Paper Topic:

The study of the Business Models for Operating Blog

Business Models for Operating Blogs

Introduction

Blogging has emerged as a multi-faceted online networking tool for socialisation and organisational linkage purposes in the public and private sector (Blood , 2002 . Blogging as a tool for social linkages stemmed from the first blogs as comprising the journals or diaries of individuals open for public viewing . Since the blogs contains options for comments , this allowed people who know or stranger to the blogger to comment and connect to the blogger . This happens on a global scale resulting to the multiplication and overlapping of linkages

. However blogging has evolved in functionality , particularly in the field of business . Now , blogs not only constitute channels for social relationship building but also comprise a venue for business advertising and sales activities (Kline and Burstein , 2005 . This operates through the idea that business firms seeking to expand or widen their online market can tap into popular sites with a vast number of regular following through advertisements (Holtz and Demopoulos , 2006 . Blog content has also evolved to accommodate product , service or company reviews , commentaries , tips , or guides on a vast range of business related s that support the promotional activities of business firms

Popular Successful Blogs in the World

Since enterprises prefer to advertise in blogs with the most number of readers , whose pro matches the target market of the firm , readership volume for blogs becomes an important consideration . The popularity of blogs is determined in three ways : access statistics , citation frequency , and blog affiliations

First is through the volume of people accessing the blog documented automatically by the website 's functions (Weil , 2006 . Popular websites usually accumulate millions in blog access statistics in a year . The most popular blog according to Technorati in 2006 is the blog by Xu Jinglei . Based on the XML and RSS functions seen as the orange and grey colours on Figure 1 in the Appendix , this blog had 113 ,479 ,298 visitors in to date and still continuing to rise . However , this method of determining popularity does not provide accurate or sufficient measures to support blog popularity because this does not ensure that all the people accessing the blog actually read the posts or found the content useful especially in their purchasing decision

Second is through the frequency of citations made of the blog in the World Wide Web (Weil , 2006 . This involves the use of search engines to look into how many other blogs or sites have referred to the blog . In using the Google search engine to determine the frequency of Internet citations for the blog Boing Boing , the blog rated by Technorati as the leading blog in 2005 , results showed that including the two links found directly leading to the Boing Boing blog , there are 2 ,710 ,000 citations for the blog [See Figure 2 in the Appendix] . This provides a significant measure of popularity since the number shows that more than two million other sites refer to this blog through reviews , commentaries recommended links , or other purposes . In searching...

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