Corporations to Join the Blogosphere, or Not

  |  July 11, 2006   |  Comments

A new report finds close to 70 percent of corporations will blog by the end of the year; others say some companies are intent just to listen to the conversation.

A report published by JupiterResearch says 34 percent of large companies currently maintain Weblogs, and the number will likely double by year end.

The "Corporate Weblogs: Deployment, Promotion and Measurement" report says about 35 percent of large companies plan to implement Weblogs this year, bringing the number of businesses with blogs to close to 70 percent.

"The advent of corporate Web logs is going to be similar to the adoption curve [of company Web sites], people are beginning a Weblog like a corporate Web site," said JupiterResearch analyst Greg Dowling.

Some in the industry such as Paul Rand, partner and global chief development and innovation officer at public relations firm Ketchum, are skeptical that blogging will take off so quickly. "More often what's commonly used is the blog monitoring; the willingness to engage in the blog is still fairly limited," he told ClickZ News.

Ketchum launched its personalized media service last year. At that time, Rand estimated that the agency's clients would use at least one of the division's services, which include blogs, podcasts, RSS, SEO and mobile marketing, within a year. That prediction has come to pass.

Monitoring of blogs is seen by many Ketchum clients as a necessary activity. "In terms of being involved in monitoring the blogs or actively engaged, at least half [of Ketchum's clients use the personalized media service]," said Rand. The number of clients that have implemented corporate blogs; "not even close," he said.

Transparency and community are most often the motives behind business blogs. Seventh Generation, an environmental household products producer, recently initiated its blog, The Inspired Protagonist. Seventh Generation President Jeffrey Hollender sees the blog as a means to communicate with both employees and consumers. Before creating a blog for Seventh Generation, Hollender and the decision makers at the company gave careful consideration of its objectives.

"We spent a fair amount of time to be clear on why we were doing this, and in keeping with who we are, which is about authenticity and transparency," said Hollender. "If it doesn't feel real, then people aren't going to want to go there and read what's posted."

While a blog works for Seventh Generation, Rand fears that businesses could look to blogging as a cure-all, without realizing what they're getting into. "There's an increasing recognition in the power and sustainability of blogs. There is also an obligation with having a blog and doing it correctly," he said.

Companies' budgets for the implementation and management of Weblogs varies from no budget to over $5 million, according to the JupiterResearch study. Of the 251 executives that took part in the survey, 23 percent report budgets between $10,000 and $50,000. Almost 6 percent of respondents say their companies have allotted $5 million or more to create and run one or more corporate Weblogs. Five percent of respondents say they haven't allocated any at all spending to a corporate Weblog.

Even if 70 percent of companies aren't blogging by the end of the year, Ketchum's Rand feels it is important for them to consider the implications, and at least listen to conversations on the blogosphere. "Companies are no longer thinking this is something they can choose to deal with or not deal with," he said.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.


    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...