Would You Believe People Trust Their Real Friends Over Bloggers?

from the oh-my! dept

In what may be one of the most pointless studies done in quite some time, a research firm has discovered to its own amazement that people tend to trust their own friends more than well known bloggers. Well, I should certainly hope so. Were there really people out there who thought that folks with high trafficked blogs actually held more sway than a personal friend? This is really nothing more than a retread of a (much more academic) report back in January noting that so-called "influentials" don't really have very much influence. What that study found was that "word of mouth" works, but where those recommendations come from tend to be somewhat random. So things bubble up from everywhere, rather than starting with well-known bloggers. This shouldn't be surprising to anyone, but after a few years of ridiculous media coverage suggesting that top bloggers have influence, it's nice to see a few reminders that influence is a much more democratic system.
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Filed Under: bloggers, common sense, friends, influence


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  1. identicon
    Oliver Young, 3 Apr 2008 @ 5:42pm

    Read Write Web Coverage and Tipping Point

    I was a bit surprised that the usually levelheaded RRW blog decided that this means "Malcolm Gladwell's popular theory about key influencers moving markets may not be valid."

    Now I have not read the research like I should, but from what I can tell from the press release the report is indicting the idea that "popular" but unfamiliar people like Scoble can influece. Gladwell's book is most focused on personal relationships.

    Am I crazy, or are folks a little too eager to throw Gladwell under the bus?

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