Linkbaiting, Trolls and Other Secrets to Blogging Success.
I try to keep resemblance of what could be likened to journalistic integrity on this blog. I usually only write about things that I believe I have something worthy to say on the topic and I think it shows when I’ve forced out a post just to satisfy my obsessive-compulsive side. Still the temptation is always there to take the latest hot headline in one of my areas of interest and just parrot the popular sentiment as it’s an almost guaranteed way to drive people to this site. Sometimes I’m lucky enough that these two worlds collide and I get to write about something I like that brings people to my blog. One example of this was my reaction to the iPad which, whilst I knew was going to be all over the press, was an honest reaction to the product’s announcement and saw quite a few people coming here to get whatever details they could on Apple’s latest toy.
In the professional blogging world things aren’t quite so freeform.
You see, despite efforts to the contrary, the best way to make money off your online content is advertising. Depending on who you’re dealing with these can be cost per thousand impressions (CPM), cost per click (CPC) or some other variety. No matter what kind of advertising you end up slathering all over your content the amount you make will still be directly proportional to the number of users that you receive on your site. The best ways to do this usually involve breaking a story (although that doesn’t last that long in our Internet world), writing on the topic de’jeur or playing on people’s loyalties by taking a controversial stance on a subject. Take a look at any blogging site and you’ll see a combination of all of these, usually right there on the front page. All of this is done in aid of driving users and their respective advertising revenue to the site.
As always this post was inspired by an example of such behaviour that I saw on the Internet. Currently one of the hot topics amongst the tech crowd is the issue of the iPhone 4′s antenna which can be shorted out if held in a certain way. I’ve steered clear of the topic mostly because I don’t have anything useful to say on the matter and it’s already been beaten to death in the headlines over the past couple weeks. To give you an idea of just how absurd this whole situation is getting take a gander at this post over at TechCrunch:
But the thing is, that trust that my mom gives to Consumer Reports was hard earned over decades of obsessive use. She trusts Consumer Reports. And if I read it I might trust it too. If they rated stuff on shininess I’d definitely subscribe. Or if they rated robots.
But suddenly Consumer Reports is crazy for the link bait. This iPhone 4 antenna problemhas them going absolutely batshit crazy, and nearly every day they’re firing off a new set of recommendations, or demands, that conflict with the old recommendations and demands.
Ironically¹ Arrington is also guilty of the same things that he criticises Consumer Reports of doing. The post is a classic traffic driver attempt: he’s taken a rather controversial stance on something (no one else has criticized Consumer Reports to my knowledge), he’s talking about one of the hottest topics today and for what it’s worth he’s breaking the story. The post is just aching for Consumer Reports to post a response back to his claims and should they actually do that he’s got another in to write yet another trolltastic article.
For me since my blog is primarily personal and nets me zero in the ways of revenue I don’t usually have any desire to write those kinds of articles. That’s not to say I haven’t, in fact I’ve done quite a few of them. However I never really felt that good about them afterwards and talking it over with my fellow bloggers they agreed they weren’t really of the standard they’d come to expect from me. I am human however so there are times when my stance on something will go against the grain of what’s currently socially acceptable but those posts will (hopefully) contain reasoned, logically constructed arguments so at least if you don’t agree with me you understand how I came to my conclusions.
You could write this whole tirade off as someone who’s just languishing in the dark recesses of the Internet casting an evil eye to anyone who’s got a whiff of success. The Australian blood that runs through me will always want to cut the tall poppies down but realistically it all comes back to my desire to give a little something to those who read my writings. Whilst I know that not everyone cares about why people write things for all to see I feel that knowing someone’s motivations helps me greatly in understanding their content and, should they attempt to convince me of their viewpoint, acknowledge any biases they have lest I take them on as my own.
¹It gets even more ironic if you consider that this post could be construed as falling prey to the same ideas I’m criticising. I knew that when writing this, just so you know