In a client meeting last week, one of our astute colleagues began to discuss the theory of blog links as currency that bloggers are presently giving away. This is not a new discussion, but it does deserve additional attention from time to time. For instance, is linking to another blogger outside of your network a threat to your readership? Can it be a mistake to have an A Lister link to you at the wrong time?
An interesting item I noticed recently was the discussion of prizes for the Most Valuable Blog competition (MVB). One of the potential prizes for the winner was an add to Jaffe's blogroll. At first glance and for those not in the know, you might think "big deal." However, I spent some time thinking about why this is extremely valuable and potentially, what it could mean for the winner.
Here are those thoughts:
1) As the conversation continues to evolve, more brands will start diving deeper into Social Media instead of just scratching the service. Instead of drawing consumers in, brands will venture out to meet them on neutral ground. How will they find like minded people??? Via blogrolls... follow the breadcrumbs!
2) Jaffe is ranked 2,846 according to Technorati and has been linked to by 766 people. According to Compete (which is usually much lower than actuals) JaffeJuice averages about 3,000 visitors a month (this has to be higher).
3) In his blogroll (which is minimal compared to how many people are in his circle), he lists Micro Persuasion by Steve Rubel. MP is ranked 106 on Technorati with 4,146 blogs linking to him. According to Compete, MP averages about 12,300 visitors a month.
4) If the winner received recognition in a post from Jaffe, potentially, 3,000 people will view the bloggers name. Rubel will clearly read the post and may share the winner in a post to his audience (12,300).
5) Considering the heavy weights in the competition (and the 33 bloggers who have mentioned the "Most Valuable Blog" competition) the audience for the winner, is potentially huge. Of the 33 bloggers who mention the MVB, they average links from approximately 300 other bloggers.
So, what's the value of winning the MVB competition??? As all of the blogs contending are big players, the increase in audience may not be huge, but additional eyes are always a plus. However, imagine if someone decided to run the "Most Valuable New Blog" contest! What would that audience be worth. Well, how much would you pay per click?
To Be Continued...