Using Content Analysis to Profile the Blogosphere

ABSTRACTThe purpose of this study is to provide primary research regarding the actual components of the most popular blogs on the Internet. Content analysis was used to examine the top 100 blogs by volume to compile a descriptive analysis of the characteristics of blogs, the revenue models used in blogging and the use of social media in the blogosphere. This research is the first major longitudinal study in the marketing discipline to analyze the actual contents of the most popular blogs, thus providing results that would be of interest to both the academic and business communities.INTRODUCTIONBefore discussing the academic literature that exists about blogs and blogging, it would be a good idea to define what a blog is, so that there is no uncertainty among readers. WordNet (2007) defines a blog as "a shared on-line journal where people can post diary entries about their personal experiences and hobbies; postings on a blog are usually in chronological order. " According to the American Heritage Dictionary (2004), the verb "blog" means to write entries in, add material to, or maintain a web-log (an older name for blog). The most concrete definition of a blog is that it is a website where information is updated frequently and is usually presented in reverse chronological order with a list (or links) to other Internet sites, blogs, and news stories (www.cjr.org, 2003). Due to the wide range of topics that blogs cover, the information presented can be anything from an analysis of the President's latest speech to a review of a new camera or the reaction to a sporting event. In 2011, NM Incite (a Nielsen McKinsey Company) reported that the blogosphere consisted of 173 million blogs, a marked increase from the 35 million reported in 2006 using the same methodology (Nielsen, 2012). A great deal of research has been conducted by marketing researchers and business and computer trade publications concerning the reasons as to why someone would decide to start and maintain a blog. Blogs are essentially online publications, designed to be read by someone, whether it be a large global audience or only an audience of a few people who are interested in the blogger's topic (Editors et al, 2002). Recent studies by Technorati and AOL's Digital Marketing Services shed light on some of the main reasons why people write blogs: to establish themselves as authorities or experts in a field, to create a public record of one's thoughts and opinions; to keep in touch with other people online, especially friends and family; and to use writing as kind of a tool for therapy or self-help (Ingram, 2007). Blogging has also had a major impact in the media and news business as well. Many bloggers see it as part of their jobs to "fact-check" mainstream media (or MSM as it is abbreviated in the blogging world) and to push certain news stories that the bloggers feel that the MSM has either ignored or not given enough attention to (Hewitt, 2005). Blogging is "confronting journalism, with the rise of current-events blogs that deconstruct news coverage, spew opinion and even scoop the big media from time to time" (Palser, 2002, p. 58). Blogs are also allowing ordinary people's voices to have an impact in a way that was only possible in the past for those who had access to large media outlets, such as newspapers or televised news shows (Hewitt, 2005; Pierro, 2007). Currently, businesses are using blogs to communicate with consumers and as a marketing tactic. Some of the possible benefits to a business blogging are that blogging can help to increase profit, increase website traffic and improve search engine rankings, recruit new employees, and communicate with coworkers (Ellsworth, 2007). Blogging can be used in public relations as a crisis communication tactic, since online postings can be put out on the Internet quicker than a traditional press release or news conference (Morgan, 2007). As businesses such as Boeing (Holmes, 2006), GM (Baker & Green, 2005) and Google (2009) run their own official blogs, issues of openness, trust, and source credibility will become more important to blog readers, consumers, and regulatory agencies. …