Oh, how I wish this was a cool YouTube video that could go viral. But it’s not. Instead, it’s some pretty interesting research by PostRank on how reader engagement in blogging has evolved over the last three years.
Not so surprisingly, trackbacks as a means of joining the conversation have dropped off in favor of taking the discussion to Twitter or other social sites. Over the last there years, trackbacks have dropped from 19% of total engagement to 3%, while social networks have soared from <1% to 29%.
This is indicative of the larger trend—the move to engagement off the site itself:
On-site engagement is down 50%, but total engagement engagement is still high—the conversation has just moved onto Facebook, Twitter and other social networks because of the “Share this” phenomenon.