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Corporate Blogging Survey

The_culture_chasm_2Some while ago I had a posting about the preliminary results of the corporate blogging survey. As corporate blogger of Tulip Computers I also took part in this survey. Today the complete results were published by Backbone Media.

Some conclusions (with the graphs):

–  51% took less than 1-2 months
  to start the process of thinking of launching a blog and
  actually launching the blog
92% of the respondents, were sole bloggers on their blog
– the chief priorities of bloggers are publishing ideas
  and building a community
49% of the respondents had been running their blogs for over 7 months
– ‘Costs in terms of man hours’ was seen as the biggest potential roadblock
to starting a blog
– ‘Thought leadership and or idea sharing’ was the most important factor where bloggers saw results quickly
– Another way to publish content and ideas’, ‘Thought leadership’ and
  ‘RSS syndication’, ‘A way to get information quickly to customers’ are
  the top four factors in terms of having an impact on companies running
59% of respondents has been contacted by a journalist
53% of the bloggers stated that a contact from a journalist had resulted in a published piece from a journalist
82% had not received any negative PR
54% of bloggers target keyword phrases in their blog article posts.
45% of the bloggers were President’s or principals, 33% were department heads, and 22% were staff members
– bloggers aged between the ages of 30-39
52% have a college education, 48% have taken higher education
77% were male and 23% were female
– Six Apart’s products Typepad and Movable Type were most used

Furthermore a lot of quotes of bloggers are in the report about the differences between a weblog and a website, the advantages of a corporate weblog, relationship with customers, negative consequences, the fit in marketingplans, enhancing marketing communications and the results versus expectations.

Some cases studies are presented from Microsoft, IBM, Macromedia, iUpload, Maytag and Annie’s Homegrown.

Tags: , corporate blogging survey

They have a blog on the results, you can download the PDF of the report with lots of graphics and info or read it at the html page.

The content of the report (with links to the html page):
Executive Summary
Survey & Case Studies Overview
Crossing the Corporate Blogging Cultural Divide
Analysis & Commentary of the Survey Results
Blog Case Studies
Lesson Learned – How to Build a Successful Blog
Author Bios
About Backbone Media Inc.

About The Author

Hans Mestrum

Hans is al 12 jaar bezig op het gebied van Social & Media. Momenteel is hij vlogger bij de Hogeschool van Arnhem en Nijmegen (HAN). Daarvoor houdt hij o.a. deze weblog bij met videoblogs van projecten, evenementen etc. Daarnaast schrijft hij op persoonlijke titel over trends, zijn (professionele) leven en overwegingen. Bekijk ook zijn profiel website

1 Comment

  1. Backbone Blogging Survey

    The GM Blog: Lessons For Customer Blogging Relations

    Though the case studies with Macromedia and Microsoft in the Corporate Blogging Survey, I’ve seen the effects and benefits of engaging customers with blogs. I thought I’d look at GM’s FastLane Blog, run by Bob Lutz and his colleagues to…


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Hans Mestrum

Leuk dat je hier op mijn weblog bent. De video's en foto's die je hier vindt, zijn door mij gemaakt voor o.a. de Hogeschool van Arnhem en Nijmegen (HAN), waar ik videoblogger en social mediaspecialist ben.

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