Friday, November 04, 2005
Blogs and Business:
"Published: November 04, 2005
(After December 04, 2005, this article will only be available to eStat Database subscribers.)
A new survey looks at the interaction of blogs and businesses, and how the two groups view each other's work.
How do the interests of bloggers intersect with the interest of corporations? Should corporate communications professionals reach out directly to bloggers? Are bloggers different from other communications channels?
In an attempt to better understand the interplay of the blogosphere and corpoate communications, blog-search engine Technorati and public relations firm Edelman surveyed subscribers of Technorati's e-mail newsletter to study their interaction with each other.
A key finding of the survey is that the blogger respondents are, to a large degree, seeking to position themselves as authorities in their field. That was the number one reason they gave for blogging.
This is in stark contrast to a consumer survey conducted by AOL earlier this year, which found that many bloggers are not using their blogs for gain, either professional or financial, but simply as an outlet. Nearly half said that blogging was a form of therapy for them.
The Technorati survey was mailed to 30,000 subscribers of its newsletter, and promoted on the Technorati web site. There were 821 respondents. AOL surveyed 600 Internet users over the age of 18 who maintain at least one blog.
The Technorati survey found a high number of bloggers had been contacted by companies or PR representatives.
The survey also found a certain level of skepticism about corporate blogs. About half found them at least somewhat trustworthy. But the other half called them only occasionally trustworthy or not at all trustworthy.
The bloggers were far more likely to trust a blog created by an individual employee.
When looking for information about a company, bloggers said they were most likely to trust other bloggers to steer them right.
For an in-depth look at the ramifications of blogs on business, read eMarketer's The Business of Blogging report."
"Published: November 04, 2005
(After December 04, 2005, this article will only be available to eStat Database subscribers.)
A new survey looks at the interaction of blogs and businesses, and how the two groups view each other's work.
How do the interests of bloggers intersect with the interest of corporations? Should corporate communications professionals reach out directly to bloggers? Are bloggers different from other communications channels?
In an attempt to better understand the interplay of the blogosphere and corpoate communications, blog-search engine Technorati and public relations firm Edelman surveyed subscribers of Technorati's e-mail newsletter to study their interaction with each other.
A key finding of the survey is that the blogger respondents are, to a large degree, seeking to position themselves as authorities in their field. That was the number one reason they gave for blogging.
This is in stark contrast to a consumer survey conducted by AOL earlier this year, which found that many bloggers are not using their blogs for gain, either professional or financial, but simply as an outlet. Nearly half said that blogging was a form of therapy for them.
The Technorati survey was mailed to 30,000 subscribers of its newsletter, and promoted on the Technorati web site. There were 821 respondents. AOL surveyed 600 Internet users over the age of 18 who maintain at least one blog.
The Technorati survey found a high number of bloggers had been contacted by companies or PR representatives.
The survey also found a certain level of skepticism about corporate blogs. About half found them at least somewhat trustworthy. But the other half called them only occasionally trustworthy or not at all trustworthy.
The bloggers were far more likely to trust a blog created by an individual employee.
When looking for information about a company, bloggers said they were most likely to trust other bloggers to steer them right.
For an in-depth look at the ramifications of blogs on business, read eMarketer's The Business of Blogging report."
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