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Corporate bloggers report positive results from blogging, even though they’re pretty much directionless, according to a new study.
More than three-quarters (76 percent) of corporate blog owners said web traffic to and “media attention” on their company increased because of the blogs, writes BtoB Online (via MarketingVOX), citing a Russell Research study sponsored by Cymfony and Porter Novelli. Some 42 percent said at least one post on their blog has affected the company or brand, in most cases in a positive way.
However, 57 percent said their companies do not have blogging guidelines, and 63 percent said the company’s blog was started because of a perceived need to participate in the blogging phenomenon rather than to reach a specific objective.
Respondents reported a wide range of posting frequency: 37 percent blog at least once or multiple times per day; 39 percent, several times per week; and 24 percent, once a week or less.
Despite overall success, the majority of respondents (71 percent) reported not being pleased with the level of interaction on their blogs.
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