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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:
Juicing The Orange
by: Pat Fallon, Fred Seen
Creativity is everything, and these guys have proved it in spades. Fred told me they wrote the book like they were just talking with you at a cocktail party. Cool!
The Corporate Blogging Book
Absolutely Everything You Need to Know to Get It Right
by: Debbie Weil
This book presents all the principles we practice here at NMW. It's the one we would have written on this very important topic ourselves -- if we weren't so darn busy!
Endorsements:
A random sampling of testimonials from clients and colleagues (refresh page for more)...
"Graeme has incredible insight about the tech world...(and) can turn those insights into compelling words that motivate regular people..."
Mike O'Connor
Founder
GoFast.net and several other ventures
"Graeme is the Twin Cities' most plugged-in tech blogger. "
Kim Garretson
Founder
Livinghome.com
Blogroll:
Blogs I read regularly (refresh page for more)...
Tech~Surf~Blog
by Graeme Thickins...Technology innovation -- it comes in waves...Graeme's *other* blog.
Venture Blog
by Dave Hornick..."A Random Walk Down Sand Hill Road" -- thoughts of a leading Web 2.0 VC.
WebInkNow
by David Meerman Scott...Online thought leadership and viral marketing strategies.
SoftTech VC Blog
by Jeff Clavier...An active seed-stage investor in Web 2.0 ventures, Jeff has unique insight into the world of new media.
Release 2.0
by O'Reilly Radar/Jimmy Guterman...Insight and analysis on the business and social impact of key technology trends.
Groundswell
by Charlene Li and Josh Bernoff...Winning In a World Transformed by Social Technologies -- a blog by two Forrrester Research analysts.
Linkroll:
Some tech / Internet / content sites I find useful in my work (refresh page for more)...