Text 100’s global blogger survey of 449 bloggers from 21 countries compares and contrasts blogger opinion from around the globe. Believed to be the first of its kind; this survey examines the preferred communication techniques from the point of view of technology, business and lifestyle bloggers across the globe.
The survey indicates a “mainstreaming’ of blogging in most markets, with many bloggers reporting increased contact from PR professionals or corporate communicators. It also highlights that some of the worst practices from media relations have been exported directly to global blogger relations. Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
Text 100 has analysed the results and suggests FIVE key lessons for the PR and communications professionals in Asia Pacific (APAC):
One – Corporations in Asia Pacific are increasingly recognising the influence of bloggers
In the past 12 months, the number of bloggers welcoming contact by PR people has increased by nearly 10% to 93%. Similarly, the frequency of contact has increased year on year demonstrating the influence many corporations believe bloggers have in key constituent communities.
Two – Only one third of bloggers in APAC spend 9 or more hours a week blogging
Bloggers in APAC continue to blog for passion (and for the most part, in their own time). It is critical that PR people wanting to work with bloggers respect their time pressures and constraints. For example, events should be scheduled out of business hours, and information should be provided in advance of announcements to allow time for review (noting 97% of bloggers surveyed said they would honour embargoes).
Three – In general, the more formal Asian business practices of introductions and face to face meetings are echoed in the blogger community
88% (up from 78% in 2008) of bloggers surveyed prefer an introduction before receiving information. Bloggers in North and South East Asia also prefer face to face meetings before interacting with PR people or corporate representatives. Given this, it is essential PR teams get to know their key bloggers personally and develop ashared agenda understanding of them and their communities.
Four – Acknowledging sponsorships or forms of compensation for posts is an area which sees divisionamongst APAC countries.
While Australia, New Zealand, Japan and Singapore are mostly in agreement regarding acknowledging sponsored posts, other markets – especially in North Asia -are less likely to do so. This perhaps reflects cultures where lines between free and paid for media are, in some cases, blurred. It also reinforces the point that bloggers are not journalists and can’t be expected to behave in the same fashion.
Five – Bloggers like Social Media Releases and plan to use them more
APAC bloggers – like their global counterparts – show little interest in corporate news releases. However Social Media News Releases are proving to be popular, allowing bloggers the freedom to develop unique angles for their audiences using the ‘deconstructed’ format, quotes, links and visual elements. This allows for more distinctive angle creation and helps bloggers create posts that offer something other than what can be found in traditional media. Non-English speaking countries showed a particular preference for SMRs.
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