Technorati Blog

If there was one big take-away to Technorati's most recent State of the Blogosphere, its that the Blogosphere is going international in a Big Way.

Only a third of blog posts are in English; today more people post in Japanese than in any other language. And the number one blog worldwide: its 老徐 徐静蕾 新浪BLOG

With the incredible growth of the blogosphere, brands and media companies worldwide realize that their communications environment is also in for big changes. The clout that bloggers have developed the U.S. is going global. The lessons that marketers have begun to learn here--- get a clue, listen, participate, engage--- will soon apply everywhere.

Its against this background that Technorati and Edelman, the largest independent global PR firm, are announcing a relationship that's all about supporting the international growth of the blogosphere.

Technorati is accelerating the development of fully localized versions of our service in Chinese, Korean, German, Italian and French. These will be moving through development and testing over the coming months and will be complete, public products in early 2007. (Technorati today can show posts in 20 languages, but so far we've only done completely localized versions in English and Japanese).

Edelman is providing support for this accelerated development effort and will have access to these new sites as they are in development and testing this year. They will be working with their international clients on how to listen to and engage the blogosphere. How to move away from one-way, command and control marketing towards the conversational era we've entered. (For example, how do you get a brand to embrace and give voice to its customers as fully as Paramount Classics has?)

Both of these developments are testimony to the incredible changes to media, marketing and communication that blogosphere is bringing about--- and to the increasing global reach of these developments.