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Blogging groundswell: A blogger in Sweden decided to write one blog post a day for 100 days. And then, 440+ bloggers decides to join him.

by Jerry “Doctor Spin” Silver // Twitter, Facebook, LinkedIn
Senior Digital Strategist // Spin Factory

Blogging groundswell: A blogger in Sweden decided to write one blog post a day for 100 days.

And then, just like that, 440+ bloggers decides to join him, many highly influential.

(Edit: This number later rose to 500+ bloggers.)

Meet Fredrik “Bison” Wass in this interview.

Jerry: Hi Fredrik! In Sweden, the project #Blogg100 has gained an impressive following. Can you expand on what the project is all about?
Fredrik: It’s about finding your inner blogger voice again. By having to publish at least one post every day, 100 subsequent days in a row, hopefully you’ll end up with a number of great blog posts in the end.

Fredrik Wass, the Swedish blogger that started the groundswell.

My experience is that frequency in blogging brings out an easyness and sharpness that can be hard to reach when you’re only posting stuff once a week or so.

I didn’t plan it to be a big thing with a lot of people envolved, making it public was just a way for myself to build up som pressure and force myself to finish the challenge.

Jerry: How many Swedish bloggers are active in the challenge as of right now?
Fredrik: About 440 bloggers are now registered for the #Blogg100 challenge, but there could be more blogs participating without registering.

Jerry: And how did it all start?
Fredrik: It started about the same time last year. Back then I only got about 20 bloggers to join me in the project. I did finish it with one exception.

I failed to publish a blog post on day 92, but I still think that it went well. It’s not a competition, it’s about finding your true blog spirit again, regardless if it’s for 10 or 100 days.

Jerry: What were the key ingredients in getting some spin for this project?
Fredrik: I didn’t TRY to get spin for the project, so maybe that’s a key ingredient. I just blogged about the thing, asking people who wanted to join me, and then posted it on Twitter and Facebook.

I have a lot of bloggers among my friends and contacts, so as soon as some of them signed up and blogged about it, the thing started moving. Now I’m totally amazed by all the people signing up to participate.

The first day I didn’t even had a form to register, just comments and tweets with people saying they wanted to join. Once I got a form up on the blog it was easier to manage the participants, and after that there has been around 300 people registered.

Jerry: In your opinion, what role will the blog have in 2013? Some say the blog is dead, but the #Blog100 project seems to indicate that that’s not the case.
Fredrik: We’re using “shorter” social media, like Twitter and Facebook, a lot more for the same reasons we used to blog. To tell the world about our thoughts.

I really don’t think that the blog is dead, I think it’s actually becoming more integrated, and it’s becoming an independet space online to gather content and information about yourself and what your interested in.

People will perhaps switch between different social media, but they could still keep their own website or blog to sort of have a long tail commitment online, a place that will not disappear if all the users in your Twitter feed goes somewhere else.

Blogging is time invested in your own platform, not someone else’s meeting space. <<< Click to tweet.

Jerry: Thanks, Fredrik — and happy blogging!

Fredrik Wass is a veteran blogger and one of the most respected journalists when it comes to social media in Sweden. If you read Swedish, you should check out his blog post that started the blogging groundswell.

The tag is #Blogg100.

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Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

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An awesome idea, but I’m glad i didn’t sign up – couldn’t ever find time to do one post a day :-)

Jerry Silfwer

@osirisguitar Same here. I looove the idea, but one post a day is just too much for me, too. But credit to the brave ones who signed up for it.
Thanks for leaving a comment by the way, I really appreciate it!


It’s fine as a writing exercise, but the ‘blog’ has become ridiculous.
a) People have a limited amount of time and are gradually becoming more aware of how to better spend that time; and b) there is too much crap content out there, which turns people off.
We’ve hit the peak in terms of amateurs writing their every random thought. It’s fine for friends and families to read, and for people to get a chance to express themselves, but it’s separate from what businesses should be doing.

Jerry Silfwer

@CDinSF Big up for the courage to disagree on this topic, but as Clay Shirky said, “There is no information overload, only filter failure”.