Technorati published its annual state of the blogosphere research. The research is notable for its longevity and heritage when Technorati was the preeminent blog search engine | directory. This year the research is based on details from a questionnaire completed by 7,200 bloggers – the sample was self-selecting so much of the data is skewed by nature but it makes interesting reading.
One theme in particular came out that I thought was interesting: bloggers are most influenced by other bloggers. By inference this means that PROs should spend much more time working on the network analysis to work out who influences the influencers, what advertising agencies call propagation planning. In comparison, just having a list of relevant bloggers is wasteful of PR accounts staff time.
Archived from blog posts I wrote for PR Week