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!