March 24, 2006

A woman at Marqui's recent AMA web seminar on Marketing the Invisible asked a very interesting question of us:

Q. Has there been any research done on who is commenting to business blog posts that would tell us whether the commenters are really representative of the people who are customers or are they just a part of the population with time on their hands?

Are blogs like comment cards- only the people with really good or really bad experience or are they really a cross section?

A.  I look at the people who've taken time to comment on Marqui's World posts, and here's what I've found:

Most of our commenters are highly intelligent, highly articulate people.  And when they comment, they are adding their thoughts to a particular post that moves them.  Many of our posts don't elicit comments, but when they do, it's nice to see a conversation ensue.  I'd like to think these folks are representative of the people who are our customers. 

In terms of business blog research, Backbone Media fielded some of the first that I'd seen (and participated in) last year.  I don't believe they asked any specific questions about the types of comments on blogs. 

But there was an article early last year by Anick Jesdanun of The Associated Press who said:

"....blogs have greater impact because their readers tend to be policy makers and other influencers of public opinion, media experts say."

Further, in my experience reading business blogs I like (like the one over at the Blog Business Summit), the comments are some of the most insightful parts of the blog.

I think it'd be a great opportunity for a smart market research company to field some research in this area.  My bet is, they'd get plenty of media attention for publishing quantifiable results in this area, and business bloggers would get much needed information to support their decisions to blog.

Posted by at March 24, 2006

Comments

Amy email -

I think this is a very valid question for this woman to ask. I have often wondered about the origin and validity of the comments made on my blogs as well. I think that the comments made by readers are valid, particularly on blogs that are on specific subjects such as business blogs because the people that are reading those blogs would not be reading them if they had no interest or knowledge in that area. Also, blog comments provide businesses with the opinions of the people that are interested in them. These comments allow companies to better know who their audiences are and what they are looking for.

john cass email - http://blogsurvey.backbonemedia.com

I think its the question to ask about blogging. Why should a company blog unless its reaching its auidence, directly or indirectly through a blog.

My post about general motors last year and chatting with the blog readers who commented revealed some interesting information. those customers were definately the right auidence.

That's why responding to comments is one of the most effective ways a blogger can talk with their customers. That was the issue on the GM Fastlane blog, the company has too many comments to make a response.

Toby email - http://www.divamarketingblog.com

At a presentation I did this week for the AMA Philly Chapter, I was asked a similar question.

A guy in the audience mentioned he read that 30% of comments are stealth - placed by marketing/PR companies. No one could confirm the source.

If you come across any data on that one I'd sure appreciate if you could share.

Thanks.

John Cass email - http://blogsurvey.backbonemedia.com

I was looking at my junk comments today, and noticed I have over 2,000 junk comments. I don't know if that those would be counted in the 30% but in general my sense is that the majority of legitimate comments placed by a human or not stealth comments. I'd say only 5-10% of comments are stealth. At least on my blog, but I would think it depends on the blog. It's pretty easy to check on the authority of the commenter, follow the link or send the blogger an email for a website link. I diligently follow up on suspicious comments. I want to protect my blog from such posts.

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