The power of conversation, indeed. Conversation Agent ranked at number 5 on AdAge Power150 yesterday - a mere four spots from Seth Godin. While everyone else is talking about Facebook vanity URLs, I want to talk about the significance of lists - why they matter, why they don't.
The more things change, the more they stay the same
Lists are not new. Think about the New York Times Best Seller list, the Fortune 500 annual ranking of America's largest corporations, and Interbrand Best Global Brands for example. They are ways to create ranked directories that will make those companies and authors mention the list and the ranking, thus providing validation on both sides of the mention.
The media company gets the free mention, the company or author get the listing. It's the same way with new media. Because linking is part of the social currency of the Web, a link has significance in an of itself, especially, let's face it, from a higher ranking site. If that list is also ranked, it allows you to verify your status compared to that of your peers in a category - like for example marketing blogs on AdAge Power150.
Ranking blogs was Todd And's idea, and although it's laudable that AdAge would want to maintain and display the list, the publication and brand also gets something out of having the list on their site - links from all (or many of) the blogs on the list. I just wish they did more with it and I suggested as much. Maybe now that I'm ranking at #5 they will listen.
With lists is the same as with medals - being in the middle tends to be less exciting than being near the top or making it in. That's my take. Do you agree?
The other thing you need to think about is that with lists you're often several places down for a mere 3-5 points. If today the list is back to its normal ranking, you will see that there are probably only 9 points between Conversation Agent and the top blogs.
Media thrives on lists, we thrive on meaning
The point I wanted to get to was that while lists are great for all involved in media - now bloggers are part of that - meaning is more our speed as professionals, individuals, and brands/companies. Buying from the top of the list may not get you fired, but it may also not provide the most value to you specifically.
Why? Because while all companies, brands, and individuals are ranked in the same list, a relationship and experience with one of them differs tremendously from one with the other. The meaning we derive from that relationship and experience varies depending on our buying cycle, life phase, or at times momentary needs.
Compared to some of the other lists I cited, new media lists change frequently and the change depends in part from readers' votes - links, engagement, syndication are some of the metrics use for the ranking. Best Seller lists can be influenced frequently as well - although that metric is in just sales figures.
How do you make meaning translate into ranking? You work harder on the value of what you provide to your customers and readers and worry less about gaming the system. If you have any doubts in the fact that we're all looking for meaning, take a look at the comments to this post and you'll find plenty of evidence.
And about that vanity URL thing, would you want your Facebook profile to rank higher than your digital property? I agree - it's not about you.
Lists are like conferences. As soon as a new one springs up, you have to be there.
There may be nothing gained by your showing up but it's better that having people wonder why you're not there.
Posted by: Gal Barnea | June 14, 2009 at 08:01 AM
Congratulations -- As you mention though, maybe it's time to stop waiting for them to listen and create a service made out of the blogs on the top of that list rather than of them?
Maybe that points to the reason why aggregation of blogs does work: because each blog is its own competitive entity, and no one else has the resources, time, or inclination to actually take the Adage top 150 to another level -- whether it's on their site or not.
Posted by: Michael Leis | June 14, 2009 at 03:52 PM
I'm glad to see that Valeria. The value of your posts is what keeps me reading your blog : )
Posted by: Diego | June 14, 2009 at 03:53 PM
Dear Valeria - your inspirational insights are recognized! after first subscribing last April, i've watched your community double in size. what is the next level? congratulations on a job well done and thank you for sharing your thoughts based on detailed research. Your unique humor and candor are a great way to start the day!
Alli Will
Posted by: Alli Will | June 14, 2009 at 04:45 PM
It is so well deserved, you know how much I value your contribution across all social media. For me your work is so valuable because it speaks from the heart and has such a personal touch...I am so grateful I got to meet you in New York...
Posted by: Anna Farmery | June 15, 2009 at 08:19 AM
I have to agree with what has been said - your insight, wit, charm and delivery - tremendous - thank you for the effort - it shows and is appreciated. Thanks
Posted by: Rick Simmons | June 15, 2009 at 08:22 AM
It's gratifying when someone who is talented, insightful and genuine is rewarded for their efforts. Congratulations and as others have already commented, well-deserved recognition.
Your comments about value and gaming the system reminded me of an ongoing conversation about authority and authenticity on the web which your readers might find interesting -
http://marklolson.wordpress.com/2009/06/10/authenticity-vs-authority/
Posted by: Harriet Meth | June 15, 2009 at 10:21 AM
Congratulations!!!!
Posted by: Susan | June 15, 2009 at 10:29 AM
Congratulations! That is quite an accomplishment. Keep up the great work!
Posted by: SEO Consultants | June 15, 2009 at 09:45 PM
Thank you all so much for the well wishes. That's very kind of you.
@Daniel - I've heard that before at trade shows.
@Michael - or maybe everyone has plenty on their plate... wait, you did say that!
@Diego - nice of you to say. I know there's a glitch in the system because many of the other blogs that were ahead do actually have more traffic and links than I, but it was nice to make a point and to get more visits from the list because I was closer to the top.
@Alli - thank you for taking the time to read for so long. I can write much, as you can see. Good hearing from you. Hope all is well.
@Anna - my first podcast was with you - who could ever forget that? Thank you.
@Rick - now you're talking! Kidding :) Nice of you to say.
@Harriet - my thoughts to the post you shared is that authority is at every level, not just at the top. Once again I was also a bit dismayed at seeing only guys on the list. Isn't it time to start mixing things up?
@Susan - thank you. As I wrote in the post, I think it's temporary due to stats falling off for others, but it was nice to make the point.
@SEO Consultants - it would be nice to get to know each other. Do you have a name?
Posted by: Valeria Maltoni | June 15, 2009 at 11:56 PM