Why Start a Corporate Blog?
"Corporate America Adopts Blogging" writes Nicole Ziegler Dizon in a recent article. But why?
BackBone Media, a online marketing company, recently launched a corporate blogging survey to understand the major priorities in starting a corporate blog. The early results can be reviewed at: http://blogsurvey.backbonemedia.com/
Based on 64 respondents (so far) to the survey, the top four reasons why people started a corporate blog are the following:
1. Another way to publish content and ideas
2. Build a community
3. Thought leadership
4. A way to get information quickly to customers
While the survey concept is interesting, I find those results somewhat dissapointing. What a surprise, people use a publishing tool to publish content and ideas...
I would hope for more specifics. For example, I believe that blogs are not just another way to publish content and ideas but a different one. The blog tone, the authors and the publishing process are very different for a blog than for a regular web site (or at least I believe they should be). The benefits bloggers can expect are also very different.
I would love to see a survey that focused on what really makes blogs unique and different from regular web sites, or newsgroups.
If you know of any, please comment below.
BackBone Media, a online marketing company, recently launched a corporate blogging survey to understand the major priorities in starting a corporate blog. The early results can be reviewed at: http://blogsurvey.backbonemedia.com/
Based on 64 respondents (so far) to the survey, the top four reasons why people started a corporate blog are the following:
1. Another way to publish content and ideas
2. Build a community
3. Thought leadership
4. A way to get information quickly to customers
While the survey concept is interesting, I find those results somewhat dissapointing. What a surprise, people use a publishing tool to publish content and ideas...
I would hope for more specifics. For example, I believe that blogs are not just another way to publish content and ideas but a different one. The blog tone, the authors and the publishing process are very different for a blog than for a regular web site (or at least I believe they should be). The benefits bloggers can expect are also very different.
I would love to see a survey that focused on what really makes blogs unique and different from regular web sites, or newsgroups.
If you know of any, please comment below.
posted by Francois Lavaste at 3:10 AM
2 Comments:
Although not a survey, this is an interesting skeptical column on corporate blogging, by Robert Manning, Director, Interactive Communications for UPS:
http://www.imediaconnection.com/content/6095.asp
Also see the comments on Steve Rubel's blog below. It could be expected that there would be a "blog-bashing" some day, opposing the hype and dividing marketers into "believers" and "non-believers". To confront the doubters, it is crucial that the "believers" deliver some hard metrics on the effectiveness of blogs.
http://www.micropersuasion.com/2005/06/ups_marketing_e.html
Francois,
We survey results have been published. In addition to the actual survey results, we conducted six case studies on companies, including Microsoft, IBM, Macromedia, Maytag, iUpload and Annie's Homegrown. One of the key findings of the report might interest you. Blogs bring product development opportunties to companies if they are prepared to be more open and transparent.
We have a survey website and pdf at http://www.backbonemedia.com/blogsurvey/index.html
Regards
John
PS. I'd love to get your ideas on a set of better questions for next year's survey.
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