Blogging and Boardrooms Don't Mix


According to a survey released last week you're unlikely to find many Fortune 1000 CEO's logging into bloglines or firing up an RSS reader. In fact the "2006 Survey of Corporate Blogging" which has some stats published on

Fortune 1000 business executives are reacting slowly to the idea of corporate blogs as a communications medium

Some highlights:

  • Only 62% felt blogs are "somewhat" or were "not at all convinced" blogging was an important communications medium.
  • Only 3% felt blogging was growing in credibility towards building a brand.
  • Less than 1% felt it was growing as sales and lead generating tool.
  • An overwhelming 77% felt they should have a blogging policy for company sanctioned blogs, however only 30% felt they had a good understanding of what a blog was, and only 21% read blogs weekly.
  • Lastly only 3% have changed their product, service, or policies as a result of blogs.

Is this a case of slow moving dinosaurs being the last to react, or are they taking a more prudent stance and waiting to see if it's more than a flash in the pan?

Do any members have any active or prospective corporate blogging clients? What are they looking at, what do they expect, what are they looking for in return, and what are they are afraid of?


well you can see the difficulty can't you?

so really there are three broad types of corporate blogs, there's the 'helpful' one (company endorsed, full of articles, hints and tips & news makes use of common phrases which may not be appropriate on the main website), the 'I'm an employee and tis is my personal blog' one (Matt Cutts) and the Splog.

Now which of those is Exxon Mobil seriously going to make work for them. Anyone want to read a blog full of their press releases? Helpful tips about, er, what kind of lubricant to use? (actually that'd be their front page - it almost is a blog just not very exciting unless you like that type of thing - perhaps they just call it a website and have done with it?)

There are some companies for which a blog really isn't appropriate - I can imagine the Body Shop could have a good go at it but would people really want to read Ronald McDonalds blog?

That doesn't mean the blogosphere in general isn't important for them, just perhaps not every marketing technique is right for every company. I don't expect Bank of America to put a leaflet in the local paper, after all, but they probably keep a press clipping service which reads the local paper. They prolly also have a guy in PR who trawls the net for mentions of them most days, on blogs or not on blogs.

>Helpful tips "on how to

>Helpful tips "on how to cover up an oil spill and keep pictures of dead seagulls away from the press"

there might be some value there :)

what are your favorite corporate splogs Gurtie? (just curious as you failed to provide an example above)


they could pay more attention to anchor text though (and I heard they should add a nofollow to that link to Jeremy Z)

The debate should be is blogging taken seriously

I was talking to a guy in the IT industry the other day who said

Blogging is only done by

'Teenage girls'
'Boring people with too much time on their hands'
'Congenital whiners'

and this isn't the only time I have heard similar opinions be expressed, he just summed it up more effectively than most.

It isn't that they are slow to catch on it's more a case that they think the whole medium is akin to MySpace.

too bad

These dinosaurs are really missing out on huge marketing potential for their stagnant corporate websites. You know we don't have to use the scary word "blog". Maybe if we named it something else like Web 2.0 Pages or something they would accept it.

sweeping statement

not all websites are stagnant. Some of them may just have the website right and not need a blog?

I didnt say all of them

I didnt say all of them were, but the ones run/managed/owned by those who think blogs are for 12-year girls usually are.

salsa, or oven mitts?

Fortune 1000 means what, exactly?

Change "blogging" to anything that is less than 10 or 20 years old and you get the same article.

I can see more corporate

I can see more corporate wikis than I can blogs. With a wiki, you can essentially put up an entire resource of searchable customer service information...

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