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Two Studies: Blog Influence Rising, But A-Listers' Declining
03/10/08
Some interesting information popped up today about blog influence—actually, I saw two studies cited, within minutes of each other, that seem on first blush to be opposing. But, in reality, I determined they’re complementary, and certainly of interest to anyone involved in blogging or social media. The first was noted in a story called New Media An Important Place To Be Seen. In this piece, The Center for Media Research reports that, according to the most recent BIGresearch Simultaneous Media Survey, “many new media options are showing double digit growth.” In particular, blogging experienced 21.5% year-over-year growth for purchase influence—the second highest of any new media type, and well ahead of any traditional media class (many of which declined). Granted, this study was just for a single category of products (electronics), but other recent studies have show an increasing influence for blogs in general.
Then, I noticed that Guy Kawasaki posted on his blog today on the topic of The Myth of A-Listers and Influencers. He wrote about a CNET Networks’ three-part study called “The Influencer Study: Challenging Perceptions.” An excerpt from Guy’s post: “The flow of information isn’t coming just from a small group of connected individuals at the top. It flows between networks, regardless of the size of the network. Instead of a pyramid, the model of influence is more accurately shown as a diamond, emphasizing the importance of the large number of moderately connected influencers.”
So, there you go. Blogging continues its growth and maturity, and there’s a broadened understanding now about the influence of those blogs.
Keywords: blogs, bloggers, influence, new media, a-listers
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By: Randy
03/10/08 - 1:55pm
By: Graeme
03/12/08 - 7:43am
Please subscribe to one of my RSS-2.0 feeds... Recommended Reading:
Life 2.0
How People Across America Are Transforming Their Lives by Finding the Where of Their Happiness
by: Rich Karlgaard
Conceived after the Tech Crash, this book captured an historic time in Silicon Valley, when people began searching for something more than the rat race they had known. My friend Rich took a short sabbatical from his job as Publisher of FORBES and flew his plane all over the country to interview entrepreneurs who had found happiness in the unlikeliest of places -- and he started right here in Minnesota.
The New Rules of Marketing and PR
(Foreword by Robert Scoble)
by: David Meerman Scott
All about how to use news releases, blogs, podcasting, viral marketing, and other online media to reach buyers directly. One of the most important books on the whole social-media landscape today -- and I don't say that just because I'm in it... :-)
Endorsements:
A random sampling of testimonials from clients and colleagues (refresh page for more)...
"As a new company without much experience in web marketing, I needed someone with a deep understanding of how to effectively communicate online about our products and brand identity. Graeme helped me rewrite all of our web copy...wrote a press release...and knew what to do to increase our search engine optimization. After our re-launch, our site had more traffic, and his press release even gained the attention of Reader’s Digest... "
Marc Seaberg
Founder/CEO
WellnessChoice
"Syntactica was faced with launching a new type of search-related product ... we retained Graeme ... (and) received a ton of national exposure, at a very affordable price. "
Ward Johnson
Cofounder/VP Bus Dev
Syntactica
Blogroll:
Blogs I read regularly (refresh page for more)...
blog.pmarca.com
by Marc Andreessen...Thoughts from the Web pioneer and founder of social networking platform Ning.
Micro Persuasion
by Steve Rubel...How technology is revolutionizing media and marketing....from an Edelman PR firm exec.
How to Change the World
by Guy Kawasaki...The most creative, fun VC blog out there -- and also the best read.
Pronet Advertising
by Neil Patel et al...Personal experiences in online marketing.
MediaShift
by Mark Glaser...Tracking how new media, from weblogs to podcasts to citizen journalism, are changing society and culture.
WebInkNow
by David Meerman Scott...Online thought leadership and viral marketing strategies.
Linkroll:
Some tech / Internet / content sites I find useful in my work (refresh page for more)...