In what is believed to be the first global survey of its kind, Text 100 has examined the communications/PR preferences of chiefly technology, business and lifestyle bloggers across the globe. The survey indicates a “mainstreaming” of blogging in most markets, with many bloggers reporting increased contact from PR professionals or corporate communicators. It also highlights that some of the worst practices from media relations have been exported to global blogger relations practices. Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
Text 100 has analysed the results and suggests five key lessons for PR and communications professionals:
1. Corporations are increasingly recognising the influence of bloggers, the increased contact points to the “mainstreaming” of blogging as a communications channel, and the recognition by corporations that bloggers have increasing influence over their desired audiences.
2. Corporate news releases are out. Bloggers say social media releases will experience far greater usage in the coming months.
3. RSS feeds are a key source of information for bloggers, second only to other bloggers. If companies aren't making their information available via RSS feeds, then they're failing to use one of the bloggers' most-trusted channels. Corporate bloggers and websites are also consistently deemed more credible sources than microblogging newspapers, social bookmarking sites, television and magazines.
4. The majority of bloggers are still part-timers, adjust your strategies accordingly. Outside of the US, the majority of bloggers surveyed blog for less than nine hours per week.
5. Most bloggers will acknowledge when a post is supported by a corporation. More than 80% of bloggers, no matter their region, say they would acknowledge sponsorship of blog posts.
Said Jeremy Woolf, Text 100 Global Social Media head: "This survey will hopefully dispel the myths that have sprung up and also help PR practitioners to work better with bloggers on their clients' behalf. Understanding that each blogger is unique is a good place to start. From there, build a genuine relationship and develop a shared agenda. With a platform of trust - and a commitment to playing an active role in the community - blogs can become a very successful part of a company's communication programme."