Corporate blogging survey results published
The final white paper (pdf) with results from and discussion about Backbone Media's corporate blogging survey is now published.
Is corporate blogging worth the hype? they ask, and there are results indicating it is. The fact that 83 % have seen an increase in traffic to their websites from their blogs is one example. 59 % have been contacted by a journalist through their blogs. 18 %, though, say that their blog has generated negative PR.
From the executive summary:
We discovered that corporate blogs are giving established corporations and obscure brands the ability to connect with their audiences on a personal level, build trust, collect valuable feedback and foster strengthened relationships while and at the same time benefiting in ways that are tangible to the sales and marketing side of the business.
Just like in other aspects of life, success breeds success. What we see with successful blogs is a chain reaction that starts with a sincere interest on the part of the bloggers to provide their audience with great value in terms of useful and engaging content in the form of information, help, discussion and ideas.