Research Report on Corporate Blogging Raises Interesting Questions

Whenever I give a presentation on business blogging, I make a point of mentioning the fact that a number of Fortune 500 companies have blogs, basically because I believe that helps me make the case that business blogging is not a fad. Back in December 2005, an informed percentage estimate was around 4%.

So I was surprised – and extremely interested – to learn that JupiterResearch, which specialises in studying and reporting on the impact of the Internet, had announced the findings of a study on corporate blogging (not specifically Fortune 500). In a press release headed JupiterResearch Finds That Deployment of Corporate Weblogs Will Double in 2006 it was reported that:

  • 35% of large companies plan to institute corporate blogs this year
  • nearly 70% of all ‘site operators’ will have implemented corporate blogs by the end of 2006

Even allowing for the fact that ‘large companies’ is a bigger field than ‘Fortune 500’, these figures seemed to indicate a major shift.

Then I read what Toby Bloomberg had to say about her efforts to find out more, especially about the methodology. Her sardonic report Jupiter Research Passes Around the Kool-Aid is worth the read (as always).

Andy Wibbels followed up with his robust post Jupiter Research Gives the Blogger Brushoff, pointing to what Fard Johnmar of HealthCareVox has to say on the subject.

Johnmar had actually forked out $750 to read a summary of the report and his post Corporate Blogging and JupiterResearch: Survey Raises More Questions Than It Answers concludes with advice to readers:

  • Don’t buy this report
  • Don’t accept the results of this survey

I won’t.

As Andy Wibbel’s post mentions, the Fortune 500 wiki and gives us a pretty up to date figure on that group of companies – with a listing of companies and blogs. 29 companies – 5.9%. It’s not a tsunami yet – but growing.

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About Des Walsh

I show business owners and other professionals how to navigate the social media maze and use LinkedIn effectively. I'm an author, speaker, business coach, social media strategist and LinkedIn specialist. Connect with me on LinkedIn, Google Plus and Twitter. And to stay in the loop, get my weekly Social Business Bites.