags they provide this supposed “authority” ranking to are correct. The tags are assigned by the users, not Technorati. Hey, a porn blog with 11 posts tagged “PR” ranks at #23. And those posts, among other things, feature a reposted PRWEB release. This is authoritative PR?
Finally, if you look through all the blogs listed as authoritative sites for PR, Public Relations or Marketing, you will realize that the combination of user generated tagging and Technorati’s hands off administration of the categories / tags gives us a completely unreliable and unjustifiable claim of authority. Some of them could hardly be described as blogs that primarily write about any of those topics. I know, it is the nature of the beast. The same could be said for del.icio.us, for example. But, it is a failing.
I’ll still use Technorati. I just wish they would stop kidding themselves. They aren’t kidding anyone out here.