This HP report coincides with the findings from a vendor I worked with, Meteor Solutions, which tracks the spread of information online; those that are typically considered the online “mavens” or “talkers” don’t actually move the needle when it comes to sharing information, driving clicks or selling products. This is one of many reasons why clients tracking blogs and websites as if they’re clip sheets online is a flawed way to determining success of a campaign, and why bloggers insisting on payment for their reach have a huge uphill fight for ad (and PR) dollars.

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