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'Amazing' Case Study of Trial Blogging
"Nothing short of amazing" is Kevin O'Keefe's assessment of a just-published case study about live-blogging a Rhode Island lead paint trial. Results from the experiment in trial blogging, he notes, included "high traffic, search engine performance, dialogue, community building, and investment community interest."
The study that has O'Keefe so excited was published yesterday at the blog ValuePlays. It describes the experience of Jane Genova, a self-described "writer with a passion for legal issues," who reported on the four-month trial through her blog Law And More. In the case study, Genova explains the genesis of her live-blogging experiment:
"She undertook this project in order to learn more about how to use digital technology as a real-time tool in event-coverage, advocating a point of view, developing new business for her communications boutique, enhancing her brandname, expanding her network, and integrating social media with mainstream media (MSM)."
In other words, it was an experiment in journalism, new media, business development and marketing, all rolled into one. More to the point, it was a highly successful experiment -- one with lessons for anyone who blogs. As Todd Sullivan, the author of ValuePlays, put it in his introduction to the case study: "It is an interesting read for all bloggers, just substitute your blog subject for 'lead paint' and you can get something out of this."
Among the results Genova logged:
- More than 1,000 posts, with 490 during trial and the rest in its wake.
- Some 3,500 e-mails sent to her from security analysits, hedge-fund operators, employees of the defendants, shareholders, attorneys and others.
- Roughly 175 phone calls received, the majority from security analysts and hedge-fund operators.
- Twelve invitations to lunch.
- An surge in traffic to her blog from 1,000 visitors when the trial began to 12,000 on the day of the verdict.
- Top rankings on Google.
- Posts picked up by several high-profile blogs.
- Blog posts quoted in mainstream media.
- Invitation to be keynote speaker at 2007 Paint and Coatings Annual Meeting.
Genova offers many more details in her case study, including descriptions of her blogging style and her development of sources. O'Keefe calls it "easily the seminal piece on the how to and impact of live trial blogging." It is, as well, a case study on the impact of blogging of any type.
Posted by Robert J. Ambrogi on June 4, 2007 at 04:19 PM | Permalink
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