A few weeks can feel like a lifetime in the blog space, so commenting in January on the Technorati’s State of the Blogosphere 2009, published in October, might seem a little like the new media equivalent of reporting on the split of a certain Liverpudlian four-piece. But some of the results from their survey of 2000 influential bloggers are so powerful that brands and PR professionals would be wise to sit up and take notice if they are not already doing so. So in excusing my tardy comment, I think “better late than never” is an epithet which applies here, I think!
The social media space in general is a rich marketplace for consumers to share stories about their lifestyles and habits, their desires and fears, their families and friends, their social lives, and things that they have been buying and using. And of all the myriad social media, blogs provide the most detailed and richest opinions. So when the question Do you talk about products or brands on your blog? was asked, the fact that 70% of respondents answered “Yes” should make marketers sit up and take notice. Bloggers are giving no-holds-barred opinions on products, brands and services, often with huge readerships. Contrary to popular belief, many of these bloggers actively look to be contacted with story ideas and content, or at least a freebie. Blogger engagement could lead to much of this 70% turning into positive coverage.
The initial question was quite open-ended and subsequent poll questions give a better idea of just what bloggers are saying. As many as 38% claim to write product reviews (47% of whom do so at least monthly), with 46% talking more generally about “brands that they love (or hate)”. This clearly presents an opportunity for marketers to ensure that their brand is one that the blogger loves, that their product is the one that gets reviewed. 8% of bloggers have been paid for reviews. Meanwhile 38% blog about their experiences in stores or with customer care. Those devoted to the darkside may be interested to know that 18% blog about company information or gossip they hear.
When one considers the readership and influence of certain blogs, these statistics become very powerful indeed. Brand owners and marketers should be aware of the potential opportunities to raise the profile of their product by having it reviewed or at least mentioned. Many bloggers are open to being contacted with stories or information: bloggers need information and leads for stories and blog pieces as much as traditional journalists – indeed, over a third of the respondents to the survey have worked in traditional media in some capacity – and thus be familiar with PR systems.
The importance of blog content evaluation also becomes clear. Rumours and disinformation travel fast in the social media space, and with nearly one in five authors blogging about company gossip they hear, most companies would be well advised to keep a watchful eye on what is being said about them online as part of their PR strategy, and respond where necessary. These statistics show that it is more pertinent than ever for brands to start engaging and monitoring bloggers.
About The Author
Eoghan O'Neill
Eoghan O’Neill is a Social Media Analyst for Social Media Library. Responsible for developing the content within Social Media Library, Eoghan spends his day darting between reading blogs and Twitter posts from around the world, and with his nose deep in spreadsheets! Prior to joining Social Media Library he worked within Arts Marketing for a leading arts trust and is a Physics graduate from Imperial College, London.
Eoghan blogs frequently at Eoghan London and is an active user of Twitter too @EoghanLondon.
