Bloggers show online publishers how to use the net

It’s no surprise that the blogosphere has grown so big, so quickly. Not only is it easier and cheaper to publish than ever before via blogs, but people have found it a good outlet for their ideas and writings. The key success area of blogs, I would argue, is a link culture and a culture of link reciprocity (I link to you, you link to me, I link to myself when I comment), spurred on by that magnificent feature in wordpress called a trackback. Even I find myself becoming obsessive-compulsive over who is linking to me and where my trackbacks are coming from. (Ok, ok I’m seeing someone about it!). Therein lies the key.

It’s a way of doing things that most big, commercial online publisher’s don’t have a clue about. Online publishers tend to be protective about linking out to their competitors or the rest of the world, but they are increasingly learning that they should particpate in the linkfest conversation by giving some link love back to bloggers, and even to their competitors. Attempts by to capture this would be them adding Technorati links below each of their articles, which link to bloggers linking to their articles, thereby encouraging bloggers to link to them. The same links now appear on Mail & Guardian Online.

It’s not rocket science, it’s the way the internet is supposed to be used. Bloggers are showing the world’s major online publishers how to use the net.

Comments (4)

  1. rafiq wrote::

    Here, Here I try encouraging the AddiCT(s); to trackback more as it is mutaully benificia to both blogs/sites concerned. Trackback coming soon..

    Trackback seems to be a form of online ubuntu 😉

    Thursday, September 21, 2006 at 6:37 am #
  2. michel wrote::

    I find your post very interesting. Linking to other sites is a topic I often wonder about with regards to our site ( I notice today on M&G online that your two lead articles refer to other sites, yet don’t link through to them – the one being ZimOnline (Zim farmers) and the other Beeld (Brink on Nqakula). With regards to this specifically, and what you mention in your blog, what is your / M&G online take on linking to other ‘competitor’ publishers? Thanks.

    Wednesday, September 27, 2006 at 5:23 am #
  3. matt wrote::

    hi michel. thanks for yr comment and well spotted by the way :-).

    the short answer is that we SHOULD be linking to those publications in our stories and the fact that we aren’t in this case probably has more to do with the sheer volume of stories we publish everyday (now almost 50-80 per day in total), so they probably didnt have time….

    As far as linking to competitors goes, I’ve never had an issue with it — although i know some publications do have issues… linking is how the internet works…


    Wednesday, September 27, 2006 at 6:49 am #
  4. michel wrote::

    As I thought. We too have no problem with it – time permitting of course. Cheers.

    Wednesday, September 27, 2006 at 7:29 am #

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