Measuring the state of business blogging can be tricky. Statistics are contradictory and change almost by the day due to the exponentially rapid growth of the blog as a medium (not to say its newness).
A recent Pew Internet research poll the quantity of businesses using blogs to stay the area of 7% (a research poll conducted by American Express last month suggested the same percentage). Meanwhile, another poll by Guidewire Group suggests 89% of companies are either blogging now or want to in the near future. Despite these wildly differing figures, the purpose of agreement is that business blogging is growing. The pace is apparently the heart of the dispute.
You will find about 175,000 blogs being created each day (or about two per second), but don’t let that figure frighten you: the business share is just a drop in the bucket. Experts put the number of active business blogs in the U.S. today at about 5,000, with 50% of them being less than the usual year old and only 10% older than three years. Many new business blogs, like all blogs, are abandoned after a couple of months, and just about 39% of total blogs are in English language (Japanese is top). What this says is that blogging is now an international norm but remains quite definitely ready to accept newcomers.
Trends vary by company size, with smaller companies tending to make more utilization of business blogging, while larger companies maintain a healthy share. About 55% of most business blogs are started by companies with fewer than 100 employees while around 15% take into account companies with 1,000 or even more employees. Kosher Travel However, of the biggest 500 companies in the United States, 40% utilize blogs in their comprehensive strategy.
Away from unruly statistics, what is actually successful on earth of business blogging itself is just a little clearer. Almost all research and opinion on the subject points to a number of critical factors, including:
A writing style that has the capacity to both connect on an individual level and be entertaining. Including knowing your customer and establishing a substantial relationship in the blog medium.
The company’s willingness to be engaged in an honest marketplace dialogue using its clientele (the supply of the infinitely precious credibility of any blog).
The in-patient blog writer’s time fond of the blog itself, for relevant research, thought, answering posts from readers, and the overall construction of quality work and frequent updates.
Obviously, individual companies in their unique industries face their particular quirks and demands. For instance, with respect to the situation or industry, your company may want to focus most carefully on the tone and style of the writer. Companies with reputations they’d prefer to salve or improve (oil companies, for example) will find particular curiosity about the transparency part of blogging. During a fast-paced industry (such as technology or media), an organization blog may need to weigh its time specialized in updating material for the blog more carefully. Many businesses begin blogging with clear goals in the onset, or even test a website internally before developing an external blog. Some businesses also run multiple blog. General Motors, for instance, runs an entertainment blog (Fastlane) and information blog (FYI) combo that has been very successful.
The General Motors blogs is a superb exemplory case of successful business blogging in its maturity. Both are an easy task to navigate and donate to, are succinctly written, and utilize costumer-generated material, including photos and video. Additionally there are many links (not and then GM but other auto sites and even other blogs), and so the reader gets an actual sense genuine dialogue and openness. A look at the high volume of comments and responses in the Fastlane blog demonstrates successful blogs are both social and relevant.
On the planet of blogs, there’s still disagreement on who must be writing the business blog. In case of Fastlane, it’s Vice Chairman Bob Lutz. For many companies, however, the pitfalls might outweigh the privileges of having an executive doing the blogging. The voice of the boss does not necessarily come out well in a blog. Also, an executive might be unlikely to continue blogging for long because of simple insufficient time. This is the situation for about 50% of all blogs which are created: after 3 months, the entries stop and the blog is basically dead. Because of this, typically the most successful business blogs are run by the employees as opposed to the CEOs. Therefore, it might make more sense for your company if the employees conduct blogging because they generally have the vitality and detailed insight (and voice) to make a more readable blog because to the peers of the readers, and thus legitimate.
Legitimacy has which may be of central importance to any success in operation or market blogging. A few years back, Dr. Pepper experimented with overstep this in the marketing of the now infamous new service, Raging Cow (a flavored milk drink). The business hired teenagers to use the drink and blog about any of it after being coached. Dr. Pepper’s efforts were received with viciousness and even boycotts for attempting to infiltrate the “integrity” of the blogosphere with marketing through coached customers and “hip-ness.” The whole thing went sour and Raging Cow went unreleased. Moreover, many of us are looking at the fate of “Pay-Per-Post” and its legitimacy in the near future.
Another drink company, Jones Soda, offers a much different and more successful model of blog legitimacy and customer outreach. A trip to the blog gives more the impression of a teenager hangout than the usual business. The blog, actually, acts as a heart for numerous customer blogs. There’s all of the usual business-related material present: an online shop, something locator, and message boards (with posts reaching into the thousands). But individuals at Jones very obviously know their customers well and allow us a highly successful blog counterpart to their business by loosening the reigns and putting the clientle completely in charge. Terrifying as this can be with a executives, it appears to have worked brilliantly for Jones.