Fortune 1000 Execs Still Not Embracing Blogging



Despite all the noise and enthusiam for blogging, senior execs are still not “getting” corporate blogging, according to a new Harris Interactive survey.

…only minorities of top executives surveyed are convinced to “a great extent” that corporate blogging is growing in credibility either as a communications medium (5%), brand-building technique (3%), or a sales or lead generation tool (less than 1%). In contrast, most executives are somewhat or not at all convinced of blogs’ growing credibility in these areas, (62%, 74%, and 70% respectively).

It’s interesting that only 15% of those polled actually have a corporate blog – so the stats above would be similar to someone saying they don’t like “Coke” without actually tasting it.

Could the problem be that of those surveyed, only 30% had a good understanding of what a blog is in the first place?

It get’s worse, despite the 75,000 new blogs created each day and 50,000 new blog posts an hour, only 20% report having a formal process in place for monitoring blogs written about the company. Not surprisingly, only 3% of those polled have changed the way they do business because of a blog post written about them.

It seems to me there are a whole lot of senior executives not aware of why their company’s products are taking-off or tanking. I bet they’re probably also the same type that spend $50k a month on PPC using one keyword, set to broad match.

Could it be we need to come up with a better way of explaining what a “blog” is? I bet if they conducted a similar survey and asked “Are you interested in hearing what your customers think of your business?”, we’d get a different response.

Thanks to Cindy!

  • http://corpblog.shadowbox.com/ Patrick Dodd

    Could it be we need to come up with a better way of explaining what a “blog” is? I bet if they conducted a similar survey and asked “Are you interested in hearing what your customers think of your business?”, we’d get a different response.

    Absolutely spot on. As you know, market research can tell you just about anything – its all in how the questions are framed. BTW, have you had a chance to read this article at ClickZReport Shows Marketers Stick with Proven Interactive Media?

  • http://www.durbinmedia.com/brandstorming Jim Durbin

    I think it’s clear that the majority of executives don’t understands blogs. I was at an AMA event, and the marketing people there, even the ones who read blogs regularly, still approached blogs as just another PR channel.

    There was no sense of community, no sense of personal branding, and the technology understanding was about 2 years old.

    That said, at least they were trying.

    Something we should all be working on, is explaining that blogs are not just the opinions of a bunch of people – they can be authoritative, often more authoritative than regular media. It’s a learning curve, but one that is on a steep rise.