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.