State of the Blogosphere 2011: Part 2
Welcome to Technorati's State of the Blogosphere 2011 report. Since 2004, our annual study has followed growth and trends in the blogosphere. This year's topics include: blogging and social media, bloggers and traditional media, traffic and analysis, brands and marketing in the blogosphere, bloggers' motivations and consequences, monetization, and changes within the blogosphere over 2011.
What’s in it for the Bloggers? Motivations and Consequences of Blogging Bloggers and Social Media
Brands in the Blogosphere: What Do the Marketers Say?
WHAT’S IN IT FOR THE BLOGGERS: MOTIVATIONS AND CONSEQUENCES OF BLOGGING
Among Professionals, Corporates, and Entrepreneurs, the leading metric of success is the number of unique visitors, while 42% of Professional Part Timers and 38% of Professional Full Timers cited revenue as the leading metric compared to 13% of respondents overall. 69% of Hobbyists say that personal satisfaction is a way they measure the success of their blog, compared to 57% of Professional Part Timers, 49% of Professional Full Timers, 40% of Corporate bloggers and 47% of Entrepreneur bloggers.
Asked by what measure they rank themselves against other bloggers, respondents overall cited personal satisfaction as number one, with the number of unique visitors coming in second.
70% of all bloggers use their blog to share their expertise and experience with others. Professionals also use their blog as a way to make money or supplement their income. Corporate and Entrepreneur bloggers are looking to gain professional recognition, while also using their blog as a way to attract new clients to their business.
Asked what is the primary reason they blog, the greatest number of respondents overall said they use their blog as a way to share expertise and experience with others. Many Hobbyists use it as a source to speak their mind on an area of interest (31%) while Entrepreneurs primarily use their blog to attract new clients to their business (29%).
Alex FlaggManager, Social Media and Digital Content Enablement
Overall, respondents seem to feel that blogging has had a positive impact on their personal life. 54% of respondents agree that they have made friends through their blog, and the same number agree that they have become more involved with their passion areas as a result of blogging. More than 60% of Corporate and Entrepreneur bloggers have gained greater visibility in their industry through blogging.
Almost half of respondents primarily blog about the industry they work in, but there is a clear progressive increase of this likelihood as blogging activity advances from hobby, to professional, and on to corporate or entrepreneur.
36% of all bloggers have been quoted in the traditional media for something they posted on a blog and more than half of Professional Full Time bloggers have been quoted.
Over half of respondents plan on blogging more frequently in the future and 52% plan on expanding the topics they blog about.
Continued on the next page