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Why Facebook makes blogging that much more important and provides increased ROI

Facebook This New York Times Article, by Randall Stross, points out what should be obvious to everyone at this point. Different websites and web applications compete for attention on the internet. As more and more people gravitate towards Facebook, they have less need to start blogs or create their own websites. Further, people who do have blogs are increasingly posting links in Facebook, rather than doing blog posts. What does this mean for lawyers who have expertise to share with the world?

Because Google does not crawl most of Facebook, and because fewer people are blogging, the competition to obtain solid search results in Google, continue to decrease. In essence, it is easier to achieve first page Google results by blogging today than it may have been two years ago. Because Facebook so dominates the attention and link activity in the world today, it is simply easier to gain traction by blogging.

The New York Times Article further noted that;

The Facebook model of organizing the world’s information involves a mix of personally sensitive information, impersonal information that is potentially widely useful, and information whose sensitivity and usefulness falls in between. It’s a tangle created by Facebook’s origins as the host of unambiguously nonpublic messaging among college students.

Instead of contributing to this interconnected, open Web world, the growing popularity of Facebook is draining it of attention, energy and posts that are in public view.

In 2008, Google announced that its search engine had “crawled,” that is, collected and indexed material from, one trillion unique URLs, or Web addresses.

Susan Herring, professor of information science at Indiana University, sees it this way: “What the statistics point to is a rise in Facebook, a decline in blogging, and before that, a decline in personal Web pages. The trend is clear, she said — Facebook is displacing these other forms of online publication.

“Information is becoming less of a destination that we seek online,” says Anthony J. Rotolo, assistant professor of practice in the School of Information Studies at Syracuse University. “Instead we are expecting it to come to us in a social stream.”

This is what Professor Herring calls a “recommender model” of getting information. And she sees it as replacing the search-engine model.

However, defenders of the Facebook model of an information stream argue that it doesn’t displace the open Web, but that it merely adds a new layer of information to it.

For more articles about Facebook, check here.


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