Why Blogs are More Influential than Social Networks

Why Blogs are More Influential than Social Networks

According to Technorati’s 2013 Digital Influence Report, blogs have more influence over consumers than social networks. This may fly in the face of a growing number of “social media marketers” who advocate the exclusive use of social media, but it doesn’t come as a surprise to us.

blogshakespearePrior research has demonstrated, quite definitively, that consumers do not turn to social networks to seek out information. They turn to them for entertainment, to pass the time, and for the occasional conversation. A social presence is close to essential for a modern online marketing strategy, but it should not be considered an end in and of itself.

The top three most influential places consumers look to online when they want to make a purchasing decision are retail sites (AKA Amazon), brand sites, and blogs. Brand sites and blogs take up 34 and 31.1 percent of the mind share in consumer decisions, respectively.

Admittedly, Facebook wasn’t far behind, with 30.8 percent of consumers saying it influences their purchases. But Twitter offered a pitiful 8 percent, and even the referral powerhouse Pinterest only made up 12 percent. YouTube and LinkedIn, on the other hand, performed decently, tying at 27 percent.

More important than all of this, however, is the fact that the most influential people on social networks are also bloggers. The survey found that 86 percent of the top influencers on social networks were bloggers. In fact, 56 percent of these influencers produced very little content outside of blog content.

The study also found that brands and influencers measured success differently. Brands, on average, thought that increased activity on social networks was the best way to measure the success of their online efforts. Influencers, on the other hand, considered page views on their blog to be the best measure of success.

Isn’t this backward?

The real online influencers understand that a community on a social network is borrowed. They recognize that the only way to build a long term community is to transfer that audience over to their own site, where they will become a more involved and trusting audience. Even a rudimentary understanding of SEO will also tell them that this kind of audience will also boost their visibility in Google, creating a positive feedback loop of online attention.

When was the last time you researched a project by shooting a message to your Facebook friends? It’s the trusted product reviewers that people turn to. If you want to influence consumers, you need to work with influencers, and influencers blogs. If you want to retain consumers, you need them to engage with your content, and that happens on a blog as well.

The study also found that 54 percent of consumers agree that “The smaller the community, the greater the influence.” Only 12 percent disagreed. This means you don’t necessarily need to work with bloggers who have a huge audience in order to succeed. Certainly, a popular blogger can expand your reach. But if you work with a relatively small blogger who has a tight-knit group of followers, your influence will be more direct and your message will be more trusted. By investing in a large number of small communities, rather than a single huge community, you can boost your conversion rate and build long lasting relationships with your customers.

Original Source: https://www.localsurgemedia.com/seo/why-blogs-are-more-influential-than-social-networks/

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