92% Of Brand Conversations Are Taking Place Offline

Data crunching Steve Roo-BELL at Micropersuasion writes:

Advertising Age takes a hard look at blogs, podcasting, RSS and other forms of social media and finds that most folks still get their content the old-fashioned way. This extends across all demographics.
They cite the following data points:
* 7% of American adults write blogs and 22% read them (Jupiter)
* About 8% listen to podcasts and 5% use RSS feeds (Jupiter)
* 88% of the at-work audience doesn’t know what RSS is (WorkPlace Print Media)
* 92% of brand conversations were taking place offline (Keller Fay)

Which makes me wonder about the rock star aspect of the Technorati 100. Are you really a rock star if a very small percentage of people know the first thing about you? Maybe you are? I’m asking.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.