It's the most comprehensive source of information on the 'blogosphere' and, since 2004 the company has published an annual report which analyses the trends and themes of blogging, and this year's study makes for interesting reading.

Technorati tracks blogs in 81 languages and bloggers from 66 countries across six continents took part in the study which declares blogging to be 'a truly global' phenomenon.

On average most bloggers have been at it for three years and are collectively creating close to one million posts every day.

Blogs have representation in top 10 website lists across all key categories, and have become integral to the media ecosystem.

Part of this growth in audience is because the fundamental nature of blogs is changing.

Back in the day, a blog was a website, usually maintained by one or two people as an online diary with entries displayed in reverse-chronological order.

But, according to Technorati, as the blogosphere has grown in size and influence, the lines between what is a blog and what is a mainstream media site has become less clear.

Larger blogs are taking on more characteristics of mainstream sites and mainstream sites are incorporating styles and formats from the blogosphere. In fact, 95 per cent of the top 100 US newspapers now have journalists blogging.

One of the most interesting findings of the study was about brands.

The study shows that whether or not a brand has intended to engage in social media, more likely than not, it's already present in the blogosphere.

Four in five bloggers post brand or product reviews, with 37 per cent posting them frequently.

Ninety per cent of bloggers say they post about the brands, music, movies and books that they love (or hate). Interestingly, men and women are equally likely to blog about products or services.

In addition the study found that bloggers are gaining credibility.

Thirty-seven per cent of bloggers have been quoted in traditional media based on a blog post.

Blogs are becoming increasingly attractive to advertisers who recognise that blogs have high quality content that attracts growing, loyal audiences. On average, professional and corporate blogs are more likely to include search ads, display ads, and affiliate marketing.

One in four bloggers uses three or more means of advertising.

Among bloggers who have advertising on their blogs, two in three have contextual ads (such as Google AdSense). One-third of bloggers have affiliate advertising on their blog. One in five negotiate directly with advertisers and one in ten sells advertising through a blog ad network.

--------------

If you want to find out more about blogging and social media come out to a Manx ThirdThursday social media club get together.

The next one is 6.30pm, October 23, at Paparazzi on the Douglas Promenade.

It's a low-key affair where everyone buys their own meal and just enjoys a discussion.

The purpose of the club is to share knowledge and experience. Everyone has a different perspective on social media and ThirdThursday is a great way to exchange ideas and information and get to put faces to names.

The idea is to expand the use and understanding of social media in the Isle of Man. That's why anyone who is curious about online communication and networks is welcome, whether you're interested because your kids are on MySpace or your employees are congregating on Facebook, or you want to find out how to blog your travels.

The club advocates ethical behaviour online. Issues such as privacy, plagiarism, fraud, reputation, freedom of speech, libel and others are all up for discussion.

In addition the club aims to promote adoption of industry standards. By raising awareness of creative commons data protection, best practice the credibility of social media will be improved and the blogosphere will be a safer place. Ping me on www.twitter.com/sherrilynne for more information.

>>Sherrilynne Starkie is the managing partner of Strive Public Relations, a strategic communications consultancy serving the Isle of Man. Visit her business blog, Strive Notes for frequent updates www.strivepr.com/notes or follow her on twitter.com/sherrilynne.