Taking The Blogosphere Seriously

More snake oil. Dream on. If you’re serious about the blogosphere you can’t be serious about this. You can measure activity — clicks, views, entrances and exits. But it is still just as difficult — perhaps more so –to measure what is actually changing knowledge, attitude and behavior. People talk about how many “views” some goofy video gets. I’m thinking … so? I’ve been doing this for 20 years. It ain’t hard to get people’s attention. Car wrecks will do that. But getting something in front of them that actually gets them to buy your stuff (whether it is products or ideas) is a completely different story. We can measure more stuff, but we are still having a devil of a time figuring out whether any of that stuff is doing us any good.

written by Jerry Johnson, Brodeur \\ tags: CTR, measurement, page views, roi, Social Media, statistics, sticky

Don’t believe it. Many companies do just fine and never touch the blogosphere. I know because some of them are my clients. There are those who claim that the new media train is leaving the station and if you don’t go home and buy a gazillion search terms, build a palace in Second Life and juggle 14 blogs you’re going to be roadkill. I’ve heard that roadkill thing before. It was 1999 and it was (irrational) Internet exuberance and they all worked for companies that flamed out. Hmmm. Warren Buffett never swallowed the Internet hype. He seems to have done ok.

written by Jerry Johnson, Brodeur \\ tags: CTR, engagement, hype, roi, second life, Social Media, warren buffett