Posts Tagged ‘technorati’

When It Comes to Digital Influencers, Blogs Rule

There are many reasons for brands to embrace bloggers?

Technorati’s “2013 Digital Influence Report”, which was published recently suggests blogs are powerful influencers when it comes to how consumers make buying decisions, ranking third behind retail Websites and brand Websites.

The interesting part is that blogs rank low on the totem poll when it comes to how much brands spend on social advertising. More than half of social spending goes to Facebook, YouTube and Twitter get 13% each, 6% is spent on influencers and only 5% on blogs.

“Though blogs and influencers don’t get a large portion of brands’ digital spend, they rank high with consumers for trust, popularity and influence,” the Technorati report said. “When making overall purchase decisions,for consumers, blogs trail only behind retail and brand sites.

“With regard to overall sources for information on the internet, blogs rank among the top five “most trustworthy” sources. As an example, according to consumers, blogs aremore influential in shaping opinion than Twitter, and when it comes to affecting purchase decisions, more important than Facebook.”

In other words, Technorati suggests the places where brands spend their money is “not fully aligned with how and where consumers are seeing value and being influenced”.

For brands, the big lessons is they need to spend more time and money on bloggers given how much clout they have with consumers.

This is valuable insight given blogs have been shuffled to the social background amid the enthusiasm about Facebook, Twitter and YouTube.

For brands not engaging with bloggers, it is important to develop a well-articulated plan about who to approach, how you’re going to communicate with them, and who is going to maintain relationships on an ongoing basis.

The important thing about a blogger outreach program is not treating it like a one-off or infrequent exercise. Brands that have strong blog communities have spend time to nurture them. It means treating bloggers the same way they treat reporters, and providing them with the same access to information and people.


2012: The Year of the Blog

Do you remember when blogs were sexy? Think about the time before Facebook, Twitter and YouTube. It was only five or six years ago that blogs were new and shiny, and it seemed that everyone was either enthusiastically writing one or reading lots of them.

As more social media services burst on to the scene, blogs were shuffled to the sidelines. Compared with Facebook, Twitter and YouTube, blogs became stuffy, staid and matronly. Blogs also required time, effort, creativity and hard work, while just about anyone could climb on the Facebook and Twitter bandwagons.

But a funny thing seems to be happening.

Blogs are coming back into vogue – sort of like the skinny ties your father used to wear that became hip and cool again.

As brands embraced social media, many have started to realize an essential part of being successful with social media is having content as the engine to drive it. This explains why content marketing is all the rage.

Not surprisingly, blogs are playing a key role within content marketing because they are vehicles that brands can use to provide value-added information and insight.

And unlike other social media services, brands own their blogs and reap the benefits such as improved SEO, increased Web site traffic and thought leadership.

Surprise, surprise: blogs are sexy again.

Brian Solis does a nice job in describing why blogs have so much appeal. “Blogs are underrated and largely underestimated. Not only are they platforms for self-expression, shared experiences and observations, they are becoming a live index of history in the making as told by people for the people.”

Now if Brian Solis, one of the leading social media practitioners and influencers, thinks blogs are the cat’s meow, you have to think brands should pay attention.

For Sysomos, this blog has played a key role in our marketing efforts over the past three years. It takes a lot of work to produce five posts a week but it hopefully offers existing and potential customers with a lot of food for thought, ideas and insight. And once in a while, we even talk about our social media monitoring and analytics services, MAP and Heartbeat.

You will likely be seeing more attention being paid to blogs as Technorati has released its 2011 State of the Blogosphere. In the introduction, Technorati said that:

“The Blogosphere is constantly changing and evolving. In 2011, we are seeing bloggers updating their blogs more frequently and spending more time blogging. The type of information influencing blogging has shifted from conversations with friends, which was the primary influence in 2010, to other blogs, which for 68% of bloggers are having more of an influence in 2011.”

Translation: Blogs seem to be back, baby!

What do you think? Are blogs becoming the belle of the ball again? If so, how do blogs play with what brands are doing with other social media services?

The Blogosphere is Doing Just Fine

There has been a lot of chatter, particularly within the mainstream media, about how blogs and blogging are apparently in decline as many users embrace Twitter and Facebook.

At the BlogWorld Expo conference, however, the constant theme has been that the blogosphere is still very much alive and well with strong growth in the number of blogs being created, the number of blog posts being written, and the number of people reading blogs.

During a keynote this morning, Technorati CEO Richard Jalichandra declared that:

“The category not dying or leveling off but thriving. There an amazing rise of professional class of bloggers, and blogging has become mainstream – proof of that is mainstream media itself has begun to emulate the writing styles of bloggers, and using the same technology to publish content. And more people are reading blogs than ever before.”

As well, Rick Klau, a product manager for Google’s, showed a chart from that traffic for,, WordPress and are all showing strong growth in 2009.

What appears to be happening is that instead of Twitter and Facebook hurting blogs, they’re complementary vehicles that many bloggers are also embracing.

Jalichandra said that 73% of bloggers are now using Twitter, compared with 14% for the general population.

Among the leading reasons that bloggers are using Twitter, he said, include promoting their blogs, marketing their businesses, sharing interesting links, seeing what other people are talking about to get story ideas, and interacting with their readers.