As Attentio monitors and measures the impact of blogs and other social media on brands and companies, we thought the following study from Technorati was very interesting. Essentially the blogosphere is doubling in size every 5 months. There are circa 35 million blogs in the Technorati index but many millions more in portals like myspace.com, bebo etc. CEO, David Sifry also points out that every hour there are 50,000 new postings and 70,000 new blogs are created every day.

While many bloggers are linking to mainstream media (MSM) there are some “A-list” blogs that are competing well in number of links (links to a blog or other web site are a useful gauge of that blogs importance). Four blogs, BoingBoing, Engadget, PostSecret and Daily Kos have over 10,000 other blogs linking to them. These blogs have become very hot media properties.

While there are a number of extremely powerful blogs, most fit into the long tail with small number of readers and links, for me this is where the most interesting information is to be found. Going forward, Technorati want that blogs are approachable to readers by the communities they serve, e.g. technology, food, politics so that more people can harness the interesting information within. Added to this they have added an authority function which means if a person is searching for blogs they can in principle remove spam from their search. In a medium where spam blogs (splogs) are such a problem, this is a powerful tool…

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