Is blogging dead? I had to pose this question before I moved forward with my own blog. Seeing some of the carnage with my own eyes, I had to ask. This has been an ongoing debate. Here are some numbers that support this theory.
- USA Today reported that more companies are abandoning their blogs in favor of Facebook, Tumblr, and Twitter.
- 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 (Dietrich, 2012)
However, according to Technorati, there are 158 million blogs (Dietrich, 2012). This is not a weak number. If there are so many, how can blogging be declared dead? I don’t believe this is the case but I do think that blogging has slowed down to some extent. I agree with Gini Dietrich, it is labor-intensive. If you are not committed to the task, then your blog will die. I have seen personal blogs start with a lot of gusto, only to die down after a few months. It is a lot of work. And it can reveal too much if you use it as a way to vent and do not realize that the Internet is public. I have seen instances where people start personal blogs, reveal too much, stop writing posts and then begin a new blog that just focuses on a hobby.
Technorati’s annual State of the Blogosphere report from 2011 indicates that marketers do see the value in blogging and utilizing them as an important way to communicate with markets. One of the themes from the 2011 report was that marketers “use social media not only to distribute content but to build active communities and interact with and respond to your audiences.” One marketer they surveyed said, “We see blogger outreach as the opportunity to leverage influencers and connect with a new audience. We recognize that there are conversations happening in the blogosphere that are applicable to the brands we represent and we believe it’s valuable for our brands to join the discussion.” Wow. So some companies actually realize that markets are conversations…(Levine, Locke, McKee, Searls, & Weinberger, 2009, p. xv).
But I digress, at this point in my life, I do feel ready to commit to writing a blog and I vow to allow it not be banished to the island of misfit blogs whose population has grown steadily over the past few years.
Levine, R., Locke, C., McKee, J., Searls, D., & Weinberger, D. (2009). The cluetrain manifesto: the end of business as usual (10th anniversary ed). New York, NY: Basic Books.
Spinsucks. (2012). Is blogging dead or are companies not trying hard enough? Retrieved from http://spinsucks.com/social-media/is-blogging-dead-or-are-companies-not-trying-hard-enough/
Technorati. (2012). State of the blogosphere 2011: part 2 – page 3. Retrieved from http://technorati.com/social-media/article/state-of-the-blogosphere-2011-part2/page-3/