Backbone Media has published some preliminary results from their Corporate Blogging Survey. There are some interesting headlines. It seems that getting information or content out to an audience is very important – portraying blogging as a marketing tool, but other early results indicate that ‘increasing sales’ was less important in blogging than 'boosting search engine rankings'.
Though there was also a trend in the initial surveys to list 'thought leadership' as the highest priority – if this winning the hearts and minds of early adopters and those with influence then it seems like it’s a PR function, and 'getting product feedback from customers' was also a strong driver of blogging – PR or marketing?
Other responses point to the PR potential of blogs being exploited by companies – using them to build relationships with key stakeholders.
The top three reasons to blog were:
- Another way to publish content and ideas
- Build a community
- Thought leadership
The bottom three reasons were:
- Respond to negative comments
- A way to get interview requests from journalists
- Crisis communications
Matt
Comments