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Twitter Isn't Killing Blogs, It's Making Them Better

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Yesterday Joseph Jaffe, a marketer I look up to, proclaimed that blogging is dying. Twitter is killing it, he said.

Joseph is a leader in the social media movement. He's helped many well-know brands navigate the new landscape. But I think he's wrong here.

Twitter is not killing blogs, it's making them better.

Joseph's point is that Twitter's 140-character limit is reducing our ability to do thoughtful long-form thinking. "There has been a marked shift from blogging to "micro"-blogging and I wonder what we're sacrificing in the process," he wrote.

First, let's look at the numbers. Technorati's most recent State of the Blogosphere reported that the company has indexed 133 million blog records since 2002. Meanwhile, the Wall Street Journal reports 32 million Twitter accounts (half of which are inactive). Twitter's acceleration is obvious in the Google Trends graph below (blue is Google searches on "blogs"; red is Google searches on "Twitter."

twitter

So Twitter is seeing explosive growth, maybe even catching up with and cutting into blogging's dominance. Like Joseph, I see this anecdotally in the pace of posting on many of the blogs I read. People are balancing their blogging with Twitter.

But there's something else happening. While many of the blogs without business models, published in the middle of the night by bloggers in pajamas, are slowing their pace of publishing, many smart businesses are starting blogs with very clear business goals. These are businesses like Modative, Reynolds Golf Academy and Cilk Arts that have figured out that blogging is a critical piece of inbound marketing. It helps them rank higher in search engines, drive more traffic to their site and, ultimately, generate more leads and sales.

Sure, it would be easier for these business to spew 140-character missives on Twitter, but they understand that Tweets don't rank well in search engines, and thus don't generate the leads and sales that blogs posts do.

For readers and businesses, this change is a good thing. It means we're getting fewer of the windy tirades that originally gave blogs a bad name, and more high-quality content that's produced for a very specific reason -- to provide useful information to customers. It also makes it easier for quality businesses to rise above their competition.

Bottom line? Yes, Twitter is growing, but it's not going to kill blogs. Blogs are too important to businesses.


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Posted by Rick Burnes on Tue, Jun 16, 2009 @ 08:12 AM

COMMENTS

Excellent point! Twitter refined the blogosphere by providing an alternate avenue for what was once an obstruction.

posted on Tuesday, June 16, 2009 at 9:01 AM by James W. Kelch


I think when cable TV first came on the scene as an alternative to the ABC/NBC/CBS triumvirate, there were (false) alarms about television getting killed. 
 
Aside from whether you agree with Bruce that there's 57 Channels And Nothin' On, or enjoy Fear Factor's buffalo testicle eating contest, more content is generally a good thing: the long tail gives us more choice, and good stuff often does bubble up to the top.

posted on Tuesday, June 16, 2009 at 9:22 AM by ilya


Great article. Twitter has "trained" us to focus and say only what needs to be said in our blogs. We must always, always,always be thinking more about our ideal clients and how they will be receiving our information. We must get over ourselves and accept that blogs are written to be read.

posted on Tuesday, June 16, 2009 at 9:35 AM by Mari L. McCarthy


Twitter has helped me promote my blog immensely. I try to announce my blog posts one every week so that I don't give the 'neighbours' aggro so to speak. What I do is, is type in my link and msg, and then quickly search similar interes in google real time, then those people check out my blog.  
 
 
 
Other times Twitter is like facebook in that you can talk to people online a bit more. (If you stop to slow down, you might have some real good contacts no just people who click on your page one off). But I try not to look at my blog counter everyday either. just try to incorporate all this technology with a walk in the park, it seems so many people are in a rush to add more people that is counter productive and superficial.

posted on Tuesday, June 16, 2009 at 9:41 AM by Zubyre


I 100% agree and argued the same point on Joe's blog. Twitter kills the crap blog posts and allows only the best ideas to be expounded upon. It saves me a lot of time imo.

posted on Tuesday, June 16, 2009 at 9:42 AM by Stuart Foster


Pretty sure @stuartfoster said it best, "Twitter kills the crap blog posts and allows only the best ideas to be expounded upon."  
 
That being said, I do agree with some of Joseph's points. It's a tough balance. I'm planning on launching a personal blog on July 1 (*gasp* who in their right mind would start a blog when there is twitter?). Crazy, huh? 
 
On another note...How about this for using several of the channels: 
 
1. I was alerted about this post via an email (I subscribed to the Hubspot blog). 
2. I read this blog post, but was "distracted" due to my MDD (Media Deficit Disorder) by Rick's link to Joseph's Marketing Profs Daily Fix blog post. 
3. After reading the MP Daily Fix post, I tweeted about it: http://idek.net/FG6 (using a url shortner created by Adam Covati - @covati, co-worker and good friend). 
4. Next, I returned to Rick's post. 
5. Finally, I commented
 
Pretty standard stuff in 2009, wouldn't you agree? 
 
DJ Waldow 
@djwaldow 
 
--- 
 
Hey Hubspot, no Gravtars? Please? I like to see people.

posted on Tuesday, June 16, 2009 at 10:16 AM by DJ Waldow


Twitter has definitely streamlined the way we look at blogs. As Stuart pointed out - Twitter points out the best of the best, it serves as a guide for what we should be reading, what we can learn from, and fuels our own ideas into full-fledged articles. Twitter has improved blogging efficiency by leaps and bounds.

posted on Tuesday, June 16, 2009 at 10:17 AM by Matt Cheuvront


DJ, I agree, Stuart's comment is right on the money. 
 
And nice run down of the connections and to publishing points related to this piece -- but you missed my tweet about it: http://twitter.com/rickburnes/status/2192441937:)

posted on Tuesday, June 16, 2009 at 10:20 AM by Rick Burnes


Ilya, I agree that more content is generally better -- and another reason Twitter is a complement to blogs is that it helps filter the huge volume of blog content.

posted on Tuesday, June 16, 2009 at 10:22 AM by Rick Burnes


@Rick 
 
Touche! Truth be told, I saw the email from Hubspot before your tweet... 
 
dj 
 
*What about those Gravtars on the Hubspot blog?!

posted on Tuesday, June 16, 2009 at 10:25 AM by DJ Waldow


@dj I'm adding putting a link to your comments about the Gravatars in the product backlog. It's on the list, but not a squeaky wheels, so not getting grease.

posted on Tuesday, June 16, 2009 at 10:27 AM by Rick Burnes


I read more blogs now than ever because so many great articles that are interesting to me are directed to me via Twitter. I couldn't possibly follow all the blogs about marketing but the key bits of info I seek is brought to me by those I follow. It's like a more focused RSS feed. Twitter is the headline, the blog is the story.

posted on Tuesday, June 16, 2009 at 2:49 PM by Susan Collins


Twitter is not killing blogs, its actually empowering them. We agree with Hubspot completely on this. Content remains the source of traffic, twitter and other social mediums just help us get there. Or you can say help promote the good pages on the internet. We see on twitter all day long, that people are all the time twitting about their web pages mainly blogs.

posted on Tuesday, June 16, 2009 at 3:57 PM by Genex Business Solutions


Twitter can not kill/replace blogging as there is not enough valuable content and not near as accessable in Google.

posted on Tuesday, June 16, 2009 at 7:11 PM by Justin


Yeah, I agreed with you. Twitter helps your blog or sites to become better. Twitter will hate you if you won't abide with their rules. :-)

posted on Tuesday, June 16, 2009 at 9:59 PM by Delta Squadron


Does anyone of you here get targeted traffic or good conversion from twitter?

posted on Tuesday, June 16, 2009 at 10:48 PM by internet marketing company


Twitter has aided us in quickly finding other seo's and great information and advice. 
 
To me this is just an aid on to our blogs.

posted on Wednesday, June 17, 2009 at 8:40 AM by EssexSEO


Thanks for the insightful post, Rick. 
 
I notice a lot of comments about Twitter offering a promotional vehicle for blog posts - this is a great benefit of blogging and tweeting in tandem. 
 
However, I think an even larger benefit of bloggers tweeting is that is adds another layer of authenticity, and an opportunity to build relationships. In addition to reading blog posts by people you want to learn from, you can get to know them a bit better (and find out who they learn from) by following and interacting on Twitter.

posted on Thursday, June 18, 2009 at 7:25 AM by Laurel


Laurel, I think you're absolutely right. Twitter is a great way to get to know the bloggers you follow, and thus have better context about the things they write.

posted on Thursday, June 18, 2009 at 7:32 AM by Rick Burnes


Yah I do think so. Most of the daily articles I'm reading online (nearly 90%) comes from Twitter and rest from Google search or from my friends and co-workers

posted on Thursday, June 18, 2009 at 11:01 AM by Sanmaya


I see how many occasional bloggers find the quick-and-dirty approach to sending messages via Twitter as tempting now as they found the quick-and-dirty approach to building web pages with blog software in 2004. 
 
It's mostly about getting your message out with the least amount of effort, and I suppose that it depends on your message whether you find Twitter more useful than blogging or vice versa.  
 
Twitter is great for the writer. It's a very different thing for the reader. As easy as it is for the writer to publish any random thoughts, as frustrating can it be for the reader to make sense of these fragments. Twitter's tweets often appear nonsensical or cryptic unless you know the writer really well and can thus understand all the allusions and inside jokes that tweets are usually full of. I find that blogs, with their self-contained entries are much more inclusive. 
 
Twitter is definitely over-hyped at the moment, advertised as the solution to everything just as blogs were hyped in 2004 and wikis in 2006. All the fuss will probably calm down and Twitter will find its niche just as blogs have already found theirs.

posted on Sunday, June 28, 2009 at 6:31 PM by Horst P.


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