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Marketing

Published May 18th 2011

The Methodology Behind Brand Republic's BR 200

This morning Brand Republic published The BR 200 – a list of 200 of the web’s most influential bloggers on marketing, media and digital.

Unsurprisingly, there has been a fair amount of excitement surrounding the list so far today, with some people questioning ‘surprising entries’ and ‘curious omissions’.



As we partnered with Brand Republic on this project, we thought we should explain how the process worked.

Compiled by Brand Republic

The first thing to clarify is the 200 was a pre-selected list chosen by Brand Republic. In other words, the rankings do not mean the 200 blogs are necessarily the top 200 across the whole web.

It’s a tough job to get a list like this together; Brand Republic used both desktop research and crowd-sourced recommendations from Twitter to compile this first version. They are well aware that this is an iterative process and today is the starting point. Furthermore, they are accepting submissions and future iterations will be updated accordingly.

We think it’s great that they are doing this and giving visibility to all those on the list.

Ranked by Brandwatch

Once the list of 200 was complete, we ranked the sites.

As you may have seen from reading the host page of the BR200, our formula included metrics such as site traffic and MozRank and data from Twitter, Facebook and LinkedIn.

The algorithm we use for this is evolving and is relatively complex. Where it differs from other methods of blog-ranking is its encompassing of the social presence of those involved with the blog.

So, while metrics pertaining purely to the blog itself (such as site traffic, sites linking in etc) were taken into account, we also included analysis of the authors on Twitter, Facebook and LinkedIn. Taking into account the social element like this meant that scores were boosted the more linked up the blog was with the authors’ various social profiles.

That’s all we can really say for now without completely revealing all our secrets…

Not Ranked? Submit and keep blogging…

To round off we’d like to congratulate all those who made the list this time round, and in particular those fighting for the top spots. Clearly you’re doing a great job of blogging popular content and also keeping it social!

For those of you who didn’t make the list but feel you should – submit your blog to Brand Republic here and see if you make the top 200 next time round which BR are looking to do within a couple of weeks.

If you’ve any thoughts on what you think we could do to improve the ranking system or any other questions, please don’t hesitate to comment – constructive criticism always welcome!

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