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Tuesday, October 14, 2008

The corporate view: is blogging really a tool?

The explosion of blogging is an indicator of growing official interest in social media by major corporations. Consider the annual survey of Fortune 500 companies by the Center for Marketing Research at The University of Massachusetts which shows that 49% of them use social networking, up from 27% in 2007; 45% use online video, up from 24% in 2007; 39% use blogging, up from 19% in 2007; and 23% do not use any social media tools, down from 43% in 2007.

The 2008 update of the annual Gartner report called the Hype Cycle for Emerging Technologies states that corporate blogging has zoomed past what they call the initial peak of inflated expectations and subsequent trough of disillusionment, and is now on its slope of enlightenment toward mainstream corporate adoption in the next 2 to 5 years. We take this to mean that corporate blogging is about to go serious.

The full UMass study and a summary can be accessed at
http://www.umassd.edu/cmr/studiesresearch/blogstudy5.cfm

How do we react to all these studies? It is one thing to have your own Facebook or LinkedIn page; it is another to present yourself as a corporate face in the wild of the blogosphere and social media networking sites. Do these stats resonate with your experience?

Consistency of messaging across multiple media platforms and communications applications, and recognition that the news media now trolls blogs and social media postings for leads looking for information, inconsistencies and mistakes requires a higher level of communications awareness across the enterprise than before.

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