When I speak to CEO organizations, I typically run through a series of quick slides that show where technology is right at this moment.
For instance: There were 107 trillion emails sent last year, Facebook is at more than 900 million users, Pinterest is closing in on 15 million users, and there are three billion videos streamed on YouTube every day.
I do this to show how many people are using the web, to preempt the “My customer doesn’t use the Internet” conversation (yes, I still hear that).
But the stat I want to talk about today is the number of blogs on the Internet. According to Technorati, there are 158 million blogs floating around, which is partly why I’m so surprised to keep reading that blogging is dead.
I get it. It’s not an easy think to keep up. My guess is many people or companies say, “Let’s start a blog!” and then do nothing with it after a month or two because it’s so labor intense.
So, let’s say for argument’s sake, half of those blogs never see the light of day, either because they’re abandoned or no one reads them because they’re too self-promotional. That leaves us with 79 million blogs, which isn’t a small number.
USA Today reported this morning that more companies are abandoning their blogs in favor of Facebook, Tumblr, and Twitter.
Add to that, the University of Massachusetts Dartmouth released a study earlier this year that says the percentage of companies that maintain blogs fell to 37% in 2011 from 50% in 2010, based on its survey of 500 fast-growing companies listed by Inc. magazine. Only 23% of Fortune 500 companies maintained a blog in 2011, flat from a year ago after rising for several years.
So, I see. Based on Wall Street and fast-growth companies, blogging is down, and now it’s time to claim the whole blogosphere is dead.
Here’s the thing, though. Those companies aren’t blogging because it’s hard. It’s hard to generate good content even once a week. It’s hard to cultivate a community. It’s hard to grow traffic. It’s a thankless job most days. So people throw something up there that talks about how great the company is, if only to check off “blog today” from their check list.
And the blog fails.” Full story at: Is Blogging Dead or Are Companies Not Trying Hard Enough? | Spin Sucks
Go to the source if you want the rest of Gini’s perspective…
Thanks, Gini, for connecting the dots in a way that makes sense. Me? I always tell my clients that blogging is one of those things that takes more time than money and the organic Search Engine Optimization [SEO] is better than paying for Search Engine Marketing [SEM]. Gini, however, did a much better job deconstructing the UM Dartmouth study…
- Corporate Blogging Hits the Skids (marketingpilgrim.com)
- Corporate Blogging Declines As Twitter, Facebook Take Over [STUDY] (mediabistro.com)
- Reasons why big companies should be blogging (adigaskell.org)