Micro Persuasion: UMass Study Identifies the Traits of Successful Bloggers

Saturday, June 24, 2006

UMass Study Identifies the Traits of Successful Bloggers

A fascinating new UMass study penned by Dr. Nora Ganim Barnes, Chancellor Professor of Marketing, interviewed 74 different business bloggers to identify what makes some stand out more than others. The paper (PDF) is chock full of really interesting information. Among other things, the study tracks the time commitment required to make a business blog a regular read. Dr. Barnes extracted the following "truths" from her research:

1. Blogs Take Time and Commitment
2. Blogs Must Be Part of A Plan
3. A Blog is a Conversation
4. Transparency, Authenticity, and Focus are good. Bland is Bad

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Comments

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Sounds like she did a bunch of research to reiterate what many have said.

Posted by: Mike Sacks | Saturday, June 24, 2006 at 10:08 AM

What, you mean my blog is not the proverbial "free lunch" that I thought?

You mean I actually have to "work" to make it successful and relevant?

That really sucks!

Posted by: joe euteneuer | Saturday, June 24, 2006 at 03:44 PM

I like this advice on page 56 of the paper under the section "How do you promote your blog:"

“Having our associates post comments to other blogs and linking those posts to ours.”

Sounds an awful lot like SPAM!

Posted by: JLP at AllFinancialMatters | Saturday, June 24, 2006 at 05:14 PM

The ideal medium to collaborate and debate blogging best practices would be a blog on this subject.

Posted by: cherbert15 | Saturday, June 24, 2006 at 07:43 PM

This (very intuitive) advice is not just for business bloggers; the same applies QUITE APPROPRIATELY to health/medical blogs.

Posted by: AmyT of www.diabetesmine.com | Sunday, June 25, 2006 at 12:58 AM

Thanks to your tip on the study, I wrote this response (http://inprogress.typepad.com/studio501c/2006/06/ report_compiles.html). While recommending the report, I also discuss the limitations of the research, citing recent posts by other bloggers (including you and Nicholas Carr) that contradict some of the study's assertions.

I also link to one of my posts, "a blog can be like a business lunch" (http://inprogress.typepad.com/studio501c/2006/03/ a_blog_can_be_l.html ).

Posted by: celeste @studio 501c | Monday, June 26, 2006 at 02:21 AM

As an internal blogger for my company, having people leave comments is the biggest challenge. I think people aren't sure yet what to do. I take it as a sign of untrust. People think they are being tracked. Yes you are tracked but its our way to find the change agents inside an organization instead of the stupid big brother feeling.

Posted by: Zack Perry | Monday, June 26, 2006 at 02:05 PM

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