Blog science: the numbers that matter

Nov. 12, 2010 | by tbrandon

Blog science: the numbers that matter

I get lots of reports, data and analysis to read through each week, but there’s one report that, year after year, I anticipate more than any other: Technorati’s State of the Blogosphere.

This year’s survey, taken by over seven thousand bloggers, highlights a few things I found particularly interesting.

Still a tension between bloggers and traditional media?

Thanks to Andrew Marr dissing bloggers as “inadequate, pimpled and single” and grousing that blogging is “not going to replace journalism”, the war of words wages on.

At a gut level, this just feels irrelevant and very out-dated to me, so it’s good to see the survey data backs me up.

Far from being the enemy of traditional media, 33% of all respondents and 49% of corporate bloggers have a traditional media background and 27% of bloggers are still employed in traditional media. These numbers are fairly consistent with last year.

High volumes required for authority

Reports from previous years have shown a correlation between post frequency and Technorati’s own authority ranking. This year, those blogs in the top 100 posted an average of 14.5 times per day. That’s unfeasible for all but highly organised multi-author blogs.

Some people are blogging less this year than they did last year. 30% of this group said they scaled back to devote more time to Twitter and 28% to devote more time to social networks – so less content, but more engagement.

Reputation matters

Bloggers are fussy about the brands they write about.

71% say they write only about brands whose reputations they approve of, while 19% advocate the boycott of products with negative reputations.

This reinforces the need for brands to be socially savvy with a solid content, engagement and risk management strategy in place.

UK mummy bloggers on the rise

In the US, “mommy” bloggers have held a position of power for a couple of years and the trend is really mushrooming here in the UK too.

Nearly 60% of mummy bloggers say they write about brands they love or hate, outpacing bloggers generally by more than 10%. And 55% of them follow one or more brands via social media.

If their organisation and influence is half of what it is in the U.S., ignore them at your peril – and realise the real opportunity they pose.

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