TechnoratiMedia 2013 Digital Influence Report – Blogs Outrank Social Networks for Consumer Influence

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:

online services high in influence

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.

ABOUT TechnoratiMedia

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



Smoking Bans – Are They Going Too Far?

Are smoking bans going too far? Are your constitutional rights being violated? The Wall Street Journal Law Blog’s Appeals Court Rejects Challenge to outdoor Smoking Ban written by Joe Palazzolo reported on a 2011 case filed in Clayton, MO by Arhtur Gallagher.  Mr. Gallagher has been an avid outdoor smoker for many years and felt that his constitutional rights were being violated by the outdoor smoking ban in city parks that had been imposed by Clayton.

On Thursday, the St. Louis-based U.S. Court of Appeals for the Eighth Circuit failed to recognize a right to smoke and held that Clayton had a rational basis to restrict smoking in parks — namely, to preserve and protect the health, safety and welfare of the public. In an opinion issued by Chief Judge William Riley of the Eighth Circuit, the judge cited a report issued by the U.S. Surgeon General which stated: “there is no risk-free level of exposure to secondhand smoke”.  Clayton had relied on this and other studies when passing the outdoor public smoking ban in city parks.

While Mr. Gallagher had argued that the ordinance unfairly targeted smokers, he failed to address other sources of air pollution, such as smoke from barbeques or exhaust from nearby vehicles. He also argued that no member of the public could be harmed by secondhand smoke outdoors, because it dissipates in the air.

As you are wrestling with the constitutional fairness of the recent Eight Circuit Court decision, it’s important to weigh the potential impact that secondary smoke could have on other children and adults who are in the park.  We thought that the YouTube video below will help you evaluate these risks.

Is Social Media Simply a Fad?

For those of you who might be tempted to think that Social Media is simply a passing fad, the Social Media Revolution video from Socialnomics is a must watch video. Businesses that rely on people and relationships must develop a social media strategy in order to simply survive. Did you know:

1 in 5 couples now meet online?

1 in 5 Divorces are blamed on Facebook?

If Facebook were a country, it would be the world’s 3rd largest?

95% of companies using social media for recruitment use LinkedIn?