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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:
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... :-)
The Eye For Innovation
Recognizing Possibilities and Managing the Creative Enterprise
by: Robert Price
Seven principles for an innovative enterprise, from the journey of Control Data. My career was shaped a lot by what I learned at this company, more than 20 years ago. It was an awesome, entrepreneurial organization -- till it was disrupted. But all companies eventually are.
Endorsements:
A random sampling of testimonials from clients and colleagues (refresh page for more)...
"As editor of a business magazine, I see all kinds of poor writers, but precious few good ones. Graeme is a very good writer. More than just writing ability, however, Graeme impresses me with the depth and breadth of his knowledge of the technology industry..."
Mark Druskoff
Former Editor
Minnesota Business Magazine
"Graeme, you are a wonder. You do indeed meet everyone."
Gary Bolles
Founding Editor
Conferenza, Interactive Week, Network Computing, CIO Insight
Blogroll:
Blogs I read regularly (refresh page for more)...
WebInkNow
by David Meerman Scott...Online thought leadership and viral marketing strategies.
How to Change the World
by Guy Kawasaki...The most creative, fun VC blog out there -- and also the best read.
Venture Blog
by Dave Hornick..."A Random Walk Down Sand Hill Road" -- thoughts of a leading Web 2.0 VC.
Alltop - Social Media
by Guy Kawasaki...All the top stories and blog posts on the topic of social media and marketing .... including yours truly!
PR 2.0
by Brian Solis...Documenting the convergence of social media, PR, and Web marketing
MediaShift
by Mark Glaser...Tracking how new media, from weblogs to podcasts to citizen journalism, are changing society and culture.
Linkroll:
Some tech / Internet / content sites I find useful in my work (refresh page for more)...