Monday, June 26, 2006

Blogs are becoming standard on corporate web sites?

Adotas reports on a new study of corporate blogging in Corporate blogs to grow through end of 2006:

According to JupiterKagan’s “Corporate Weblogs: Deployment, Promotion, and Measurement” report, 35% of big companies will create corporate blogs this year. By the end of 2006, 70% of corporate websites will contain blogs.

I've always been a fan of the equalizing power of technology—how new applications like desktop publishing, broadband Internet and e-commerce gave smaller companies capabilities that had been beyond their budgets. As corporations adopt off-the-shelf blogging platforms for their own use, this looks like a reversal of the process—big business taking advantage of capabilities that were developed for individuals first.

The tools are widely available. Is this the year that your company should start blogging? Are your customers conversing without you? I'm not completely sold on the idea that every company should have a blog (I can think of some that probably shouldn't), but I do think that every company should make an informed decision about blogging before so many companies start blogging that customers start to expect it from everyone.

This isn't the year for informed executives to wonder what a blog is.

Update: Jupiter's report has generated some skeptical discussion and a negative review from one blogger who went out and bought it. So, let's not put too much trust in those optimistic numbers.


At 6/29/2006 3:26 AM, Blogger gorgeoux said...

Does that percentage include small businesses, too? Corporations, from my angle, still seem scared of how uncontrollable this wagon is.

At 7/07/2006 1:41 PM, Blogger James Durbin said...

Who knows what the number is - they didn't release the survey results.

My best guess is those numbers reflect an e-mail survey of companies talking about a blog - but it's wildly optimistic.

Far more companies are keeping their heads down because they've been fed bad information.

if they had just paid me....

At 7/14/2006 11:33 AM, Blogger Nathan Gilliatt said...

And, in fact, the Jupiter survey has led an interesting life.


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