Sunday, September 17, 2006

New Research on Blog Reach and Why is Monster Blogging?

During the roundtable discussion portion of the ERExpo, I sat at a table called "New Technologies in Recruiting." Our task was to discuss "new technologies" in recruiting, and then brainstorm 3-5 obstacles and solutions.

It didn't take long for the discussion to veer toward "BLOGS." Ok, I'll admit, I threw it on the table. One of our roundtable participants, from Monster, commented that he didn't see much value in blogs and that the one's he'd read only talked about the weather and how their day was going.

My jaw hit the table. You've got to be kidding? First of all, Neal, which blogs are you reading? You commented that did nothing but blog about everybody else's blogs and point out the blogs people should be reading instead of providing real content about recruiting.

I disagree wholeheartedly and ask that you consider "taking another look."

Then, ask Jonathan Schwartz if he agrees with you. Then, ask Debbie what she thinks of Jonathan. An obvious blog-proponent, Rubel was even attracted to his new company because of his CEO's blog. Then, ask the bloggers at your own company if the time they invest in blogging is worthwhile. If not, then I think you should advise them to suspend their efforts immediately and begin pouring their hearts in to something more than a discussion of the weather and how their day is faring (yes, this is tongue-in-cheek, as they obviously blog about weightier topics).

Gotta rant for a sec - it is ironic how those that play down blogging and argue against it have (1) never engaged in blogging, and (2) can't seem to find anybody that benefits from and values blogging.
Rubel pointed me to some new research on blog reach and the two recently released studies are worth pointing to...

The first, from Charlene Li at Forrester, notes that 24% of Gen Yers read blogs. This is twice as high as the 12% of Gen Xers and three times the 7% of Young Boomers (ages 41-50) that read blogs. Charlene says "skeptics of blogs should suspend their disbelief and look to at least one bellweather demographic to get an idea of how widespread blog readership can potentially grow in the future."

The second tracks the impact of blogs on B2B brands. The study, conducted by KnowledgeStorm and Universal McCann, found blogs have made inroads into B2B technology companies with more than 53 percent of respondents saying the content they read in blogs has an impact on their work-related purchasing decisions. Some 80 percent of respondents say they read blogs, with 51 saying they read them at least once a week.

Thank goodness the research pulled me back in to the hemisphere. Post conference, I was "this close" to suspending my blog efforts. I now feel strengthened by the Blogging Jedi Force and can return to my blogging ways.

I mean, c'mon, I wouldn't want to disappoint the 50,000 2 people that read my blog.

Dennis Smith


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