Australia: Most Influential Bloggers (AdAge)

Advertising Age has put together the top Media and Marketing blogs in the world, the most influential, against a fairly comprehensive criteria – the most we’ve seen from a ‘top blog’ list. Visit their site for more information on how and why they compiled the list, (full list). My current rank: I must be doing…

Advertising Age has put together the top Media and Marketing blogs in the world, the most influential, against a fairly comprehensive criteria – the most we’ve seen from a ‘top blog’ list. Visit their site for more information on how and why they compiled the list, (full list).

My current rank: I must be doing something wrong – someone likes me! Heh.

Top Australian bloggers

They are currently monitoring 826 top blogs, I thought I would give you the Australian entrants (a snapshot):

10. ProBlogger (uber blogger Darren Rowse)
66. Bannerblog (Ashley Ringrose, Ashadi Hopper)
123. Young PR (oi! Paull Young is in NY now!)
131. Duncan’s TV Ad Land (Duncan Macleod)
145. Servant of Chaos (probably my favourite Aussie blogger, Gavin Heaton)
156. Social Network Marketing (this blog! Laurel Papworth)
190. Better Communication Results (fellow Adelaidean, Lee Hopkins)
295. Get Shouty (cheers Katie Chatfield!)
343. Media Hunter (Craig Wilson)
347. Corporate Engagement (hi Trevor Cook! )
365. The Marketer (Gordon ‘Dangerous’ Whitehead)
382. Business of Marketing and Branding (David Koopmans)
388. PR Disasters Gerry McCusker
391. PersonalizeMedia (my cutie, Gary Hayes)
465. Adspace Pioneers (Greetings Julian Cole)
474. ineedhits Search Marketing Blog (cute name) (Clay Cook, Rachel Cook)
618. Jax Rant ( Jacqueline Weschler)
623 Shifted Pixels (Nick Holmes a’Court)
638. Ryan’s View (Ryan Peal)
640. The Jason Recliner (Vando, from his armchair)
692. Igloo/Ignite (agency blog)
702. Pigs Don’t Fly (Zac Martin)
731. Increase Web Traffic @
752. Innovation Feeder (Jen Stumbles)
796. Slice Media ( Kylie Lewis)

Who’s missing? Given I’m an erratic blogger and somewhat of an acquired taste, shouldn’t you be submitting your blog to them, knocking this blog down the ladder? By the way, I have a rule: don’t take advice on social media and blogging from people who don’t blog/social media or don’t do social media successfully. Remember Gartner? Started a corporate blog, couldnt’ get an audience, so their next report said basically that corporate blogs don’t work? Don’t go there.

We have a number of our own lists in Australia. Meg Tsiamis from Blogpond has a general category top bloggers list. Julian has compiled a list of top Australian Marketing and Media blogs himself.

My post from a few weeks ago, where i reveal my audience figures (RSS, readers, ratings) is no longer correct. I’ve picked up another couple of hundred subs and readers. Before this list, actualy, but the list is helping. *note to self: get on as many lists as possible* Actually, lists only work when they are contextual and relevant, I’m not sure directory services function that well anymore on the ‘net.

The title, ‘Influential Blogger’ was a bit tongue in cheek. Do top bloggers impact anyone? Or is it further down the ripple? Surely all bloggers, with a big or a small audience, influence someone somewhere. *taps on your monitor window* Hellloooo? Anyone out there? o.O Yes, I believe we are influential – all of us are collectively changing the world – and that Australians are active in social media. No matter what you may have been told, Australians blog, and they blog well.

LINKS Talking about AdAge
Kristin Alford: Ingenuity @Bridge8 talks about categorisation. How does a top marketing blogger in a niche area like nanotech get categorised?
Matthew Watson: From P.R. to Eternity – he extracts out the top PR blogs.
Todd Andrlik: ToddAnd Marketing and Media. The originator of the Power150 list.
Ashley Ringrose: BannerBlog commentary.
John Lampard: commentary

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  1. Hey Laurel,

    I think the Power 150 is great however it does not pick up the long tail of the Australian Marketing Blogs, my next list of Top 50 is actually now tracking around 80 Australian Marketing Blogs and I know that my list is not tracking all the bloggers.


  2. Heh Julian, what do you think of marketing bloggers that noone has heard of, and that the blogosphere is unaware of? unMarketing Marketers? πŸ˜›

    Kristin has a good point. It’s not so much the long tail (those that are not read much or linked to much, a numbers game) but those that are influential in niche markets. If you are the only nanotech marketing blogger or the only not4profit marketing blogger, then you don’t belong on a ‘broadcast’ list, and probably don’t care either.
    Incidentally, that’s why I’m surprised to be there… a few years ago, I would’ve said a blog on online communities was very niche. Not even really marketing, just writing about how to manage online communities, more customer service I guess. Ah well, everything we do online these days is “marketing and media”.

  3. Hi Laurel,

    Thanks for the post and the list… Slice just makes the list in last position as the ‘no-human’ blog! OK, I’ll confess, I’m the one who blogs for Slice… will add my name to the blog so you know who the ‘human behind the blog’ is! Cheers, Kylie Lewis

  4. Thanks for the namecheck Laurel; lately I’ve been wondering whether blog ‘influence’ is mostly on the bloggers own PR/rep mgmt?

  5. @slice media. Fixed, dear. I added Kylie Lewis

    @Gerry McCusker – I’m not sure I understand the question? Perhaps you mean that bloggers blog to increase their own brand? Oh definitely!

  6. Hi Laurel

    From what I can see the influence of social media is on the rise. Do you have any data that supports or negates Clay Shirky’s Power Law Distribution (that a small number of people contribute the most). Shirky claims this pattern is general to social media.

  7. @Paull, yes Clay is right but only temporarily.

    Dr. Jakob Nielsen has the 90:9:1 rule.
    90% of visitors are lurkers, 9% are respondents (vote, rate, or a quick comment) and 1% are contributors (creators).

    I don’t quite see it that way – of 100 blog posts I read, 90% are crap/useless to me, 9% might score a comment and 1% inspire me to write. Twas ever thus.

    In the lifecycle of a SN member, they start by watching, then join in, then become a leader. Imagine you are 7 years old and first day recess time in the playground. Now fast forward to 6 months later πŸ™‚

    A few years ago we were 100% eyeballs, now we are learning slowly to contribute and add value.

    Already the numbers are changing: 30% of Tripadvisor customers (largest travel community online) return to post-event content creation – reviews of hotels etc. We WILL contribute more as we get used to it.

    Watch how hesitant the older generation can be on the PC then watch how pre-school kids take to it.

    It’s changing.

  8. Very helpful response thanks Laurel. I’ve been tracking and participating in the blogosphere for a couple of years now and I agree with you, participation is growing.

    Being part of Twitter and FriedFeed helps

  9. Yeah Paull, I know you know, it was more for any other readers that might happen along. πŸ™‚

  10. And of course another thing about lists is that it gives us all another Technorati brownie point, ranking us a little higher.

  11. These lists really are essentially meaningless – aside from to the egos of those of us who appear on them.

    Of course, they’re brilliant link bait for the people setting them up.

    I’ve blogged a little on my thoughts before:

    Though of course, if you do put them up on a pedestal you could always take the Bloggess’s approach:

    Also – while I may be a New Yorker for now I’m still very proud to have the Aussie flag flying next to my name. In a borderless blogosphere do I need to blog from our big Island to be considered an Aussie blogger?

    (And one last thing – I think you might have thought the other, single L’d Paul in your comments is yours truly)

  12. Hi Laurel. Duncan’s TV is actually written by Duncan Macleod (me) not Duncan Riley. And it has just morphed into The Inspiration Room Daily.

  13. @duncan macleod hey! you’re not Uncle Duncan! πŸ˜› I’m a goober, I’ve fixed it now. πŸ™‚

    @Paullllll πŸ™‚ I get so worried about forgetting your extra L that I saw it where it wasn’t. I really am a goober!

    And, I was teasing you hon, of course you can be on the Aussie list. I’m a PoM in Oz after all.

    Oh I know, top lists aren’t about quality, they are about distribution and reach. I can send clients to the ‘top travel blogs’ or the ‘top PR blogs’ knowing that they will like some, and not others. Then they work their way through the blogroll another top list) of their favourite blogger (and see who their favourite bloggers are linking to. As a filter, top lists aren’t bad, given that the blogosphere is made up of pools that ripple into each other. This gives them some jumping off points.

    And given that the top lists are created by us, by the number of us that link into that blog, it’s quite democratic no? Better than ‘awards’ ceremonies, where a bunch of old mates give awards to each other. Echo chamber (top bloggers linking to each other) aside, I mean.

  14. I guess with our small population this puts Australia on top of the Sunrise medal tally for influencial bloggers per head of population, just ahead of New Zealand and Lichtenstein. Go Australia!

  15. Hey Laurel,
    Nice to find your blog and see my own listed in your extensive list! One small favour; can you please change my name from Koopman to Koopmans? I know, what’s in a name..:)

  16. Hi Laurel

    Thanks for breaking out the aussie blogs from this list.

    I actually found this post by monitoring my name on wotnews – just fyi πŸ˜‰

    Interesting to see that ineedhits is listed on it – i will let the team know. All kudos should go to the ineedhits team for that effort and not Rachel of myself, we do not contribute to the ineedhits blog.


  17. Hi Clay, don't forget to pick up this months B&T magazine ( page 35 I think – they (Julian Cole) have adapted the AdAge list that I extracted the top Aussie bloggers from and published it. Cheers Laurel

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