Blogs Lose Authority, Gain Importance

The internet poo-bahs at Technorati say that blog authority is dropping. The most popular blogs on the internet have seen their “authority” scores, based on the number of other blogs linking to them, go down recently, even if their ranks relative to the rest of the internet remain the same.

This loss of blog authority doesn’t point to a loss of importance, Brian Solis writes for TechCrunch. It shows that the way people consume media has changed. Instead of writing competing blog posts, people are increasingly turning to Twitter or Facebook to respond and make their voices heard.

We are learning to publish and react to content in “Twitter time” and I’d argue that many of us are spending less time blogging, commenting directly on blogs, or writing blogs in response to blog sources because of our active participation in micro communities.

Now people need to figure out new ways to measure the importance of blogs, taking social networking and non-traditional derivative content into consideration. Solis writes, “Now, we have the ability to instantly interact with, respond, or promote blog content away from the source blog, but that shouldn’t make the original post any less valuable.”


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