State of the Blogosphere / 2008

Day 2: The What and Why of Blogging

Previous reports: 2007, Index

Why have blogs become a significant part of the media landscape so quickly? Just what is it that makes the medium of blogging so compelling? What are bloggers blogging about and why?

Most bloggers write about multiple topics, and both personal and professional topics are equally popular. Half of bloggers consider their style to be sincere, conversational, humorous and expert. Although there is a perception of blogging as a means for writing a tell-all or gossiping, “snarky” and “confessional” fell to the bottom of the list of self-described styles among the bloggers that we surveyed.

Our survey of over 1000 bloggers reveals that both personal and professional topics are equally popular, with most bloggers covering multiple topics. Half of bloggers consider their style to be sincere, conversational, humorous, and expert in nature. Although there is a perception of blogging as a means for writing a tell-all or gossiping, those blogging styles fell to the bottom of the list among the bloggers we surveyed.

The majority of bloggers openly expose their identities on their blogs and recognize the positive impact that blogging has on their personal and professional lives. More than half are now better known in their industry and one in five have been on TV or the radio because of their blog. Blogging has brought many unique opportunities to these bloggers that would not have been available in the pre-blog era.

BLOGGER PROFILE

Tamara Gielen

Belgium

Blog:
BeRelevant!
Age:
36
What I do:
Director, Email & Digital Stratedies, OgilvyOne Worldwide; creator of B2Bemailmarketing blog; Founder of E-mail Marketer’s Club social network Retired (former senior editor of Business Week)
Me at home:
Living with Partner
My blog’s beginnings:
Started blog in 2005 for ecommerce class.
My blog today:
Resource for many in email marketing industry.
How my blog has impacted my career:
I get asked regularly to speak at email marketing conferences. In February, I started selling advertising on my blog and am finally getting paid for the numerous hours that I spend on my blog each week.

Blog-bit:

RSS subscribers: 1,331
Number of widgets used on site: 2
Most useful widget: Google AdManager — allows me to rotate my banner ads
Number of tools used on site: 8

Blogging topics are diverse

Both personal and professional topics are equally popular. Forty percent of bloggers consider their blogging topics outside of these categories. “Other” blog topics include: 2008 election, alternative energy, art, beauty, blogging, comics, communication, cooking/food, crafts, design, environment, internet/Web 2.0, Jamaica, and media/journalism.

Three-quarters of bloggers cover three or more topics. The average number of topics blogged about is five.

There were some global differences. Music is more popular and politics is less popular in Asia, while personal, lifestyle, and religious topics are less popular in Europe.

Sincere, Conversational, Expert and Humorous are top blogging styles

We asked bloggers how they would describe their blogging styles. Although there is a perception of blogging as a means for writing a tell-all or gossiping about others, snarky and confessional were at the bottom of the list in terms of blogging styles. Half of bloggers consider their style to be sincere, conversational, humorous, and expert in nature.

Some differences emerged across all segments. International bloggers tend to be less conversational and snarky. Asian bloggers tend to be more motivational and confessional, while European bloggers are more confrontational. Women tend to be more conversational in their blogging style, while men tend to be expert. Finally, those under 34 are more confessional in their blogging style, while those over 35 are more expert in their style.

Fewer than one in five bloggers consider themselves snarky or confessional.

Blogging Style (% top 2 box agreement)

Self expression and sharing expertise are the top reasons for blogging

Self expression and sharing expertise are the top reasons for blogging followed by networking and gaining entry into the traditional media world. Career advancement and monetary reasons are cited by one in four bloggers as their motivations for blogging. “Other” reasons include: activism, book publicity, personal satisfaction, self promotion, share my passion, to become known as an expert, and our favorite: “to bake half-baked ideas.”

Why do you blog?

Personal satisfaction is the key success metric for three out of four bloggers

82% look to more than one means to measure the success of their blog, with the average blogger looking at four distinct metrics. Personal satisfaction is by far the most popular measure of success, However, bloggers also track a variety of quantitative metrics ranging from revenue to number of subscribers or comments.

How do you measure the success of your blog?

Personal Bloggers Aren’t in it for the Money… But Wouldn’t Mind Making Some Anyway

When asked why they blog, the majority of personal bloggers do it for fun. Twenty percent are currently making some money blogging, and another 42% hope to make money on their blog in the future.

Personal Bloggers: Why I blog

One in three bloggers are concerned about blog readers learning their identity

Two-thirds of bloggers openly expose their identities on their blogs, while one-third are concerned for their privacy. The biggest reasons center around family and friends being harassed or disapproval from friends, family, or employers on views expressed in the blog. There was a larger concern outside of the US, and we heard from many bloggers who for various reasons prefer to blog under their “online identity”.

How important is it to you to conceal your real identity on your blog?

Why are you concerned about exposing your identity on your blog?

Allows me to break news and post rumors I hear about without fear of receiving bad info
Personal safety and privacy
I have deep respect for my company. I would actually like to mention it on my blog, but I don’t want to be seen as “representing” my company. So I avoid the topic as much as possible and have never mentioned it.
I don’t want people to associate my advice as something that is only applicable to an industry professional in my demographic. By being “Joe Everymanager” I hope to keep preconceptions low.
Internet censorship in China
I’ve chosen to blog as a character

Bloggers recognize the positive impact of blogging on their lives

The majority of bloggers recognize that blogging has increased their circle of friends, brought them closer to their circle of friends and family members, or has gotten them more engaged in their hobbies. Only a small minority have experienced a negative impact on their relationships as a result of their blog.

Impact of Blogging on Personal Life

Most Professional and Corporate Bloggers have benefited professionally

The majority of corporate and professional bloggers have seen a positive impact as a result of their blog. Half are better known in their industry, and one in four have used their blog as a resume enhancement. Fewer than one in ten have seen a negative impact from blogging and one in three have yet to see an impact.

Impact of Blogging on Professional Life

Blogging has opened up unique opportunities

Blogging has brought many unique opportunities to these bloggers that otherwise would not have been available. One in four have been invited to participate in an event as a result of their blog, one in five have contributed to a print publication as a result of their blog, and almost as many have found themselves on TV and/or on the radio.

Have you been invited to any of the following as a result of your blog?

Blogging has benefits

Half of bloggers attend events (e.g., movies, conferences, sporting events) for their blog. Among those bloggers who attend events, one third do so for free.

DVD, music, books and video
Computers
Electronics

Day 3
The How of Blogging

Day 1
Who Are the Bloggers?

State of the Blogosphere / 2008