Part 14 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

When you think about social media, what do you envision? Twitter, Facebook, Youtube, Foursquare? If you’re like me, blogs would have made the top of the list. But how can blogs survive in a time when the attention of connected consumers is not only precious, it’s elusive. After all, people can read no more than 140 characters at a time right? With the surplus of networks and a river of social activity that washes away personal information levees, how can we be anything but distracted?

I believe that we are indeed overwhelmed, but we are not distracted. We are in fact focused. Let me restate that last sentence. We are focused, against a different standard than that of five years ago, on what is important to us. If long-form content is shared within our interest graph and possesses relevant information that is true to our interests, it will be consumed. If it content, no matter how great its length, is true to who I am, I will share it. Not just because I want others to share in its relevance, but because doing so is a form of self-expression and the words of others can lend to a piece of the puzzle that completes me online and offline.

Over the years, blogs have formed the foundation of social media, democratizing the ability to publish thoughtful commentary, build a noteworthy community and equalize influence along the way.

Blogs are underrated and largely underestimated. Not only are they platforms for self-expression, shared experiences and observations, they are becoming a live index of history in the making as told by people for the people. Each year, I take to my blog to share the state of the blogosphere based on the annual report published by Technorati. Going back to 2004, Technorati has documented how blogs have changed the landscape for information commerce to not only provide insight into the world of blogs and the bloggers whose voices we are growing to trust across a variety of topics, but also into the numbers behind their ascendance.

The Age of Influence

Bloggers span from hobbyists to professionals, both part-time and full-time, corporate and also entrepreneurs. The vast majority of bloggers polled by Technorati fall into either the Gen Y or Gen X category.  It’s important to note that this isn’t reflective of the age demographics of who’s reading blogs, simply which age groups are actively publishing blogs.

Where in the World is my Blog?

The study was distributed only in English, yet bloggers from all over the world participated. While the majority of respondents blog from the United States, Europe, Latin America, and South Asia made notable appearances.

This reminds me of a trip during the winter of 2010 to Gdańsk, Poland where I had the opportunity to present at the annual Blog Forum event. To this day, it’s still memorable for many reasons. First, it was held in the original shipyards noted for its role in the Solidarity (Solidarność) movement recognized as one of the first steps in leading the collapse of communism across Eastern Europe. Second, the enthusiasm around blogging was euphoric, reminding me of the early days of social media in San Francisco circa 2005/2006. I presented the 2010 State of the Blogosphere at this event and here we are, one year later, and the passion only continues to intensify among creators who channel relevance through words and media.

The Blogger Experience

Bloggers are a diverse bunch. The majority of casual and professional bloggers have posted their views and experiences over the last two years. However, the concentration of bloggers closely follows with many blogging 4-6 and also greater than 6 years.

At the same time, bloggers aren’t focused on any one property. Professionals will blog at as many as four properties. This is up from an average of two blogs noted in the 2010 report.

It’s Time to Blog

In aggregate, most bloggers will spend anywhere between one-to-three hours blogging per week followed by three-to-five and five-to-10 weekly hours. 25% of professional bloggers are dedicating upwards of 40 hours or more per week. I’m not a professional blogger in that I do not derive revenues from my posts. But, I do invest over 10 hours on a weekly basis on researching and writing blog posts.

In terms of frequency, bloggers across the board will publish two-to-three posts per week. However, a notable percentage of professional, corporate, and entrepreneurial bloggers post once or twice per day.

Of those bloggers who are investing greater volumes of time and energy in blogs, it’s for good reason. It’s not just about pontification or sharing experiences in long-form. Bloggers can point to the ROI specifically…and it’s encouraging many to invest more in their blogging routines.

Most note that blogging has proven to be valuable for promoting their business or to one’s profession. Additionally, professional, casual, and corporate bloggers city audience engagement as motivation to create.

And, bloggers find that their work is getting taken more seriously as sources of trusted information and news.

From Traditional to New Media

As many as 40% of today’s professional and 35% of corporate bloggers once worked as a writer, reporter, producer, etc. in traditional media. The skillset is certainly optimized in terms of content creation. Learning social skills becomes critical for their continued success. On the corporate or entrepreneur fronts, the move to brand publishing or brand journalism as it’s often referenced, appears to be gaining momentum…thankfully. I’m relieved to hear that businesses are taking a more useful and informative approached to leading customers toward insight and resolution. My patience for marketing speak eroded long ago.

What is Your Source of Inspiration?

I found this slide interesting and also not surprising at the same time. Among the top influences for bloggers to find material to blog about is…well…other blogs. That also says everything at the same time. Blogs are often viewed as the people’s press and there can be an element of implied trust that yields the type of power that traditional media possessed in its golden years.

Nobodies are the New Somebodies

Brands look to influencers to help communicate the value or mission of the business to hopefully drive favorable actions. Bloggers continue to prove instrumental in brand marketing, advertising, and engagement. Let’s set aside the SEO and SMO advantages of blog influence for a moment. Let’s talk about everyday consumer influence. In the social web, people make decisions based on the information that’s presented to them in either the results of their search or the words of their friends and peers. Influence is the ability to cause effect or change behavior. Technorati found that between 40-50% of all bloggers, whether personal or professional blog about brands. The advantage of blogs for brands comes down to resonance. Blogs will live longer than Tweets or any status update for that matter.

Upwards of 70% of bloggers are already following their favorite brands in social media.

And knowing this importance on the relationships between bloggers and their communities, only 40% in aggregate have ever been approached by brands. Remember, it’s not just about the A-list, it’s about the magic middle!

With the love affair content creators, creators and consumers experience with the micromedia in social networks, blog posts contribute to the library of knowledge around any subject. They offer the ability to express perspective and offer context in  statusphere and they influence decisions, actions, and behavior. Whether it’s to demonstrate thought leadership, earn authority, generate leads, change perception or sentiment, blogs continue to lead the way while disrupting traditional media along the way. For businesses, the time is now to embrace your influencers and their networks, of all shapes and sizes, while blogging to become influential in the process.

Live to blog.

Blog to influence.

Order The End of Business as Usual today…

Part 1 – Digital Darwinism, Who’s Next
Part 2 – Social Media’s Impending Flood of Customer Unlikes and Unfollows
Part 3 – Social Media Customer Service is a Failure!
Part 4 – I think we need some time apart, it’s not me, it’s you
Part 5 – We are the 5th P: People
Part 6 – The State of Social Media 2011: Social is the new normal
Part 7 – I like you, but not in that way
Part 8 – Are You Building a Social Brand or a Social Business?
Part 9 – CMO’s are at the Crossroads of Customer Transactions and Engagement
Part 10 – From Social Commerce to Syndicated Commerce
Part 11 – You can’t go back to create a new beginning, but you can begin to change the ending
Part 12 – How to Make Customer Service Matter Again Part 1
Part 13 – How to Make Customer Service Matter Again Part 2
_____

Image Credit: Shutterstock (Edited)

The question we ask ourselves when examining the state of the blogosphere is whether or not the cup is half full or half empty? Personally, I believe the answer lies in the nature of circumstances. If drinking from the glass, it is then half empty. If pouring, it is half full.

With the rise of Twitter, Posterous, Tumblr and other forms of micromedia, many believed that the glass was half empty. Blogging appeared passé as many individuals opted for microblogging, investing in the art of the short form. After all, the blogosphere at one point seemed to succumb to the allure of the statusphere and the effortlessness and trendiness of rapid-fire, micro publishing. But, something was lost in translation over the last few years…context.

Today, 100 million Tweets flew across Twitter.

On Facebook this month, the average user created 90 pieces of content and contributed to the more than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) collectively shared each month.

But blogging perseveres – as it should. It is a place where context, thoughtfulness and continuity are rewarded with inbound links, ReTweets, bookmarks, comments and Likes. Blogs are the digital library of our intellect, experience, and vision. Their longevity far outlasts the short-term memory of Twitter or any other micro network. In fact, with Twitter, we are simply competing for the moment. With blogs, we are investing in our digital legacy.

The State of the Blogosphere 2010

Since 2004, Technorati has published its annual State of the Blogosphere report. As it indexes over 1 million blogs, Technorati is the authority. This year, the team dove deeper into the blogs with a focus on female bloggers and mobile blogging. No matter which network you call home, blogs are the pillars of the democratized web. Blogging sets the foundation for influence providing an intellectual epicenter for vision and knowledge.

To begin, let’s take a look at the residence of bloggers worldwide.

Almost one-half of all bloggers reside in the United States with 29% blogging in Europe.

Respondents for the survey, which was administered in English, represented 24 countries. 38% of respondents resided in North America – 33% in the United States specifically. Participants from Europe account for 19%.

Gender

Two-thirds of bloggers according to Technorati are male. Naturally, we see that a majority of bloggers post as a hobby or as a part-time occupation. However, now we see that a notable percentage, equal to that of part-timers, are corporate as well as self-employed bloggers.

Age

According to Technorati, 65% of bloggers around the world fall between the ages of 18-44.  Hobbyists and part-timers tend to range between 25-34. Self-employed bloggers account for the majority of 35-44 year olds.

Blogging’s Incumbents vs. Newcomers

Blogging, over the years, continues to move toward the mainstream.. Half of all bloggers who responded are currently working on their second blog. 81% have blogged for over two years. And for those who doubted the future of blogging, 96% have blogged for at least one year. This graph shows us that a majority of bloggers are indeed veterans. As we can see, corporate bloggers represent a significant percentage of those who have been blogging for more than 6 years. The second largest contingent of bloggers have done so for 2-4 years, followed by a group of dedicated writers who have been at it between 4-6 years.

Born to Blog

What might have started as a form of self-expression has officially graduated into fully fledged self-actualization. 30% of corporate bloggers admit to blogging as a way to get published or featured in traditional media. 57% of self-employed bloggers share their expertise and thought-leadership as a way of attracting new clients.  Across the board however, the preponderance of bloggers speak their mind to meet and connect with like-minded people. Blogs form the basis for the formation of interest graphs, which, for all intents and purposes, represent the next stage of social networking. Close behind, a significant faction of bloggers use the platform to speak their mind as tied to areas of interest, specifically hobbyists, part-timers and the self-employed.

Why we blog today and why we blog tomorrow may in fact, represent maturation. When asked about the future, most replied with the intention of blogging more frequently. Additionally, many planned on expanding the topics they currently cover. Surprising and also not surprising, many bloggers hope to publish a book and also expand their reach through the contribution to other blogs. Also worthy of mention, bloggers are looking to increasingly create content through their mobile devices.

The Building Blocks of the Blogosphere

When it comes to technology, blogging is an interesting discussion to host. Traditional blogs require hosting on a “traditional” blogging platform. Accordingly, we see that an overwhelming slice of bloggers host their blog on WordPress, followed by Blogger. It’s safe to assume that next year, we’ll see the rise of a new form of blogging platforms, those dedicated to simplicity with an emphasis on mobility, curation, instant presentation, and community.

The Media in Social Media

To tell a more complete story, bloggers must balance text with other forms of media. The weapon of choice? Photos…

Indeed, after the focus on the rise of video in social media, photos remain as the preferred visual to help tell a story. Video is however, second across the board. Audio, music or spoken, follows in a distant third.

Content Marketing

Blogging without an audience is merely a public journal. Bloggers are sharing their soul for a greater cause…your attention, your actions, and ultimately, the prospect of circulation. As such, writing is not enough to build desired audiences and desired outcomes. 55% of bloggers, including me, list their blog on Technorati in the attempts to attract a greater array of visitors. As such, a significant number of bloggers use Technorati tags to help boost their posts and blog when visitors search keywords.In general, Social Media Optimization (SMO) remains underestimated. While it’s an extension of SEO, it is none the less as important as SEO…it’s traditional search vs. social search.

It’s also worth noting that no blog is an island. Even with RSS, bloggers take to Twitter and Facebook to help create bridges between social and interest graphs to related content. And, we can’t overlook the act of commenting on other blogs in the hopes for reciprocal traffic.

It’s important to note here that the majority of bloggers do not directly link their blog to Twitter. But, as you can see, the appeal of automation sways many. Please, disconnect auto syndication.

Perhaps we should follow the trend of those bloggers who DO NOT link their blogs to Facebook.

The Benefits of Blogging

Let it be said that there’s money in insight and opinion.

Technorati reports that most bloggers classify themselves as hobbyists. However, those who make money at blogging, directly or indirectly (speaking, books, etc.) tend to do so on their own. For those who are considering the investment in a blog or those weighing the advantages of continuing to do so, let’s keep in mind an important maxim, you get out of it, what you put into it. For many, blogging has helped provide greater visibility into their industry. Research and writing usually equate to insight and comprehension. When you add a dash of perspective to it, we realize the value of a blogging platform. A strong contingent of bloggers also state the sharing views and observations results in the attraction of new business and clientele. Perhaps most important, but third in this study, blogging positions its financiers and the company they represent as thought leaders.

Blogging is rich with indirect opportunities, in which their presentation is commensurate with your dedication, perspective, and uniqueness.

Visibility is the minimum honor for thoughtfulness and dependability. An enviable array of bloggers are tapped to speak at industry events. Additionally, an overwhelming majority are tasked with contributing to industry press.

The Mobile Lifestyle

With the rise of iPads and mini-iPads (iPhones…it’s a joke about how the lack of AT&T service relegates the iPhone to the functionality of a smaller iPad), mobile blogging is enticing bloggers toward brevity…not because of the lack of insight or things to say, but simply because to dive deeper into thoughts, analysis or vision on a mobile device would prove daunting. So, in order to remain visible, some bloggers are writing shorter posts as a bet against presence in favor for substance.

2011 and the Future of the Blogosphere

Blogging will continue to evolve, gaining importance as time goes on. In 2009 and 2010, we saw microblogs and tumblelogs such as Posterous and Tumblr gain in prominence and universality. Tumblr alone boasts over 6 million users and 1.5 billion monthly pageviews and its only continuing to flourish. Unlike traditional platforms such as WordPress and Blogger, microblogs simplify and expedite the process of sharing ideas, experiences via text as well as other forms of rich media. But unlike Twitter and other micromedia, microblogs have memory. They still serve as a repository for the brand “you” and all that you represent…when strategically cultivated of course.

The evolution of social graphs into interest graphs sets the stage for a more efficient and connected network that combines context and attention, linking one another to the people and information they seek. In 2011 the social media landscape will undergo an interesting transformation as it ushers in a genre of information commerce and the 3C’s of social content, creation, curation, and consumption. While blogging typically resides in the upper echelons of the social media hierarchy, new services further democratize the ability to publish and propagate information. The digerati and everyday people alike will unite in the creation and dissemination of social objects.

Blogs will remain as the hallmark of expertise and opinion. Microblogs will empower those with a voice to easily share their perspective without the emotional and time commitment required of blogging. Micromedia will serve as the bridges between the events, observations, and social objects that bind us.

2011 is the year of information curation and the dawn of the curator. Curators introduce a new role into the pyramid of Information Commerce. The traditional definition of curator is someone who is the keeper of a museum or other collection. In social media, a curator is the keeper of the interest graphs that are important to them. By discovering, organizing, and sharing relevant and interesting content from around the Web through their social streams of choice, curators invest in the integrity of their network as well as their relationships. Information becomes currency and the ability to recognize something of interest as well as package it in a compelling, consumable and also sharable format is an art. Curators earn greater social capital for their role in qualifying, filtering, and refining the content introduced to the streams that connect their interest graphs.

Tools, networks and services that cater to the role of the curator will emerge, with several already leading the way. Storify, Curated.by, Pearltrees, Scoop.it, and Paper.li are becoming the coveted services of choice amongst curators as they not only enable the repackaging and dissemination of information, they do so in captivating and engaging formats. Like blog posts, curated content also represent social objects and curation services will spark conversations and reactions, while also breathing new life and extending the reach of existing content – wherever it may reside.

Curators play an important role in the evolution of new media, the reach of information, and the social nicheworks that unite as a result. Curators promote interaction, collaboration, as well as enlightenment. More importantly, services that empower curators will also expand the topography for content creation. Forrester estimates that 70% of social media users are simply consumers, those who search and consume the content available today…but never say anything in public about it. However, the ease of curation combined with the pervasiveness of microblogging starts to entice consumers to share information, converting the static consumer into a productive curator or creator.

Regardless of platform, blogging is a gift and an exercise in the democratization of information and the equalization of influence. With creation and curation increasing the exchange of information commerce, we are moving new media toward the mainstream. As such, what you consume and also what you share factor into the development of interest graphs and social nicheworks as well as the overall direction of new media. How will this change how and what you share?

Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Facebook

___
If you’re looking for a way to FIND answers in social media, consider Engage!: It will help…

___
Get The Conversation Prism:

___
Image Credit: Shutterstock (Edited)

In the grand scheme of things, this news seems a bit insignificant in light of other current events However, it is significant in the world of Social Media. As mainstream audiences embrace new media, every subtle nuance introduced from here on out reverberates across the social landscapes that define, shape, and dictate its evolution and its pace of adoption.

Today, Twitter changed its “update” button to a verb that will only gain in prominence, “Tweet.”

Thanks to good friend @Orli for her observation and also for capturing the screenshot.

It should be noted, that Twitter has applied to trademark “Tweet” and that process is still ongoing.

This is the second recent change in the culture and language of Twitter, with the first, rewording the prompt that triggered or shaped your updates, well, now Tweets. Originally Twitter asked, “What are you doing?” Now, you’re prompted by “What’s happening?” Again, subtle…but profound. As I’ve always believed, Twitter has always asked the wrong question and suggested that it change over time to continually inspire creativity, deep thought, profound statements and observations in addition to everyday status and conversations.

What do you think about this change?

UPDATE: You are also going to be asked, if you haven’t already, to decide whether or not to turn on your location.

Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Google Buzz, Facebook
—
Please consider reading my brand new book, Engage!