UNIVERSITY OF WARSAW Faculty of Journalism and Political Science Department of Journalism

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1 UNIVERSITY OF WARSAW Faculty of Journalism and Political Science Department of Journalism Monetization Strategies for Social Media Bachelor s Thesis Yevstakhiy Biletskyy Album: * Supervisor Prof. Dr hab. inż. Włodzimierz Gogołek Warsaw, June 2013

2 Oświadczenie kierującego pracą Oświadczam, że niniejsza praca została przygotowana pod moim kierunkiem i stwierdzam, że spełnia ona warunki do przedstawienia jej w postępowaniu o nadanie tytułu zawodowego. Data Podpis kierującego pracą Oświadczenie autora pracy Świadom odpowiedzialności prawnej oświadczam, że niniejsza praca dyplomowa została napisana przez mnie samodzielnie i nie zawiera treści uzyskanych w sposób niezgodny z obowiązującymi przepisami. Oświadczam również, że przedstawiona praca nie była wcześniej przedmiotem procedur związanych z uzyskaniem tytułu zawodowego w wyższej uczelni. Oświadczam ponadto, że niniejsza wersja pracy jest identyczna z załączoną wersją elektroniczną. Data Podpis autora pracy 2

3 ABSTRACT Growing popularity of Social Media tend to reflect commercial potential of online communities. This study focuses on the specific monetization strategies of two case channels Text and Video Blogs. The objective of the author is to present different commercialization approaches for entrepreneur and non-entrepreneur actors, elaborating coherent business framework for global and local market of Poland within selected Web 2.0. platforms. Considering innovative character of the thesis most of the empirical studies were conducted abroad (Germany, United States). Trying to assemble international trends with Polish market approach, at the end of each case chapter author presents opinions of polish experts. Thus, this study will not only analyze the most profitable monetization models, but also investigate applicability of strategies for the local market. Key Words: Social Media, Web 2.0. Monetization Models, Blogosphere, You Tube Title in Polish: Strategie Komercjalizacji Mediów Społecznościowych: Blogi Tekstowe i Wideo. 3

4 Table of contents Abstract...3 List of Contents Introduction Research Problem Motivation of Research Methodology Structure of the Tesis Theoretical Perspective on Social Media and its Monetization Introduction Concept of Web Defining Social Media Social Media Issues and Challenges Social Media Economy...14 The List of Definition Monetization of Text Blogs Introduction Defining a Weblog Defining the Blogosphere Who are the bloggers? Trends in Blogosphere Blogosphere as a new channel of mass communication Blogosphere as a commercial platform Blogosphere as an academic research platform Strategies for blogosphere Traffic Strategies Monetization Strategies Indirect methods Direct methods

5 3.7. Assessing effectiveness of the monetization process Expert opinion Conclusion.31 The List of Definitions Monetization of Video Blogs. The case of You Tube Introduction Defining the User Generated Content Monetization Model for UGC Monetization strategies of the UGC within You Tube You Tube. The Profile of platform Optimization Monetization Strategies for non-entrepreneur actors Strategies for entrepreneur actors Expert Opinion Conclusion.45 The List of Definitions Conclusion Assessing revenue Applicability of models to the local market..49 References...50 List of Figures List of Tables 53 5

6 1. Introduction Over the past few years the online market has changed out of all recognition. Proliferation of the new web services combined with technological improvements and growing popularity of the Internet gave a rise to a new phenomenon Social Media (SM). After the era of static and relative primitive User Interface within Web 1.0., websites adjust their appearance and services to the expectations of users within ever changing global web. Whereas in the first decades of the history of the Internet, users were just consumers of the online-based content, in the Social Media their roles have significantly changed. From consumption of the content to co-creating of the data. The Social Media create a new model of mass communication which is based on the structure many-to-many. Through this kind of sites people can easily build relationships more efficiently, interact and communicate with other users, create and distribute their content within Global Web. Thus, this trend could be considered as a establishment of a new online community with billions of users worldwide 1. This potential arouses interest of marketers, who recognize commercial perspective in the Social Media. In the era of global crisis of traditional advertisement Web 2.0. platforms offer a new dynamic and innovative approach to the B2C and B2B communication. Social Media sites offer a wide technological field, which can be adjust to each commercial campaign seperately, being optimized depending on the preferences of the client. In Social Networks marketers can combine traditional advertisement instruments such as Direct Banners Ads or Product Placement with indirect commercial programs e.g. Affiliate Campaigns or Bloggers engagement. On the other hand social element of the Social Networking contributes in building positive marketing environment around the brand. Social Media give an unusual opportunity not just to promote a business, but also to tell the story of the company, showing a human face of the commerce. The Social Media promote also democratization of the online environment. Social Networks are the best example of the equalization of internet users, where the marketer have the same 1 Catherine M. Ridings, David Gefen, Virtual Community Attraction: Why People hang out online, Journal of Computer-Mediated Communication (2006). 6

7 rights as an average user. Thus, Social Media should be also a great commercial opportunity for non-entrepreneur actors in terms of monetization of their content within SM platform. Social Media Start Up doesn t require a high outlay, which means that commercialization of the Social Media Content can be performed by every user Reserach Problem In this paper we will investigate the complex of monetization models for Social Media, examining different commercialization approaches for entrepreneur and non-entrepreneur actors. This study is focused on business models for Blogosphere. In terms of this paper we comprehend Bogosphere as a comprehensive conception of Text Blogging and Video Blogging. Thus, it is conducted on two case platforms Independent Blogs and Video Blogs within You Tube. The aim of this research is to analyze monetization process of Social Media channels, elaborating comprehend business models within the Social Media Network for business representatives and average users. First group uses Social Networks as an additional marketing instrument. Second group monetizes User Generated Content, trying to earn money on Social Networking. This paper formulates a new business framework for selective Web 2.0. platforms, trying to describe the most effective methods of the Participatory Economy. The study objectives can be summarized in three ones. First, we will give a wide theoretical description of the channel. Second, explain optimization and monetization methods for two types of actors. Third, we will compare effectiveness of models in terms of revenues. After detailed description of specific monetization models for Text and Video Blogs, considering empirical examples of commercial campaigns within Blogosphere and conducted interviews with leading Polish bloggers and representatives of Social Media Agencies we will explain, why Text blogging in comparation to Video Blogging has better market position in terms of monetization Motivation of research Among hundreds of social media channels, there has been only a few of them which are commonly used in commercial discourse. Leading position of Facebook and Twitter supersedes other Social Media Platforms. In this paper we will try to focus on the third most 7

8 important social media platform Blogosphere, trying to emphasize commercial potential of this channel, describing new solutions for entrepreneur and non-entrepreneur actors. After the research on the literature of subject, it is important to point out relative lack of academic articles on this topic in Poland. Positions such as Jest Blog by Andrzej Tucholski, Bloger by Tomasz Tomczyk Kominek or Hatalska s Report on Blogosphere in 2012 were written by professional active bloggers, presenting empirical guideline for freshmen in this business or statistical research on the local market. However, in this literature authors do not discuss the topic from the academic perspective. This paper is attempt to investigate this topic from scientific approach and could be an inspiration to start a research on this specific topic on the academic level in Poland Methodology This study is based on the pragmatic approach. The author uses mix of literature review and empirical studies (face-to-face interviews, expert opinions), examining topic from multiple perspectives in order to interpret the results Structure of the Thesis This paper consists of 5 chapters. In the first chapter we wil introduce research problem, focusing on the main objectives of this study. Second part investigates the study subject from theoretical perspective, conceptualising Web 2.0., including definitions of the Social Media and monetization in terms of the Participatory Economy. Third and fourth part will tell us about case studies on Text Blogs and Video Blogs. In the conclusion we will try to examine applicability of business models and their commercial effectivenes. Each part is completed by graphics, tables and list of definitions. 8

9 2. Theoretical Perspective on Social Media and Monetization 2.1. Introduction Trying to understand commercial potential of the Social Media and specific strategies of monetization, it is important to define this phenomenon and introduce different scientific concepts of Web 2.0. In this chapter we will try to present theoretical paradigms, elaborating definitions of Web 2.0. and Social Media. We will also try to understand specific model of mass communication promoted by the Social Media sites. Finally, we will investigate how SM are used by business actors in terms of commercial dialogue with potential clients Concept of Web 2.0. The term Web 2.0. first used by Tim O Reilly 2 was elaborated to describe transformative process within global Web. Observing ever changing online market it is important to point out, that even though discussed in this chapter term is pretty popular, there is no comprehensive legal definition. Some of the scholars define it as as a process of Web transformation, others as a part of of the Internet History 3. For the purposes of our paper we will adopt first definition elaborated by Tim O Reill: Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences 4. Paraphrasing the author Web 2.0. can be described as technological improvements within global Web. The term "2.0" comes from the software industry, where new versions of software programs are labeled with an incremental version number. Like 2 Tim O Reilly founder of O reilly Media and supporter of open source movements. In 2004 during O Reilly Media Conference he described new technological improvements within Internet as a Web 2.0., so-called new version of World Wide Web. 3 Jim Petrassi, Web 2.0. Potential Impact on Business, p. 1, CSC Global Business Solutions (2008). 4 Tim O Reilly, Web 2.0. Compact Definition, O Reilly Radar (2005), compact-definition.html [ ]. 9

10 software, the new generation of the Web includes new features and functionality that was not available in the past 5. Web 2.0 provides also a new model of user interaction within Internet. Web platforms become much more dynamic comparing to Web 1.0. sites. It promotes development of internet-based relationships between users and thereby establishing online communities Defining Social Media The term social media consists of two parts. Social refers to the instinctual need of human the need of connection with other members of the group. Media is here a tool, which makes this connection possible, easy and interactive. The difficulty in finding right and sufficiently complete scientific definition of SM is based on transparency and broad semantic field of this phenomenon. Trying to define Social Media we will use definitions provided by social scientists. Based on their unilateral definitions we will evaluate our own term of this phenomenon 6. Figure 1. Tag Cloud presenting main characteristics of Web 2.0 Source: [ ]. 5 Web 2.0., Techterms.com, [ ]. 6 Lon Safko, David K. Brake, The Social Media Bible: Tactics, Tools, and Strategies for Business Success, p. 3 (2009). 10

11 Social Media as a Communication Technology According to Safko s definition, SM can be considered as a set of tools and technologies, allowing people to connect with each other, building relationships more efficiently 7. Social Media as a Communication Model In accordace with a definition provided by Lehtimäki, SM are considered as an online environment. With the combination of community, Web 2.0. tools and User Generated Content it shapes a new way of mass communication model 8. Social Media as a Content In Brian Solis s terminology scientist focuses on the importance of User Generated Content, defining SM as a Democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism one-to-many to a many-to-many model, rooted in conversations between authors, people, and peers 9. Social Media as a Service Provider Katri Lietsala s definition describes Social Media as a service provider, supplying online platform, where users can communicate, interact and share their content for free 10. Social Media as a business Phenomenon of Social Media can be also understood as a developing part of the online business. As reported by Social Media Marketing Industry Report more and more marketers consider SM as a new tool of interactive marketing, which helps to build indirect commercial dialogue with clients. 88% of respondents use Social Media networks and 81% of them reported gaining business exposure as a result Op.cit. Lon Safko, p Lehtimäki s definition is quoted in Master Thesis of Xiaoyan Hu, Social Media Business Model Analysis - Case Tencent, Facebook, and Myspace, p.9, Aalto University School of Economics (2011). 9 Brian Solis, Defining Social Media: (2010), [ ]. 10 Katrin Lietsala&Esa Sirkkunen, Social Media. Introduction to the tools and processes of particiatory economy, University of Tampere (2008), 3.pdf?sequence=1 [ ]. 11 Zake Camusion, Social Media Networks as a Marketing Tool (2009), [ ]. 11

12 Definition of Social Meda Taking in consideration all of the scientific perspectives mentioned above, for the purposes of this paper we will try to elaborate our own definition of Social Media. The Social Media is an online network phenomenon. Web 2.0. platform, which shapes a new communication model, allowing people to communicate online (both: real-time and non- real time), build relationships more efficiently, create and share their content within Web 2.0. Social Media are also an effective marketing instrument, which is used by businesses in terms of establishing indirect commercial dialogue with their clients within social networks. Table 1. Categories of Social Media Category Focus Examples BLOGS & PODCASTS Informing of current Traditional blogs, vlogs, novelties podcasts, videocasts SOCIAL NETWORKS Content sharing Facebook, Myspace, LinkedIn COMMUNITIES Content sharing, discussion You Tube, Picasa, Wikipedia of mutual interest VIRTUAL WORLDS Substitute for the real world Second Life, World of Warcraft Source: Xiaoyan Hu, Social Media Business Model Analysis Case Tencent, Facebook and Myspace, Aalto University School of Economics (2011). 12

13 2.4. Social Media Issues and Challenges Popularity of the Social Media, the level of daily traffic and growing amount of users arouses issues especially in terms of identity, privacy and legality crimes 12. Identity Issues One of the main problems connected with the Social Media is an identity theft. Due to the relative freedom in creating accounts within Social Networks Internet users can steal someone s identity, Carring out objectionable acts in that name without others knowing about the true identity of the perpetrator 13. However, as Petteri Kangas points out The more time people spends in the virtual world and the more different the virtual identities are from real life, the greater the risk of damage to one s own mind 14. Privacy Issues Problem arouses also privacy issues. One of the most important commercial product of Social Networks is a personal information of its users. Since people would like to find friends, dates, or build any relationship with others on those sites, they willingly reveal their personal information to others who are assumed as potential friends 15. This kind of data Social Media websites analyze and process in terms of personal targeting, which is used by commercial institutions in their marketing campaigns. However, this information can be used in improper way by third parties, infringing personal rights of social networkers. Giving an example, Social Media considered as a perfect environment for government investigation and market research. As pointed out by Susan B. Barnes Internet software can be used as parasocietal mechanisms for the observation of online interactions. Online social networks allow for high levels of surveillance. Users may think that their Facebook or MySpace journal entries are private but they are actually public diaries Op.cit. Zake Camusion, p Ibidem. 14 Kangas, P., Toivonen, S. & Bäck, A., Ads by Google and Other Social Media Business Models, VTT Tiedotteita- Research Notes 2384 (2007). 15 Ibidem. 16 Susan B. Barnes, A Privacy Paradox: Social Networking in United States, Peer Reviewed Journal on The Internet (2006), [ ]. 13

14 Legality Issues There are also several problems with copyright and trademark issues connected with the usage of the Social Media within Web 2.0. platform. First, Social Media are commonly based on the User Generated Content and there are some legal limitations connected with sharing this kind of content in the Web. Second, culpability issue. For example, Internet users may plan to perform a crime on the Facebook. Considering huge loopholes in terms of the Internet law, it is hard to decide which party is liable for this act - service provider or user. Mobile Social Networking Trend One of the most important current challenges for Social Media websites and e-marketing is a growing popularity of smartphones, As pointed out by J.P. Morgan Facebook will have approximately 1.14 billion monthly active mobile users by 2014, of which 486 million will only access the network from their mobile device 17. Thus it shows us, that Social Media companies need a new strategy framework for expanding their business within mobile network. This involves adapting of the webiste s interface to standards of mobile devices. One of the most popular current trend is to create mobile apps, which allows users to have a real-time access to Social Networks from their smartphones (e.g. Twitter app, Facebook app etc.). However, there are also mobile-based social communities such as Instagram or Foursquare. The biggest advantage of them is a mobile functionality. According to statistics, in 2012 more than 46% of users accessed social media from mobile devices 18. This trend continues to grow Social Media Economy Considering the main issue of this paper, it is important to discuss business respective of Social Media. Even though Social Networking boom is a relative new trend of last years, in academic literature we can find a lot of scientific sources, which investigate commercial potential of the Web 2.0. The term, which defines Commodities that are produced, distributed, shared and consumed in social media is the Participatory Economy 19. Other scientists describe it as a Sharing 17 BizReport, Social Media Access via Mobile on the rise, [ ]. 18 Ibidem. 19 E. Melakoski, Himottaa, Mutta Pelottaa, Suomalaisen Sisältötuotantoala näkemyksiä (2007). 14

15 Economy, Peer-To-Peer Economy, Wikinomics or Networked Economy 20. In other words it refers to business models and strategies used by marketers to earn money on the Social Media. As highlighted in Hintikka s report, Participation economy is related to the new concepts that evolve in the fields of innovation, production, development, distribution, exchange, competition and consumption of material and immaterial commodities avaliable within Social Media 21. Figure 2. presents basic commercial models for online business (incl. SM). Figure 2. Business models for online services Advertising Business Models Informediary Merchandising AfBiliate Programs Community Subscription Utility Source: Michael Rappa, Business Models on the Web, [ ] 22. Graph.: Own Development. 20 Op.cit. Lehtimäki, p Op.cit. Brian Solis, p Advertising Traditional Advertisement within online Media. Informediary Data Mining Strategy, which is based on the personal targeting. Merchandising E-commerce programs within Social Media. Affiliate Programs Cost Per Action type. Community Refers to the potential of crowdsourcing. The power of the online open-source community relies on the voluntary work performed by internet enthusiasts (f.e. on going process of updating Linux Operational Program). Subscription Each usage of the online-based content is charged. Utility Fees are based on actual usage of service, so-called Pay-As-You-Go. 15

16 The list of definitions Web 1.0. an early period of conceptual evolution of World Wide Web. Internet Users act as consumers of the Internet-based data, not contributing to the content of website. Web 2.0. technological improvements within global Web after 2001, allowing Internet Users co-creat content of websites. The term was defined by Tim O Reilly. Social Media (SM) - an online network phenomenon. Web 2.0. platform, which shapes a new communication model, allowing people to communicate online (both: real-time and non- real time), build relationships more efficiently, create and share their content within Web 2.0. Social Media is also an effective marketing instrument, which is used by businesses in terms of establishing indirect commercial dialogue with their clients within social networks. Participatory Economy economic paradigms, models and strategies used by marketers to earn money on the Social Media. 16

17 3. Monetization of Text Blogs 3.1. Introduction By the end of 2011 there were more than 181 million blogs online 23. The amount of them is rapidly increasing. Growing potential of the blogosphere as a new platform of the mass communication has also an important impact on the online business 24. Whereas in the past blogs were considered as an only free time activity mainly for hobbyists - nowadays more and more marketers notice potential of the blogosphere as a new channel of commercial communication with clients. What is a weblog? How succesfully gain traffic and monetize it? In this chapter we will try to answer these questions. Focusing on development of the blogosphere, we will discover the blogger s profile, topics they discuss and strategies they use to earn money. This chapter presents entire path of the monetization strategy for entrepreneur and non-entrepreneur actors, providing comprehensive examples of methods and analysis of the incomes Defining a Weblog A weblog (world wide web + log, diary) can be defined as a periodically updated site, presented in reverse chronological order with hyperlinks to other internet sources 25. By the usage of medium blogs are distinguished into a Textblog, Photoblog, Videoblog, Audioblog, Microblog (e.g. Twitter, Tumblr) or Link Collection (without original content). By the content blogs can be classified into a personal journal, news blog, watchblog (e.g. opinion blog), warblog (e.g. citizen journalist), eventblog and hobbyblog Defining a Blogosphere Since 1999 the number of blogs has grown at an astronomical rate. Whereas in 1999 global blogosphere had only 15 blogs, within one year this number increased to the one thousand 27. Three years later in 2003 from 2,4 mln to 2,9 mln blogs 28. By the end of 2011 more than 23 Number of Blogs Up From 35 Million in 2006 to 181 Million By The End of 2011, [ ]. 24 State of the Blogosphere 2011, Technorati, introduction/ [ ]. 25 Daniel W. Drezner, Henry Farrell, The Power and Politics of Blogs, American Political Science Association, University of Chicago, George Washington University, July 2004, p Anja Ebersbasch, Markus Glaser, Richard Heigl (red.), Social Web, Teil 2. Völlig überarbeitete Auflag, Konstanz 2008, p Rebecca Mead, Digital Culture: You ve got a blog, The New Yorker, November 2000, p Phil Wolff, Blogcount, [ ]. 17

18 181 million blogs online 29. And this amount continues increasingly growing. The main reason why blogosphere proliferates so fast is the low barrier to entry. Whereas in the 90. the most common issue was finding appropriate and user-friendly software, nowadays any individuals with the access to the Internet can create its own blog (e.g. on the Wordpress or Blogger.com) less than in ten minutes. The average age of hobbyist bloggers not suprisingly is usually lower than general age ranks of the internet user (20+) 30. Trying to define the term blogosphere, Daniel W. Drazner notes Blogosphere is a network phenomena that rely on hyperlinks and include lengthy commentaries. All blogs by definition link to other sources of information, including - most pertiently - other blogs. The universe of blogs is conventionally referred as a blogosphere 31. Significant here is an important role of links in the blogosphere. Due to the nature of the hypertext - the most reliable way to get a traffic (i.e. popularity, readership) is to cooperate with other bloggers, adding links to their pages and creating ipso facto the coherent and interconnected network of blogs Who are the bloggers? Methodology and Classification For the purpose of our paper, following sociological methodology proposed by Technorati s survey 2011, we will provide distinction of blogs into following categories: 33 Hobbyist More than 60% respondents of the survey 34. Hobbyist bloggers consider blogging as a free time activity and do not report any income. On their blogs they usually express their personal musings, spending less than 3 hours blogging daily. The main goal of writing a blog for this specific group is a personal satisfaction, hobby. 29 Op.cit. Dazeinfo.com, p Op.cit. State of the Blogosphere, p Op.cit. Daniel W. Drezner, p Rebecca Blood, The Weblog Handbook, Cambridge 2002, p Ibidem. State of the Blogosphere. 34 Ibidem. 18

19 Professional Part- and Full- Timers Represented by 18% of total group 35. Independent professionals, mostly freelancers. They use blogging as a part time job (supplementation of incomes), rarely as a full-time job. Most of them do not consider blogging as the primary source of income. The most common topics discussed on their blogs are personal musings and technology. Corporate These bloggers represent 8% of respondents 36. Blogging for them is one of the duties of their full-time job (f.e. social media manager, PR manager, journalist) or they are hired as a full time bloggers. They primarily write about technology or business. Sometimes the blog is also used as a platform of corporate communication within a big international companies. This kind of blogs help to strength identification of employees with their company. It s values and philosophy. Entrepreneurs Entrepreneur bloggers make up 13% of the blogosphere. They usually blogging for company organization they own. 84% of them discussed topics related to the industry they work in. 46% of which writing about business and 40% about thechnology. The main goal of their blogging is sharing an expertise (76%), gaining professional recognition (70%) and attracting new clients for their business Trends in Blogosphere Blogosphere as a new channel of mass communication As reported by Technorati, more and more people use blogosphere as a major channel of mass communication. The japanese earthquake and tsunami (2011) generated the greatest amount of pageviews in the blogosphere since past years. Over 38% of respondents get news about the catastrophe in Japan from the blogs 38. Some sources describe blogging as a new journalism. First, bloggers are more spontaneous than traditional media and have more freedom to express their personal opinion. Moreover response time of the blogosphere is much faster than it occurs in traditional media. Through the viral effect the information 35 Op.cit. State of the Blogosphere, p Ibidem. 37 Ibidem. 38 Ibidem. 19

20 spreading very fast within different Social Media channels, reaching millions of users worldwide within minutes Blogosphere as a commercial platform With the development of the Internet big changes in media industry are being observed. Since 2009 budget of commercial campaigns in the Internet has increased, exceeding advertisement costs for traditional media 40. This trend continues to grow. There are several aspects which explain this tendency. As reported by the blog for online marketing Flint Studio, online campaigns are much more affordable (low costs=big effect) 41. Furthermore, the interest of advertisement industry causes also demographic targeting, brand engagement and relatively easy brand building opportunities avaliable online. With a support of advertisers in the near future blogosphere could be the most effective commercial platform 42. As noticed one of the marketer during Technorati s survey: We see blogger outreach as the opportunity to leverage influencers and connect with a new audience. We recognize that there are conversations happening in the blogosphere that are applicable to the brands we represent and we believe it's valuable for our brands to join the discussion 43. Trying to understand business potential of the blogosphere, marketers pointed out several aspects. First, blogs encouraging and enabling sharing of promoted content across social media platforms. Most of the bloggers have a patent of trust among peers. Being promoted on the blog it s also opening up for a new target group. In this case the main goal of colaboration is creation an online-based discussion around the promoted brand. We have worked with several brands where it made sense given the target, such as certain types of women (either health-conscious women for a January promotion, or moms dealing with changes for the back-to-school routine) to reach out to them in places where they were already seeking this type of information. We found they were visiting blogs to get advice and 39 The Speed of Social Media, [ ]. 40 IAB Reports Full-Year Internet Ad Revenues for 2010 Increase 15% to $26 Billion, a New Record, [ ]. 41 Flintstudio, In the boxing ring: Traditional media VS Online Media, [ ]. 42 Business Week Online, What Tumblr Can Tell Us About the Future of Media, [ ]. 43 Op.cit. State of the Blogosphere, p