If you are either currently spending or considering allocating a significant portion of your marketing budget to advertising on the social networks, you might want to stop for a moment and look at the affect that blogging has on consumer influence. The following chart was presented in a article written by Patricia Redsicker entitled: Blogs Outrank Social Networks for Consumer Influence: New Research:
Equally interesting is the fact that consumers say that smaller communities have a greater influence on a topic than larger ones. Despite this revelation, most brands marketers only pursue the larger/massive communities through A-list bloggers believing that their message will be virally distributed across the larger community. Recent evidence shows that trust is what drives action. Quality triumphs over quantity so if you’re thinking about trying to build consumer trust through blogging, you should evaluate the quality of the community rather than its size.
Although brands typically only devote approximately ten percent (10%) of their total digital marketing budgets to social media, Facebook remains the preferred platform capturing fifty-seven percent (57%) of the ad spending. Brand managers are seeking to have their Facebook page content generate interaction through likes and comments believing that such interaction will result in viral results.
According to the survey, 86% of Social Media Influencers blog and of these, 88% blog for themselves. The survey reports that trust is the currency of influence and that consumers are looking for trusted digital friends to give them advice on what to buy and where to go. It is for this reason that bloggers offering advice are so influential on consumer behavior. Essentially, consumers trust their guidance.
At Legal Bistro, we believe in and support the power of the Community. Consequently, lawyers who register on the site are able to build their online credibility by obtaining recommendations from colleagues, clients, business associates, family members and friends. Perhaps even more important is for a registered lawyer to establish themselves as a subject matter expert.
All lawyers who register on the site are assigned author credentials on the Legal Bistro Blog. Lawyers who write articles receive the following benefits within the Legal Bistro Community:
- Attorney profiles with published articles are displayed higher in the search results given to consumers searching for qualified lawyers to handle their legal need;
- Legal Bistro Profile receives a publishers badge indicating the number of articles written by the attorney and quick access to read these articles;
- All blog postings are also distributed to Legal Bistro’s social network pages including Facebook and Twitter;
- Legal Bistro provides published attorneys with a small icon (and the associated code) that can be added to the lawyer’s own website. The icon provides a visitor to the lawyer’s website with a link to the attorney’s article published on Legal Bistro’s Blog;
- Legal Bistro provides real time reports to published lawyers of all registered consumers who have viewed their blog posting and quick access to the consumer’s case posted on Legal Bistro.
So if you want to stand out in the crowd, take the time to write a blog posting and establish yourself as a subject matter expert. There is no cost (other than your time) to write a blog posting and the benefits from doing so could be enormous.
Founded over a decade ago, Technorati Media has grown into one of the largest social media ad networks bringing top brands and valuable influencers together at scale. With an advertising reach of approximately 130 million US unique visitors each month, the Company is well positioned to provide a very unique perspective on the social media market.
ABOUT TechnoratiMedia 2013 Digital Influence Report
The insights provided in TechnoratiMedia’s 2013 Digital Influence Report were taken from survey results which included:
- 6,000 Influencers
- 1,200 Consumers
- 150 Top Brand Marketers