Passion and Authority

"The two things that make a really good blog are passion and authority," explains Scoble. "That what I look for when I buy products."  He proceeded to talk about the process of buying wine (he even had a bottle of wine on the table), and how that entire purchase process is the sum results of passion and authority.  He's absolutely dead on here, and this is why the consumers who take the time to speak out on boards and blogs -- the folks who create consumer-generated media (CGM) -- are so critically important to monitor.  They are the ultimate source of passion and authority.

Comments

[rick murray]

Two other thoughts this talk has sparked for me. First, is the defintion of blogging vis a vis journalism. Journalists have to be objective in what they report. Bloggers don't and aren't. So here's one for consideration... blogging is passionate reporting... journalism with a totally transparent and well-informed bias. And because consumers seek, listen to and trust the informed opinions of passionate brand or category advocates, the influence of bloggers on brand purchase decisions going forward will only increase -- and likely, very quickly. The second "a-ha" moment for me in Robert's talk came when he spoke of how best us marketing and PR types should reach what he called the "connectors:" the one blogger at the heart of any issue, subject, etc. His advice... don't limit your pitch the "one;" rather, do some digging to find out whose opinion they trust, whom those people trust, etc. As an industry, we're clearly not currently set up to operate that way, so this should be a huge wake-up call. We need to get smart on this, fast.

[gah909]

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