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Social Profile in Blogs: How many?

June 26, 2008

In the course of our (very long) days, we’ve built deep list of blogs on various topics ( > 100 blogs).
Now that we’re capable of detecting automatically if bloggers display their social network profile on their blogs, we got curious about the differences in the percentage of those who do and don’t across topics. By the way, the most frequent profiles are those of LinkedIn and Facebook.

The 7 lists we used for our empirical study are Personal finance (1501 blogs), Blogging (968 blogs), Social Media Marketing (698 blogs), Gaming (429 blogs), Cosmetology (400 blogs), Wireless (240 blogs) and Enterprise 2.0 (35 blogs). A quick note to state that we don’t pretend having found all the blogs in those categories ;-), we found a lot of them but we don’t know where the end is.

The differences are huge as you can see and point, most of the time, to a poor level of integration between people’s blogs and social profiles:

  • At the top is Social Media Marketing – No surprise, we were expecting it. Bloggers in this category stay on top of the social media wave. Our figures show at least a third of Social Media Marketing bloggers display their social network profile on their blog. Right now Conversation(tm) detects only badges on the home page; but in the future, we will detect them on the about page too.
  • 2nd is Enterprise 2.0 with a bit more than 20%
  • 3rd is Wireless with a litte more than 10%
  • 4th is Enterprise Security with a little less than 9%
  • Then we got blogging (~4%), Cosmetology (~3%), Gaming (~2%).
  • Last is personal finance (~1%)

Now let’s look a little deeper at what’s happening in our list of Social Media Marketing blogs.

Some blogs are group blogs where we typically don’t expect to find social network badges. If we take a swag at narrowing to only blogs from individuals, it would probably bump the percentage to the vicinity of 50%. Not bad!

But the story really gets interesting with this last experiment: On a small sample (10) of blogs from individual bloggers who didn’t have a social network badge in their blog, we found their profile in LinkedIn and, 8 times out of 10, the blog is listed on it. Honestly we don’t think its that way on purpose (i.e: bloggers don’t want readers to find their social network profiles). It’s more a data integration issue.

Conclusion: There’s a long way to go before we see a tight integration between blogs and profiles so you can go seamlessly from one to the other in order to have a complete picture of the bloggers you like. With the exception of blogs hosted on a social network (niche social network), the infrastructures are separate (blogs powered by wordpress, typepad and so on, profiles powered by social network platforms) thus the issue.

If you’ve read that far, you may ask yourself: So what? Why is that important? Why do I care?
The answer is quite straightforward. Nowadays, when we see a piece of content from someone, we go and google them or check if we find them in social networks because it gives us more information about the author as well as additional ways to build a relationship with them if we desire. We do that all the time and I’m sure you do too! The issue discussed in this post makes it harder than if one little click was all it takes to go from a blog to a profile.

Here, one of our job is to deal with fragmented infrastructure and bring them together in a seamless and meaningful user experience so we see a nice issue to solve. Let us know what you think!

3 Comments leave one →
  1. July 5, 2008 11:59 am

    Hi, I was looking around for a while searching for network security blog and I happened upon this site and your post regarding gers display their Social Network Profile? « eCairn’s Blog, I will definitely this to my network security blog bookmarks!

  2. July 14, 2008 2:41 am

    There are now thousands of social networks that cater to a whole variety of subjects. These smaller, focused sites allow users to connect with like-minded people and give advertisers targeted demographics. Niche social networks are also good for marketers who have a product or service they want to promote that relates to a particular interest. A good place to find them is this search engine for social networking sites.

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  1. Blog Advertising: Some numbers! « eCairn’s Blog

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