More observations from our recent study
One of the more polarizing observations gleaned from our
mini-ethnographies involves consumers perceptions of blogs. We
witnessed a pervasive “blogs are for liberals” attitude among consumers
residing in so-called ‘red states’. Some are so off put by their perception
that they are simply uninterested in finding out more about them at this time. Even though plenty of conservative blogs exist in the
blogosphere, a disproportionate number of blogs and bloggers would probably be
deemed ‘liberal’. One look at Blogpulse’s 2005 year in review (where “Unitarian
Jihad” ranks as the #1 top media story) supports this hypothesis.
One can’t help but wonder, however, how their list might
have read if the popularity of blogs had blossomed during the
Regardless of the perceived majority voice, blogs could represent one of the most effective platforms for vocal minorities to express their views. They are in a sense, virtual town hall meetings. But how persuasive are they with visitors of a different POV? Do they only serve to reinforce their believers (e.g. by preaching to the choir)? Ultimately, blogs probably function more as ‘cyber-tribes’ of ideas and like-minded souls. Or even as a sort of digital group therapy - for free.
When it comes to branding, implications abound. Obviously, transparency
is a very good thing. And brands who know who they are and avoid making the mistake
of trying to be everything for everyone will probably meet with more success
than their less confident and/or schizophrenic counterparts. Moreover, given the tribal nature of blogs, pull marketing seems to be at the essence of it all.
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