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?