The document analyzes media coverage and influencer discussion around security information and event management (SIEM). It finds that Dark Reading, ZDNet, and CSO Online drove the most narrative around SIEM, while topics around security operations, data security, and data breach resonated most. The analysis also identifies top influencers in the SIEM space and their social reach, as well as trends in topics like digital transformation discussed by influencers.

1. 2018 MEDIA & INFLUENCER ANALYSIS:
SECURITY INFORMATION AND EVENT
MANAGEMENT (SIEM)

2. Machine
Learning
UEBA Platforms
Analytics
Framework
Critical Data Devops
Data Migration
Privacy &
Security
Data
Protection
Proactive
Security Healthcare
Patient
Security
Endpoint
Security
SOC
Threat Hunting Data Breach
Dark Web
Detection &
Response Reporting
Threat Visualization
Cloud
Vulnarabilities
Insider Threats
Network Traffic
Incident
Response
Protection
Personal
Data
Response
Planning Data Center
Security Operations
Security Analytics
Data SecuritySecurity Operations
Threat Intel Data Breach
MEDIA & INFLUENCER ANALYSIS: SECURITY INFORMATION AND EVENT MANAGEMENT (SIEM)
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Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
10000
20000
30000
40000
50000
60000
1/7/18 2/7/18 3/7/18 4/7/18 5/7/18 6/7/18 7/7/18 8/7/18 9/7/18 10/7/18 11/7/18
Coverage Volume
SECURITY
OPERATIONS
DATA
SECURITY
DATA
BREACH
SECURITY
ANALYTICS
THREAT
INTELLIGENCE

3. MEDIA & INFLUENCER ANALYSIS: SECURITY INFORMATION AND EVENT MANAGEMENT (SIEM)
WHO IS INFLUENCING THE CONVERSATION?
INFLUENCER TOP MEDIA CONSUMPTION
DANIKA BRINDA
Professor, Health Informatics and Information
Management, Healthcare Privacy and Security.
Audience Size: 6K
DISSENT DOE
Independent Consultant, DataBreaches.net &
PogoWasRight.org
Audience Size: 32K
ANTON CHUVAKIN
Research Vice President & Analyst, Gartner,
#InfoSec, #SIEM, security analytics and threat intel.
Audience Size: 32K
JON OLSTIK
Principal Analyst, Enterprise Strategy Group
interested in networking and security.
Audience Size: 4K
DAVID BISSON
Contributing Author, IBM Security Intelligence,
@TripwireInc, @Venafi @Gemalto @ZixCorp
Audience Size: 14K
BYRON ACOHIDO
Journalist, LastWatchdog.com Pulitzer Prize-
winning journalist, security consultant.
Audience Size: 6K
Dark Reading 1,259 SC Magazine 392
HelpNetSecurity 1,231 Threatpost 350
ZDNet 1,009 The Verge 350
Forbes 881 WIRED 299
TechRepublic 395 Data Breach Today 240
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-0
1-01
2018-0
2-01
2018-0
3-01
2018-0
4-01
2018-0
5-01
2018-0
6-01
2018-0
7-01
2018-0
8-01
2018-0
9-01
2018-10
-01
2018-11-01
2018-12-0
1
Future of Work Digital Transformation Digital Workplace Artificial Intelligence Machine Learning Automation
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS)
JACOB WILLIAMS
Founder and President, Rendition InfoSec Founder
@RenditionSec, incident response, and malware research.
Audience Size: 41K
ERIC VANDERBURG
Vice President, Cybersecurity, TCDI Cybersecurity,
Privacy, and Tech Leader, Author, Consultant.
Audience Size: 63K
KELLY SHERIDAN
Associate Editor, Dark Reading Covers cybersecurity
@darkreading
Audience Size: 27K

4. MEDIA & INFLUENCER ANALYSIS: SECURITY INFORMATION AND EVENT MANAGEMENT (SIEM)
THIS DATA IS IMPORTANT. HERE’S WHY:
TRACKING MEDIA VOLUME AND RESONANCE can help prioritize your media relations strategy in a few different ways. For one,
it might be easy to secure coverage in a publication that writes frequently about a specific topic. Consider this low hanging fruit
resulting in a quick win. Second, you can add more resources to the media publications that have higher resonance with their
readers. The more sharing, engagement and links to the coverage can help you go from measuring just impressions to business
impact.
A QUICK NOTE. While these insights can prove to be valuable, there are additional data points you should consider in
order to maximize your marketing and communications programs - leads & conversions, web traffic, social
engagement, community growth, share of voice, share of coverage and much more.
A DEEP DIVE INTO THE TOPIC ANALYSIS can help you uncover words and language the media uses that you may not have been
aware of. It can inform everything from headlines and bylines, to content published on owned and social media channels. But it
doesn’t stop there. By imitating the media’s usage of language, you instantly become more relevant in the market place (media,
influencers, customers, etc.) and your content will be indexed in Google for the keywords that your audience uses when doing
research in Google.
INFLUENCER MARKETING AND ENGAGEMENT is more than just retweeting and sharing influencer content. It’s more than paying
an influencer to attend an event or write a blog post too. Identifying ”real” influencers and examining their use of social
technology, sharing patterns, media consumption and topical keywords can help drive just about everything you do from a
marketing, communications and content perspective:
• Use the same words they use in bylines, headlines, blog posts, social, web content and yes, press releases (e.g. small nuances
like “Digital Workplace” versus “Digital Workforce” can make a huge difference in relevancy and search engine visibility).
• Pitch the media publications they read/reference the most.
• Engage. Do the basics like following, sharing and retweeting. Also, invest in content partnerships with influencers, target larger
groups of influencers using paid media, or co-collaborate with influencers to create content.

5. MEDIA & INFLUENCER ANALYSIS: SECURITY INFORMATION AND EVENT MANAGEMENT (SIEM)
EXPLANATION OF THE
MEDIA DATA
WHAT MEDIA PUBLICATIONS ARE DRIVING THE NARRATIVE?
There are two data points to consider in this analysis–article count
(volume) and resonance. Volume equals the total articles published in the
date range about the specific topic. Resonance equals the corresponding
social interactions (likes, comments, shares in social media, shares in
Reddit and 3rd party inbound links). When an article from a media
publication resonates with readers, they will typically share it in the
channel of their preference.
WHAT TOPICS ARE RESONATING WITH THE MEDIA?
These are the topics most resonating with the media when they cover the
topic analyzed. The larger the box, the larger volume of coverage using
that specific word or phrase. The smaller boxes represent subtopics of the
larger coverage topic.
VOLUME OF COVERAGE BY TOP 10 MEDIA
This is trend data showing the volume of coverage about the given topic
over the last 12 months from the media publications analyzed.
EXPLANATION OF
INFLUENCER DATA
WHO IS INFLUENCING THE CONVERSATION?
This is a sample set of influencers that are driving the conversation
forward (publishing or sharing) about the topic. We use 4 data points to
define and measure influence–reach, relevance, resonance and reference.
• Reach : What is the size of their social community across all digital
channels – blogs, RSS subscribers, published posts, social?
• Relevance : How often do they reference topics and keywords that
define an industry?
• Resonance : When they create content, how far does it travel on the
Internet? Do others engage with it?
• Reference : Are they referenced by other influencers?
INFLUENCER TRENDING TOPICS
This is a trend graph that illustrates the popularity of the core topics and
keywords used by the influencers over time.
INFLUENCER TOP MEDIA CONSUMPTION
This data represents the top media publications consumed, shared and
referenced by the influencers. It tells us what media publications the
influencer read.
Date Range: 2018
For more questions or inquires about this
data, please contact:
MICHAEL BRITO
EVP, DIGITAL & ANALYTCS
MICHAEL.BRITO@ZENOGROUP.COM