It seems to me like it’s been a long time since the last state of the blogosphere analysis of technorati. I think the last one must have been early 2007.
In the new publication, they offer much more insight than they used to. They conducted a survey amongst bloggers:
For the first time, we surveyed bloggers directly about the role of blogging in their lives, the tools, time, and resources used to produce their blogs, and how blogging has impacted them personally, professionally, and financially. Our bloggers were generous with their thoughts and insights.
The whole publication is split into 5 daily segments, but I look particularly forward to day 5, when they seem to publish information about brands entering the blogosphere. Here is a breakdown of the 5 segments:
Day 1: Who Are the Bloggers?
Day 2: The What And Why of Blogging
Day 3: The How of Blogging
Day 4: Blogging For Profit
Day 5: Brands Enter The Blogosphere
Two thoughts, similar conclusions, different causes.
Steve Rubel writes about the golden age of individulism:
The difference between then and now is that it’s easier than ever before to become a micro celebrity. It still takes talent and hard work, but really anyone can do it. […] Beyond „micro fame“ if you will, the rise of personal brands really reflects something deeper in society that’s changing. In American culture in particular we have always been proud of individualism and expression. Before Web 2.0 we might dress a certain way or do something to stand out. Nowadays, that happens online and it’s being driven in large part by the maturing of the Net Generation – Gen Y.
So Steve talks about the increased opportunities to live out individualism to create microcelebrities.
While Mitch Joel podcasts about „echo chambers“. He argues, that instead of the podosphere, the blogosphere and any other social media being an echochamber, we are merely creating celebrities.
These are two different angles for a similar thing. Steve says, it is all about individualism, supported by the web enabling self expression. Mitch argues we’re quoting&supporting each other to create our own celebrities among each other. Both results in more or less unknown individuals becoming (micro-) celebrities.
(At the end of the day, you should rather ask Paris Hilton, if you can afford the $1 Million for a personal branding seminar.)
Martin points us to this PDF by Edelman, which is a report on the state of the blogosphere in 10 countries worldwide. Itâ€™s an interesting 40-page whitepaper, but of course I started with the German blogosphere. However, Germany is disappointing:
In comparison to several of its counterparts, the
German blogosphere is still in its infancy. The
Edelman Omnibus Blog Study found that 85% of
Germans never read blogs, which was the second
highest percentage, after Belgium, among the
10 markets examined. Unlike France and the
United States, few of the blog conversations
that originate in the German blogosphere seem
to find their way into offline conversations or into
mainstream media coverage.
Again and again I wonder why this is the case. But sofar, I havenâ€™t found any satisfactory answers. Media influential Geert Lovink says that it is due to the german editors of the mainstream press – not because of a lack of something in our net-culture. But I donâ€™t see how this could be a strong enough influence on the german blogosphere.