Stowe Boyd would have to be peeved wouldn’t he? The blog press fawns over Edgio but gives 3Bubbles which Stowe is an advisor to the big thumbs down. Matthew Ingram, Peter Cashmore and others all say that blogs don’t generate enough traffic to sustain a chat board.
These bloody, narky bloggers…
They’re not wrong, but it’s also worth considering that maybe blogs don’t have enough traffic because they don’t have these kinds of capabilities. The issue with RSS and particularly aggregators is that they cruel your returning traffic. You no longer go through the front door like you used to, you enter via which ever side door might take your fancy on that day, if indeed, any does.
When you don’t have a steady stream of returning traffic it means that the only way you get hits is with appealing content. And as Scott Karp pointed out this last week, that’s actually a really, really difficult thing to maintain.
What the blogosphere needs to do is try and build micro-communities. That is you’ll find a blog that very minutely reflects your particular sense of humour, philosophical outlooks, interests and so you’ll visit the blog regularly to participate in that community.
The problem is aggregators are increasingly owning the conversation as well being the gatekeeper. If you have a look at Digg, many posts will receive dozens, even hundreds of comments when the original post barely receives any.
So, it was notable that the 3Bubbles doubtcasters both opined that the service could work on a big site like TechCrunch or memeorandum, which would be another move towards centralising the conversation. That’s kind of ironic on a day where Edgio is making headlines and we’re all supposed to be moving towards the edge.
I can’t see why 3Bubbles can’t work on any blog that has any sort of community behind it. It doesn’t have to be big, it just has to be a stimulating, valuable community of people whose interactions add value to the community member’s existence. What I really hope to see is more tools like 3Bubbles that make blogs more participatory in themselves. Then you’ll start to see some true micromedia sites and you’ll open up far greater potential for bloggers to monetise their activities.