Why 800 million active bloggers?

My call to grow the number of active bloggers to 800 million has generated some excellent discussion over the past couple of days. Some on Twitter, some in email and lots in person.

Conversation is great. It helps you consider things in different ways, and the interaction helps grow ideas into something bigger. Something that belongs to all of us. Kind of like the open web itself.

Or is it vice-versa? ;)

The cultural obstacle.

Somehow, we’ve come to think of social media as trivial—good for posting lols, links and lomos. But a blog, well—

@ @ Part of SM's success is cause not every1 wants to think of themselves as a Publishing Self-Brand. They just wanna like.
Erica Glasier ♥
@ @ by which I meant not everone's that into crafting a blog that's essentially their identity (self-brand).
Erica Glasier ♥


Erica is an intelligent and perceptive individual—especially when comes to this stuff. She’s expressing the general feeling that people have developed about blogging.

And this has come up again and again in the last couple of days. People find the idea of blogging intimidating when it should be empowering.

People have come to believe that blogging requires a lot of thought. And quite honestly, I feel it too, which is crazy — the reason blogs came to dominate the web is because of how simple they are. Type. Link. Press a button. We’re all publishers!

Blogging isn’t always branding.

I blame the marketers. Marketers ruin everything. They have successfully convinced us that blogs exist to further reputations, build businesses, and make us all money through affiliate links (usually to their own ebooks): If you don’t do it right, you will have embarrassed yourself in front of the whole world and ruined your chances for success. You need a strategy, dammit.

They are wrong. You don’t always need a strategy. Sure, if your blog is for business it goes without saying that you will usually (though not always) do better with some degree of planning (though not too much—I’ll explain that in another post). But not every blog has to be for business or a part of some pristine resumé.

There are blogs about all kinds of things and just as many about nothing in particular. Go cruise Tumblr or WordPress.com’s “freshly pressed” section.

Worried about your reputation? Keep an anonymous blog that you share with only your closest friends—real friends. Start a group blog. You can do whatever you want! It’s really incredible and refreshing once you start. And it’s really not that hard! If you are on Facebook, you’re already blogging—you just don’t know it yet.

@ @ that's what I meant too. Marketers have made blogging intimidating. Self-branding is heavy. Doggeh pics aren't. :)
David Pensato ★
@ @ Totally agree. Not everything has to be about branding. But I do think it has to look nice :)
Liz Hover


I agree with Liz that there are a lot of ugly blogs out there. Thankfully I don’t have to look at them if I don’t want to. And if you’re not blogging for business or to grow a massive following, if you’re just blogging for fun or for your friends, you probably don’t care if I look at your blog or not. You can pretty it up later. :)

The big question.

@ @ @ Here's the biggest question on my mind: What is the reason behind wanting 8M bloggers? What's the result?
Cole Peters
@ That's what I was asking. Why want this, beyond the moral imperative of getting every1 out from behind walled gardens.
Erica Glasier ♥


I tried to tease out the practical reasons from the moral imperatives, but it turns out they are one and the same.

Centralizing the web is bad. It’s bad for technological reasons, it’s bad for innovation, it’s bad for competition and it’s bad for the web in general. And we’re at a point now that what’s bad for the web is bad for all of us.

Given the way that people use the web, we know that centralization cannot hold. If we have 800 million active bloggers in the wild instead of on Facebook, we’ll have a much healthier ecosystem—because it’s not if Facebook will collapse—it’s when. Unlike the current global economy, the web is built to resist that kind of failure by being decentralized.

Centralization is a potentially dangerous thing too. It’s about control. Who determines the algorithm that presents you with your news feed? What do you see? What’s hidden? And I’m not talking about conspiracies or politics here, I’m being practical. What kinds of things are you permitted to “share?” How is your sharing shaped?

Why should you blog for free to help a huge company make scads of money from selling your human interactions to advertisers? Why should anyone own your content but you? Who’s controlling your relationships and interactions? Especially if you’re a business. That’s just dangerous. Practically and morally.

And then there’s that all important data. Where is it? What happens when Facebook goes *poof* as it most definitely will?

On the practical side, blogging keeps that safe and intact. The moral imperative is for those of us who work on/with/through the web. We should have an interest in keeping our clients’, friends’ and family’s data safe. We know the danger, and we know the fix is to keep your stuff elsewhere. On a blog!

Finally, when you blog, you control the environment. You get to make it however you want and use it for whatever you want to in a million different possible ways.

If you’re a business, it means you get to keep your brand distinct. If you’re a photographer, it means you can display your photos in the way you want. If you’re a teenager, you can write angsty poems under an alias and theme the crap out of your blog. That’s both a practical consideration and a moral imperative.

There’s no need to go cold turkey.

By all means, use Facebook. Use Twitter. Use Google+ but blog first and then share later. This is one of the big obstacles that the open blogging platforms will need to address soon. They need to get way better at sharing and discovery. As Matt Wiebe points out:

@ @ @ People want 1) connection and 2) ease. SM is better than blogs at those, but blogs can improve.
Matt Wiebe


I’ve already written about what’s missing from the existing blog platforms to become viable alternatives to the closed ones.

Even without those changes, the leap isn’t really all that big. Moving from Facebook to WordPress.com or to Tumblr is a relatively easy transition—especially with a little help and encouragement from a friend.

The more we discuss this, the more I’m convinced that the Next Big Thing—the thing that’s eventually going to replace “social media”—will be the resurgence of open blogging. It’s about to come back. Big.

Facebook’s recent changes have make that the most likely outcome. It has become more of a blogging platform with each round of changes. A blog that Zuk controls and people increasingly dislike that control. It reminds them that they don’t own the space.

Let’s Occupy the Web. Let’s grow to 800 million.


@ see the next tweet. cross-tweeting! Contextualizing it in the post is challenging. I want to sum up instead. With hyperlinks!
David Pensato ★
@ So sum up with hyperlinks. Nobody likes a damn opus ;)
Erica Glasier ♥


Whoops. :)

6 Responses to ‘Why 800 million active bloggers?’

  1. You left out the part where I’m an award-winning blogger ;)

    It’s naive to think blogs don’t brand you, whether you know/care what that is or not.

    That’s not really any of my business, though. It’s the unaddressed second half of my “objection”—the words “publishing” and “crafting”. Blogging is hard, and it happens in isolation. Social media participation is easy, and it happens with all your friends.

    I’m setting up a false dichotomy, of course. It’s not either/or. But social media gives people entry into microblogging in the way iPhones give unphotographers access to the world of image making. The photos may not be of the utmost technical quality, but at least people are making art.

  2. I agree with this to a certain point:

    It’s naïve to think blogs don’t brand you, whether you know/​care what that is or not.

    It reminds me of my rhetorical studies classes. One of my profs always used to say “everything you do is rhetorical.” Which is the same. What you eat in public, the music you listen to, the people you associate with *all* brand you. I’m suggesting that it doesn’t have to be more intimidating than posting to Facebook. They brand you equally. If you blog under an alias and only tell your friends about it—if you blog in obscurity, how much of a branding exercise is it really?

    Blogging is hard, and it hap­pens in iso­la­tion. Social media par­tic­i­pa­tion is easy, and it hap­pens with all your friends.

    I think I addressed this in “Blogging isn’t always branding,” but maybe I didn’t articulate it clearly enough: There is a certain *type* of blogging that is hard and happens in isolation, but that’s not the only blogging there is.

    Blogging is a collection of electronic artifacts presented simply, often briefly, in reverse-chronological order. It can be professional, or it can be about riding a bike in the winter. I’m suggesting that what people do on social media *is* blogging.

    I do agree with you that blogging is more difficult—but it’s the UI and the setup that’s the problem, not the format. There’s just way too much choice. Just getting started requires a dozen decisions. That needs to change. It’s also why I’m suggesting that it’s up to us who aren’t intimidated by setting stuff up to help others out and encourage them. I’ve done it a few times. My experience has been that once people get over their initial insecurity, they love it.

    And I also *do* think/agree about things being easier when you do them with all of your friends. That’s why it’s up to the open blogging platforms to make the “social” aspect easier. Blogrolls, comments and trackbacks aren’t enough anymore. When blogging was first getting going, those three things were enough. The web is too big now. That’s where the closed platforms have leapfrogged them and blogging software needs to catch up.

    You’ve got me thinking, though. Is the key in setting up small, group blogs? Say a group of friends who want to share stuff with *each other*? Niche topics like the Manitoba Fat Bike blog?

    Or do you think this is all just a fool’s errand?

  3. By the way, have you logged into the wordpress.com dashboard lately? They are changing stuff up in a way that is headed in the right direction. It’s pretty cool. I just got alerted to it at the WordPress meetup. You can even post to your self-hosted blog from there now.

  4. David,

    Really enjoyed this post.

    I like to think of my blog as central element to building the Samson Design Studios brand. As much as I’d love to see it attract new clients, I really hope it *serves* my current clients and perhaps even the casual reader who has an interest in design and/or small business.

    I try not to get too wrapped up in it being perfect and having it look “great” – even though I’m a designer. Frankly, I have other projects that need my full attention. It’s just there to start conversation, and just maybe, educate.

    So, question to self: If it’s supposed to be a central element of my brand, why aren’t I more dedicated to posting on a frequent basis? Tweeting other people’s stuff just seems so much easier. For me, it’ll have to be a combination of an easier UI and actual dedication/hard work.


  5. Pingback: 800 Million Bloggers is a Good Start – mattwie.be

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