Edelman has done some major work into how we should rate online influencers such as bloggers…here is some initial discussion…
David Brain
Jonny Bentwood
Steve Rubel
Neville Hobson
PSFK
David and Jonny have asked for debate so here are my views…
As they have said, this is by no means a finished product and I’m afraid I have to agree with them. Personally I think the weighted ranking of blogs, Facebook, Twitter etc is barking up the wrong tree even if most prolific online ‘influencers’ happen to use some of these services. The online space is massive, there is a whole range of sites and different avenues for people and looking to analyse just a small number of these, will not lead to the complete picture and we’ll pull our hair out in the process.
Analysis, in my opinion, is at its best when it is simplified (even if the web is massive). I think we can learn a great deal about online by looking at how conventional media is looked at…in other words we need to look at how many people read something, whether they are likely to come back again and whether they rate the content. Types of audience should also be looked at…demographics are they indeed dead?
Popularity and influence online should be judged by the same means. Bloggers and online publishers should publish their stats in the public domain (such as unique visitors and the percentage of those who are returning visitors). Visitors should be able to rate content, and we should also look at how these people are using the content (are they writing about it? Or linking?).
Now I know that my argument is flawed because:
a) I haven’t looked into cross platform popularity - although I would assume a lot of people that read my blog would also be friends with me on Facebook etc. We could look at something there
b) Ultimately the bulk of the online community isn’t going to share its viewing figures, and currently there is no mass adoption of rating of sites or content. So until we have a standard we are ultimately stuck.
I think it is good that my argument is flawed because ultimately I don’t think we should put a rating on these things, and I’m sure many would agree. I read some things because I like them and I don’t read others because I think they are rubbish. Some media is applicable to some of my clients and others aren’t. The fact is that content is king…that is what drives influence anywhere and you can’t put a value on it because each person and situation is different.
So to sum up, I think the rating of online influence is a complex project and one in which we are currently not in a great position to sort out. If the trend moves towards more transparency of audience figures and greater rating mechanisms I will follow suit but until that day I will read the media I currently read…including those blogs listed in my blogroll. And my mum alone will continue to read my contribution.