Influence of bloggers

Antoine points to this article in Guardian Unlimited reporting on research that shows that bloggers have a disproportionate influence on public opinion and on business:

Its study suggests that although "active" web users make up only a small proportion of Europe's online population, they are increasingly dominating public conversations and creating business trends.

It suggests that grassroots campaigns can become so visible that decisions are being shaped by a small number of activists.

Mr Reynolds admits the idea of small groups being able to pressurise wider decisions is nothing new, but those who ignore online buzz do so at their peril: "You can bury your head in the sand, but very quickly you'll look like a very old-fashioned company."

Tags: blogs