Executives around the world can't seem to make up their minds about whether blogging has any business value, with just one-third of companies having established a corporate blog.
A new survey of senior international technology executives finds mixed attitudes to corporate blogging. The survey by Eurocom Worldwide, in association with Johannesburg-based Watt Communications, finds that only a third (33%) of tech companies surveyed have a corporate blog. The majority (63%) do not.
"Bloggers are increasingly seen as an important and influential audience but many technology companies seem reluctant to blog themselves," comments Samantha Watt, owner of Watt Communications.
The main reason that technology companies are reluctant to embrace blogging according to the survey is that it is too time consuming which is cited by 36%. One-third (33%) doesn't see value in blogging. One in five hasn't thought about it, while 12% fear a negative reaction.
The main reason for corporate blogging according to the Eurocom Worldwide survey is to improve interaction with customers, cited by 51% of those who do blog. Twenty three percent blog to participate in industry debates and issues and 14% say they blog to help raise corporate profile, while 11% blog to boost search engine optimisation (SEO).
"The interactive nature of Web 2.0 and social media has resulted in huge challenges for all organisations, including tech firms, as they adapt to the new environment for communicating with customers," comments Eurocom Worldwide network director Mads Christensen. "This provides major opportunities for the PR industry which is best positioned to advise on the open and transparent conversation which the Internet demands."
The overwhelming majority of senior executives surveyed (76%) say that search, through Google, Yahoo and the like is the most important development in marketing in the last 10 years.
The survey was carried out in January and February of 2009.