This year, the World Economic Forum in Switzerland shipped in a number of uber-bloggers to help promote its cause and create discussion on the blogosphere. The strategy failed though. They brought in bloggers like Jeff Jarvis, Ariana Huffington and John Battelle to write about what they found and, by the look of the Technorati stats, no-one really cared. No buzz, no memes, pin drop.

This year, the World Economic Forum in Switzerland shipped in a number of uber-bloggers to help promote its cause and create discussion on the blogosphere. The strategy failed though. They brought in bloggers like Jeff Jarvis, Ariana Huffington and John Battelle to write about what they found and, by the look of the Technorati stats, no-one really cared. No buzz, no memes, pin drop.

What went wrong? In our opinion, they brought the wrong bloggers. They brought in bloggers that, despite having large readerships, rarely set the world on fire. Have you ever sat in a cafe and said to your coffee chum, “Oh my god! Did you read what [insert blogger from above] wrote yesterday?” We doubt it. These bloggers are great but we’d image that they mainly have nodding-dog audiences, not other bloggers who spread ideas like a virus.

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