The longer I spend in the blogosphere the more I realise that there are so many overlaps between traditional media and the world of blogs.
The cold hard facts about the extent of the ‘creep’ may be news to you, especially as a business owner and marketer.
Many people still question the validity, purpose and results gained from blogging – especially for businesses and brands. But here’s some news, if you’re not already taking notice of them, then you should be. And add them into your media plans.
Bloggers are borrowing and repurposing many of the tools of mainstream media to promote themselves and build entrepreneurial online business. They have media kits, boilerplates, long form sales letters, call-to-actions, taglines, branding, and subscriber bases (aka circulation) that would put some longstanding print publishers to shame.
They are serious about what they say, how they are seen and the impact they can have – on a brand, person and reputation.
Just take a look at Technorati’s State of the Blogosphere.
The report covers many key areas that are sensitive to marketers and business owners alike – as well as being important to bloggers themselves.
“This year’s topics include: blogging and social media, bloggers and traditional media, traffic and analysis, brands and marketing in the blogosphere, bloggers’ motivations and consequences, monetisation, and changes within the blogosphere over 2011.”
If you’re short on time, here’s a quick run down on some findings, taken directly from the report:
1. Who are the bloggers?
“Roughly three fifths are male, a proportion that holds true over all blogger types. Not surprisingly, a majority of bloggers are in the 25-44 age range – but a third are over 44. Worldwide, bloggers are generally well educated“
“The majority of bloggers have been blogging for at least two years and nine out of ten who own a company or maintain a blog for their company blog about their industry.”
2. Bloggers and traditional media
“Almost one third of bloggers have worked for the traditional media, with a monthly magazine being the most common form (41%). 55% of Professional Full Timers and half of all Corporate bloggers have worked for a monthly magazine in the past. Of those who have worked with traditional media, 24% are still employed and blog separately.”
“81% report that their blog is part of a non-media company.”
3. Brands and the blogosphere
“38% of respondents say they blog about brands that they love or hate. 33% of Professional Part Timers post reviews at least once a week.”
“Bloggers are being actively courted. Nearly four out of 10 overall, 59% of Professional Part Timers, and 66% of Professional Full Timers have been approached to write about or review products. Pros are approached eight times per week on average. The most frequently approached Hobbyist, Professional Part Time, Professional Full Time, and Entrepreneur bloggers report being approached more than 200 times per week.”
“The majority of bloggers report that they are influenced by the overall behaviour of a brand or company. Close to 20% of bloggers report that they boycott products as a result.”
“Product reviews are the most common type of brand programs among bloggers. Professionals also participate in traditional PR announcement coverage and sponsored posts.”
“We asked respondents for their views on blogging vs. other types of media. Among other things, we found that more than two thirds believe their blogs are getting taken more seriously as sources of information, with 76% of Professional Full Timers agreeing.“
4. Media habits of bloggers
“Overall, 14% of bloggers spend at least 21 hours per week visiting social media sites.”
5. Consumers in the blogosphere
“This is the second year we surveyed consumers on their trust of and attitudes toward the media they consume. Compared with other media, blogs continue to outpace other social media and many traditional media in terms of trust and generating consumer recommendations and purchases. Facebook remains somewhat influential, but less so than blogs, and Twitter has seen a drop in influence over the past year.”
A complete copy of the report findings can be viewed on the Technorati website
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IT’S THAT EASY.
Image: renjith krishnan
It’s good to see somenoe thinking it through.