Tuesday, October 28

Killing Blogs: Wired Likes Linkbait


Ever since Wired magazine saw some success by declaring newspapers dead, it seems to have developed an appetite for declaring everything dead. The latest victims? Blogs. Yep, Paul Boutin says blogs are dead.

"The blogosphere, once a freshwater oasis of folksy self-expression and clever thought, has been flooded by a tsunami of paid bilge," wrote Boutin, who also writes for Valleywag. "Cut-rate journalists and underground marketing campaigns now drown out the authentic voices of amateur wordsmiths. It's almost impossible to get noticed, except by hecklers."

Hecklers like, um, Paul Boutin? (Joke.) Come on, the linkbait has never been so obvious. So here's one study Wired didn't consider:

Blog influence on consumer purchases eclipses social networks

BuzzLogic, a social media analysis company, recently released a study that suggests frequent blog readers (defined as consumers who read blogs more than once per month) use blogs as the top online navigation tool to discover other blog content, ranking higher than general searches on search engines. Here are some other findings after surveying 2,000 online consumers in the United States:

• 38 percent said blog links were the top tool for discovering new blog content, edging out 34 percent who said search engines.
• 39 percent said blog links appear to have similar impact as a trusted recommendation from a person.
• 40 percent of blog readers have taken action as a result of viewing an ad on a blog (50 percent for frequent readers).
• 50 percent said blogs influence purchases and that they find blogs useful for purchase information.
• 56 percent said blogs with a niche focus and topical expertise were key sources, making consumer useful.

"For a portion of Web users, blogs rival search as a navigation tool, which has really interesting implications for advertisers," said Rob Crumpler, CEO of BuzzLogic. "Blogs are becoming trusted guides, steering users who are seeking very specific information to places of interest online."

Crumpler is right, of course. But what makes the difference? Boutin seems to have fallen for the buzz of blog generalization. As I continue to tell my friends in the media, blog credibility doesn't come from the tool; it comes from the individuals who share insights, experiences, and knowledge. How they share information is of little consequence.

Each "blogger" has an opportunity to establish themselves as a trusted source among their readers. And, one way to damage that credibility is to rely too heavily on linkbait that declares things dead too much (like blogs from a blog, no less). Oh well, at least it's not as scary as what they put out last Halloween. Boo hoo.

A few other posts on the topic of blogs being dead, including the blog that Boutin also writes for:

mathewingram.com/work
Valleywag
Pulse 2.0

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2 comments:

Ike on 10/28/08, 8:33 AM said...

Have you been secretly mining my Tweetstream-of-Death?

"Blogs are dead. The News Release is dead. Twitter is dead. PR is dead. Castro is... spending a Weekend at Bernie's."

"'________ is dead' is the new black. And black is so, so very dead."

"Blogging isn't dead, blogging ABOUT blogging is dead. So is blogging about the death of news releases. And blogging being dead."

Rich on 10/28/08, 8:38 AM said...

Hey Ike,

Ha ha.

Nope. It's not my first time on this subject. But it is one subject I think we 100 percent agree on. And I have been enjoying your Tweetstream-of-Death, which will one day, I suspect, be dead.

Best,
Rich

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