Blogger survey results in by Technorati / Edelman


Results from the Edelman/Technorati blog survey have just been emailed to me via Richard Edelman himself, according the email address .I was one study respondees and opted-in for a ping when they went live).


The study was targeted at bloggers (remember, Technorati is one of the sponsors, the other is PR firm Edelman)...I've not had a chance to study in detail (821 responses), but at first sight the data points seem interesting.


According to this question, 34% of respondees want to interact with employees who blog at the company when researching products / services, whereas only 19% would want to interact with the senior execs. I think this is fascinating.  Of course, bear in mind it is bloggers responding, so this data would be highly skewed compared to non-bloggers:


(Update: as Edleman notes:



"We're seeing an inversion of the traditional pyramid of influence - the top-down approach to communications: Senior company executives who blog (yes, that includes me) are only half as believable (19%) as company employees who blog (35%)."  )


One thought: as Richard Edelman points out, he is a senior manager (CEO) AND a company employee who blogs.  Is he trusted more because he is a CEO that blogs, or trusted less because he is 'corporate blogger' who is a CEO?



Question 13: When you are seeking information about a company or its products, do you prefer to interact with: (mouseover to see percent and totals)

































Answer Count Percent
Mid-level employees who work on research and development 174 21.19 %
Company employees that blog 281 34.22 %
Company executives 153 18.63 %
Product or brand managers 213 25.94 %




The following two questions are around trust of contact. Bloggers are a cynical bunch.  Don't give the PR agency the job of contacting bloggers is the message here, get your employees to do the job.  I wonder how this would compare to non-blogger?...:



Question 9: If you know a message is sent to you from a PR firm, how much are you likely to trust it on a scale between 1 and 10, where “1” is "not at all" and “10” is "complete trust"?























































Answer Count Percent
1 93 11.32 %
2 70 8.52 %
3 106 12.91 %
4 94 11.44 %
5 208 25.33 %
6 81 9.86 %
7 81 9.86 %
8 55 6.69 %
9 17 2.07 %
10 16 1.94 %



Question 10: If you receive a message directly from a company how much do you trust it on a scale between 1 and 10, where “1” is "not at all" and “10” is "complete trust"?






















































Answer Count Percent
1 61 7.42 %
2 35 4.26 %
3 63 7.67 %
4 68 8.28 %
5 187 22.77 %
6 114 13.88 %
7 114 13.88 %
8 116 14.12 %
9 36 4.38 %
10 27 3.2


More thoughts later....

Comments (1)

  1. Rich Edelman says:

    Saw your post. Had a panel this morning on this research. Dan Gillmor found it interesting that bloggers prefer to speak with employee bloggers over CEOs and senior execs. Other areas of discussion–are bloggers actually new media or customers; can’t use journalism rules like embargo; interplay between traditional and new media

    Thanks for reading our study and posting your views

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