eMarketer reports on a study by Harris Interactive, and sponsored by Makovsky + Company called the “2006 State of Corporate Blogging”.
“The study found that only a small minority of top executives are convinced that corporate blogging is growing in credibility either as a communications medium, brand-building technique or a sales or lead generation tool.”
Only 20% of the executives surveyed report monitoring blogs for mentions of their own company and only 30% reported understanding what an “internet blog” is. This spells a significant opportunity to educate corporate America on the pros and cons as well as the threats and opportunities of blogging for business.
The list of benefits for business blogging is pretty long, but the results of this study show that business blog consultants need to do a much better job of not only evangelizing blogging for corporate America, but providing case studies and practical examples that demonstrate these benefits. Nothing gets a CEO more interested than bottom line numbers.
Details at eMarketer.
Exactly, we need strong factual case studies. From a PR point of view I had a discussion with 2 leading PR bloggers – Neville hobson and Constantin Basturea – on this and there is a wiki page were people are encouraged to list their cases. You can find it here: http://301url.com/blog-case-studies
But then again, the blogging consultants among us should at least define a framework to measure the success of blogs and other new media.
I’ll be thinking and writing about this soon…
Interesting to compare the findings of this survey to the Euroblog survey here in Europe. Even less PR people surveyed new what all these new media are about… Lots of work ahead.
Comment by Philippe Borremans — May 23, 2006 @ 2:47 pm
Thanks for pointing out that link Philippe. Lots of work ahead and better yet, lots of opportunity for consultants that can demonstrate measurable results.
Comment by Lee Odden — May 23, 2006 @ 4:54 pm
[…] UPDATE 24/05/06 This report raises its head again on Business Blog Consulting […]
Pingback by Strive Notes » Corporates slow to react to blog credibility gains — May 24, 2006 @ 4:06 am
Thank you Phillipe for that link. I have been looking for exactly this type of information!
Comment by Patrick Dodd — May 25, 2006 @ 4:35 am
This whole fiasco is happening because they have not read Jeremy Wright’s book on Blogging yet – Blog Marketing. Its a great piece that I had just picked up. Now I’m wondering if I should do a better job in being a Business Blog consultant in Malaysia
Comment by colbert — June 6, 2006 @ 6:58 am