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 at Bonehook in Portland, Oregon.