Niche Marketing in the Blogosphere

Last night I read “The Origins of Social Media” and listened to “The Long Tail.”  Let me start with the latter.  After listening to “The Long Tail,” I agree with the ultimate conclusion.  I wouldn’t consider long tail theory the be-all, end-all of business theory, but I don’t think it’s a bad concept to keep in mind.  It does help companies seek out niche markets, remembering that this day and age, every customer should have the ability to find exactly the product they’re looking for, instead of just a best-fit product.  

This idea fits in nicely with the discussion of blogs in “The Origins of Social Media.”  The article focused mainly on how a blog can make a product/issue “go viral.”  While I agree that organizations must be wary of this new(ish) capability to easily sensationalize issues, they can also capitalize on the communities that blogs can create for customers in niche markets.  Entire blog communities are created around new tech products, home design, foodie fads, ANYTHING.  Look at Pinterest, and you’ll find not only images, but links to blogs and sites in every niche imaginable. 

Finally, the article discusses the clash between bloggers and the mainstream media, but it doesn’t even touch on the huge opportunity afforded to media and businesses who choose not to push against the blogosphere but to embrace it and become a part of it.  Hop on over and take a look at Today.  While I won’t argue that morning shows are hard-hitting journalism, I will argue that they are the only source of news for a LOT of Americans. Even as a news source, Today has embraced the idea of blogging, and uses this blog to keep audiences updated with what’s going on at Today and provide additions to material covered in the telecast.  In particular, I remember an edition during NBC’s Olympic coverage where anchors posted updates and interesting tidbits about the Olympics every day.  They’ve done a good job of keeping viewers tuned in, even when they’re not on the air, and blogs afford this opportunity to any company who chooses to embrace it.