Influence: Blogs vs. Social Sites
BuzzLogic recently commissioned a study from Jupiter Research regarding influence and the blogosphere. It found that blogs hold far more influence over readers (consumers) than do social networks. My first reaction when reading this news yesterday at CNET and ClickZ was to utter a sarcastic, “shocker.” Blogger influence has been something of a mantra here at FM for quite some time and it has been proven time and time again with a plethora of brand advertisers. The dedicated, involved, savvy audience that frequents leading blogs is a virtual goldmine for marketers. Thanks to BuzzLogic for continuing to spread the good word.
But I also have a feeling that social networks are getting a bad rap, here. Splashing ads all over social nets has been shown to be less effective than other forms of digital advertising, but brands who approach the social space with their eyes and minds open (and who remember the three rules of social media marketing: be authentic, be transparent, and add value) will find ways to engage consumers that can be every bit as effective as blog advertising and sponsorship programs.
See here for some very effective social network marketing efforts from Dell, BMW and Lenovo.
Hey Matt-
Great insights, thanks for the post. I agree with your take that social nets hold tons of promise for brands who understand the platform. I think what the study attempted to shed a little light on was consumer intent – the idea that when it comes to accessing content to fuel a purchase, do social nets factor into that experience? How, and to what extent? Obviously we still have a ton of learning to do here, and the study only began to scratch the surface. The more we can learn about how consumers perceive the value of different platforms, especially as it relates to buying behavior, the more intelligent choices marketers can make in leveraging them to meet specific goals.
Valerie Combs
BuzzLogic
Valerie – thanks for reading and thanks for the comment. Great work on this study.
“The more we can learn about how consumers perceive the value of different platforms… the more intelligent choices marketers can make in leveraging them to meet specific goals.”
Couldn’t agree more!
I couldnt agree more. It gives people a better sense of where the company is at in its development and keeping interested in whats current. Especially, where we are at the moment in the economy its especially vital to let your clients know that the doors are still open, and yes we are doing business.