The State of the Blogosphere

Technocrati.com have recently published their State of the Bolgosphere 2011 report and it raises some interesting questions. The report is based upon a survey of 4114 bloggers around the world, and presents various statistics in easily readable graph format explaining who blogs and their stated reasons why and purposes.
A chalkboard expression of what a blog might be
I am one of the 30% over 44 year olds, with the majority being considerably younger than me and much more experienced. A small percentage treat blogging as their job, make an income from their posts or run a blog for their own business or employer. The vast majority do it as a hobby, in the main to express their expertise or interests. A major sector say that they just blog in order to speak their mind freely.
I am most interested in the professional category, and I in fact find myself somewhere within that group. I am not however paid to promote something, but to provoke discussion about the ethical implications and responsibility issues brought about by technological development, and one of my tools is blogging. My employer is also a non-profit research foundation, so the aim of making money is out of the equation.

Blogging is generally perceived as a pier to pier action, and the report cited above demonstrates that people trust blogs and bloggers, in many cases more that they trust other publishers. But what if we find people publishing reviews about services or products that they have a vested interest in? If I am paid by a company to review or promote their products can I be really honest in my views? And what about the breech of trust implied?

In the US the FTC (Federal Trade Commission) made a ruling in 2009 determining that bloggers have to state if they are paid for posts by an interested third party. If a blogger in the US does not state that they either receive the product to keep or are paid by someone to write the review they risk an 11000 dollar fine. In the UK the Office of Fair Trading also has extensive blogging disclosure rules. All well and good, but the report above states however that only 60% of people that find themselves in this position actually adhere to the rules, and the statistics are very likely to be skewed, as when a person is asked if they have respected the rules that almost always say yes.

How could this problem be addressed? The Technology Bloggers site refuses to publish anything that may be deemed promotion, the author guidelines are clear. But would it be possible for all blogs make this statement and enforce it, and if it were possible would they do it? The implications for trust and the spreading of reliable information are obvious.

Another issue I wish to raise involves advertising. The report offers various statistics about how many blogs have advertisement placings, before going on to analyze the reasons given either for not carrying or carrying advertising, the issue of control over who advertises and the possible financial rewards.

Here again we step into the issue of trust. If a blog has a reputation as offering reliable and quality information this reflects upon the company advertising. The placing is a two way endorsement. If advertising is not offered (as some may feel that it affects independent status or may not reflect the blogger’s ideals), how can a blog not only make money (if that is the aim) or even cover its expenses? Most bloggers sink their own money into setting up and running their blog, and if you add up the time spent in maintenance (and the administrators are undoubtedly experts in their field) each blog should be seen as a real investment in terms of many different forms of capital. You pay $120 an hour for such expertise in other fields!

How to choose a domain name and a host

If you want to set up a website or a forum, it can be a process which takes a lot of time. Setting up a blog is usually a bit quicker thanks to blogging platforms, of which there are many free ones on offer.

If you are self coding your blog like I did with my old technology blog, it will probably take just as long as a website to set up. However if you are going to use a blogging system to do all the hard work for you, like Blogger, WordPress, Typepad, Movable Type, Drupal etc. setting up your blog is likely to be a lot quicker.

WordPress prides itself on its famous ‘5-minute installation‘ but before you get there, and this is the same for any type of site, you need to choose a URL (domain name) and host.

The Official WordPress LogoSome places offer you free URL’s, like WordPress(.com) and Google Sites, however they often restrict the control you have over your site – for example you may not be able to have ads on the site, or you may not be able to edit themes.

Assuming you want to have a unique URL/web address, then you have the challenge of choosing your URL, and where to host it.

Deciding upon a URL

Choosing a URL can be very hard, however my best advice is to go with your brand. If you are setting up a computer review blog, and it is called ‘ComBlog’, then try to find a URL with ComBlog in it.

Some people would say work out what keywords you want to show up in the search results for, and choose your domain taking those into account, e.g. freecomputerreviews.net; yes such domains may help you in the short term, however once you are established, I think that a branded domain is always best.

Going back to the ‘ComBlog’ example, domains like ComBlog.com and ComBlog.info would be great for your site, as they are short – therefore easy to remember and simple enough to spell.

The type of hosting

The next step is choosing what type of hosting you want. Do you want Windows or Linux? If you just want to run a simple website, I would suggest a Windows powered domain, however if you want to run something like WordPress or many other blogging platforms, you will need a Linux server.

Your host

After that you have to choose who is going to host your site. If you have a server at home/work and that is running 24/7 (as if it goes down, so will your site if it is hosted there) then you could host it there. However for more bandwidth, space and security, you probably want to get someone else to do it.

The problem is, who to choose! You could go to individual hosts websites, and try and work out which one is best for you. Alternatively, you could go to a web hosting comparison site, like Web Hosting Search. Such sites can offer you a very detailed overview of different hosts and what they can provide. They also contain users opinions – helping you further to choose the right company.

One useful tool that such sites offer (specifically Web Hosting Search) is a WordPress hosting comparison. This can help you find hosts that offer WordPress hosting – if that is what you are looking for.

Things to check

Before choosing your host, look at what they are offering you. Are your emails free, and can you have as many addresses as you like (e.g. talk@ComBlog.info, hello@ComBlog.info, John@ComBlog.info etc.)?

Also, how much traffic can your site receive each month? I recommend that you have it unlimited (or as high as possible) as there is nothing worse than your host cutting you off because you are too popular! This happened to Chadrack, owner of WebIncomeJournal.com not so long ago.

Also how reliable is your prospective host? Is your site likely to go offline a lot, or do they have a 0 down-time policy?

Some hosts offer you your domain free if you host it with them, so do look out for offers 🙂

Are you looking to set up a website? What is your advice to those who are, or if you are, is this helpful?