A surprising but not completely unexpected finding cropped up in a recent survey of social media influencers conducted by TapInfluence. These influencers — who are typically active on a range of private social networks — actually prefer their own blogs to the pages provided by the social networks.
TapInfluence’s survey findings actually aren’t so surprising when you consider that social network pages, while attractive and convenient, aren’t really under the control of the influencer. Having a presence there is a lot like renting an apartment from a landlord who can raise the rent at any time, limit what one does or doesn’t do in the space, and inspect the premises at any time.
A blog or a site, however, is “owned” by the influencer insofar as he or she can do what they please. Yes, it takes more of an investment to get one going, and it’s not completely “rent free,” (the hosting provider must be paid and the “house” itself must be constructed and maintained). There, the influencer enjoys a level of freedom far superior to that experienced on any private social network site, where all conduct is subject to the network’s TOS (which itself can be unilaterally revised at any time).
Blogs and sites — it turns out — have a surprising number of material advantages over the pages provided by social network sites, and influencers — among the most pragmatic and knowledgeable class of social media user — are quite aware of them. My colleagues at Didit have explored some additional advantages of private blogs/sites over social network pages this week over on the Didit.com marketing blog: