Thursday, December 15, 2005

Survey of Marketing Professionals Reveals Top Concerns About Corporate Blogging

Ghostwriting and commercialization are cited as the most common mistakes that corporations make when blogging, according to a new survey on corporate blogs conducted by Peppercom.

The survey offers insights from PR and marketing professionals on the most common mistakes that companies make when using this new medium.

The key findings show that:
  • 72% of PR and marketing professionals cite the creation of artificial, overly promotional corporate blogs as the principal mistake that companies make when attempting to blog.
  • In addition, 50% cite "obvious ghostwriting" as another significant blunder that they have witnessed with corporate blogs.
  • 50% also cite companies that just "blog for blog's sake" as a problem that they have seen.
Although PR and marketing professionals acknowledge the mistakes that are being made with corporate blogs, the majority remain positive about the potential for blogging as an effective communications channel.
  • Most respondents (62%) agree that the blogosphere is an appropriate venue for corporations to communicate with stakeholders.
  • 80% of respondents feel that a corporate blog can help improve the dialogue between a company and its stakeholders, customers, and employees.
  • 79% feel that a corporate blog helps position the company / chief blogger as a thought leader.

Read the full report here.


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