The primary purpose of the study was to discover how Japan's bloggers communicate with companies and write about their products, with a view to determining general blogger PR preferences for corporate and product communications.
No surprises here, and I would say these results are not only applicable to Japan, but to any other country where the blog culture has coming to be part of the day-to-day of Internet users (this should be probably anywhere in the world with a decent Internet usage penetration).
The numbers won't lie: seventy percent of the respondents said that among the reasons they blog is 'to create a record of their thoughts;' 63.8% said that they blog 'to create a record of the information that I have gained;' and, 58.7% said that they blog 'to share information I have gained with others' (multiple reasons for blogging were allowed).
Just 4.7% of the Japanese bloggers surveyed said that the primary reason they blog is to 'raise visibility as an authority in my field, whereas 33.9% stated in a similar Edelman/Technorati American-based study of English language bloggers last year that this is their primary reason for blogging -- seemingly a significant cross-cultural difference.
Now, check these numbers: a total of 84.5% said that they blog about companies (their industry, service, products), with 49.3% doing so at least once a week (with 14.6% saying 'daily or almost daily'). But when asked "How often are you contacted by companies or their communications representatives?," a majority 55.4% said 'never.'
"What these results show is that while Japanese bloggers are communicating about companies or products all the time, companies are not communicating with them enough, even though conventional methods of corporate communications are still more trusted in Japan compared to America," says Edelman North Asia President Robert Pickard. "This seems to argue in favor of companies supplementing their traditional one-way 'monologue' communication of messages by engaging with bloggers online through a new two-way 'dialogue' where conversations are key."
The bold is mine.
Why did I highlight that part? Because it's true everywhere else. Companies still don't trust bloggers or don't want to communicate with the market they represent.
This week I joined Nielsen//NetRatings, under the Technology group. The main reason for that wasn't to find out how many pages other technology websites are serving, but to raise the visibility of Geekzone in front of PR companies and marketing departments.
Just for kicks, Geekzone jumped to #4 in the group on its first full day (NZ traffic) and #2 in total traffic (NZ and international) for both pages served and unique users. The methodology is still behind the days, in terms of blogging. For example there's no accountability of RSS feed readers, and according to Feedburner we can have up to 15,000 feed readers on a given day.
Now, while this the first day, I won't be taking this too seriously (hmmm, sort of) until the end of the month with more numbers coming in. But it shows to companies that they can't simply ignore non-MSM websites. Companies have to give us a chance!
Other related posts:
Xbox One at TechEd New Zealand 2013
Yahoo! suggesting to copy your data somewhere else. Where?
Great Geekzone event, wish we could do more of these with other tech companies
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