May 15, 2012
Vijaya Prasad

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In Defense of Blogging

To blog or not to blog, that’s the question creative agencies are asking as they look at newer social platforms to deliver their message according to Digiday, a digital media company and community. According to the article,

…recent study conducted by the University of Massachusetts Dartmouth, 37 percent of Fortune 500 companies now maintain a blog, down from the 50 percent that did so in 2010. Meanwhile, 74 percent now have a Facebook presence, and 64 percent use Twitter, up from 61 percent and 52 percent, respectively.

There are obviously several theories behind the seeming decline of blogs:  Sam Weston, director of communications at digital agency Huge said that a social media presence requires less work than maintaining a blog.

To do a blog right takes a lot, and we don’t feel like it’s really worth the effort right now. In addition, it’s arguably easier to attract an audience on social platforms than it is through a blog, especially if the content is well suited to the platform on which it’s being published

The article also mentions another reason for the decline of blogs – the rise of other social networks and platforms such as Pintrest and Instagram,

As someone who runs two blogs, I have to agree.  Blogging can be time-consuming – especially if you’re doing it right, if you’re providing a variety of content, and if you’re spending the time building an audience.

Like Facebook and Twitter after that, I believe the platforms will remain even as their functions change. Back in 2004, no one could have imagined that Facebook would become the social marketing force it is today. Twitter as a political game changer? Forget it! That is until the 2008 Presidential Candidate Obama capitalized on communicating to his audience, the Green Revolution in Iran, and Osama Bin Laden’s  death to name a few examples.

The article finishes with this thought:

Despite the more progressive and, arguably, gimmicky uses of social media out there, some claim they still see great value in blogging. Razorfish, for example, updates its Scatter/Gather blog with content from its content strategy team on a roughly weekly basis.

The Barbarian Group’s blog, meanwhile, still forms the backbone of its corporate site. Organic continues to update its Threeminds blog, which is a bit of the granddaddy of agency blogs, dating back to 2005. The question, of course, is whether anyone is reading it.

I’ve seen firsthand what you can do with Google Analytics and one person running a blog – it’s highly unlikely that Razorfish, The Barbarian Group and Organic wouldn’t be tracking their blog metrics.  Media is a business and it is survival of the fittest.

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