Behind The Scenes In The Blogsphere

Very interesting academic study on blogging conducted by Dr Nora Barnes, who is a professor of marketing at the University of Massachusetts Dartmouth. Dr Barnes wanted to find out how businesses can survive in the blogsphere.

Her study found:

  • Blogs take time and commitment, with many bloggers underestimating quite how much time is involved.
  • Blogs must be part of a plan, so decide on a focus, and define your measures of success. Don’t just do it because everyone else is doing it.
  • A blog is a conversation – strange how many people miss this point, because the biggest value is in the reader-writer relationship, imho.
  • Authenticity is good, bland is bad.
  • Consumers have gone willingly in search of more meaningful relationships, because most business communication is impersonal and one way
  • It is the humanity of the blogsphere that makes it an enormous threat to business as usual

There’s a lot in the study, and to my knowledge, one of the first academic studies of its’ kind. Well worth a read if you’re considering starting blogging, or those who haven’t quite got their blog where they want it to be.

The study concludes:

“Blogging takes time, commitment and honesty. In return, connections are made that are personal and strong….blogs act as a huge, ongoing focus group providing feedback and ideas”.

Well put. That’s the truth.

Hat-Tip: PatrickWeb


  1. ChrisChris06-15-2006

    Conversation is right, I hate the blogs that you go to, take the time to comment, and NEVER receive any sort of response. I make it a point on my blogs to respond to every comment, no matter how trivial it may be. At least to show that I’m paying attention.

  2. Peter Da VanzoPeter Da Vanzo06-15-2006

    Agreed. Kind of like walking away from someone, mid conversation.

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