18 Oct Staggering stats on blog adoption
If you were ever skeptical about hockey-stick market adoption curves, just take a look at the data from Guidewire Group’s BlogOn 2005 Social Media Adoption Survey to see that business blogging isn’t just about to take off – it already has.
The survey found that 55% of corporations have adopted blogs for both internal (91.4%) and external (96.6%) communications. More than half of these organizations launched their blogs within the last year, and most of these started within the past three months. That’s a hockey stick. And it suggests that corporate communicators will drive future growth of the social media market.
Some other finding:
• Companies that are adopting blogs are doing so with significant initiatives. Almost 10% of respondents have more than 20 internal and/or external blogs.
• Internal blogs – used for communication within a company – are predominantly used for knowledge sharing (63%) and internal communications (44%). Four out of five companies with internal blogs use them to improve internal communications. One in three are replacing e-mail-based processes with blogs; one in six are using blogs to replace other software.
• About 60% of those with external blogs –used for communications outside a company – have more than one, and about 17% have more than five blogs. External blogs are mainly used for PR/marketing (61%) and demonstration of thought leadership (61%). More than 40% have a CEO blog.
• The expected benefits of external blogs include improved brand recognition (78%) and external communications (78%), as well as a vehicle for customer feedback (66%). A few respondents are expecting blogs to generate income (20%), but many more are expecting them to improve search engine positioning (58%).
• The biggest challenges faced by business bloggers are maintaining enthusiasm (42%), encouraging adoption (36%) and dealing with technological problems (30%). Editorial policy (14%) and dealing with inappropriate comments or content (14%) are less of a problem than getting management support (18%).
• Of those groups not blogging, the majority (70%) are positive about starting a blog, with 7% intending to start a blog immediately, 13% intending to start a blog within a year and with 50% studying the possibilities. Only 11%, or 1 in 9, of the total respondents are not blogging today and have no plans to do so.
• The recent surge in corporate blogging, significant plans for expanding current blogging activities, and a large community of potential customers suggests that corporate customers – more so than traditional and new media outlets – will drive the future growth of the social media market.
• You can find the executive summary of the BlogOn 2005 Social Media Adoption Survey at www.blogonevents.com.
This column was reprinted with permission of Network World Inc. All registered trademarks are owned by IDG. More information can be found at http://www.idgef.com.
IDG. All rights Reserved
The opinions expressed herein or statements made in the above column are solely those of the author, and do not necessarily reflect the views of the Wisconsin Technology Network, LLC. (WTN). WTN, LLC accepts no legal liability or responsibility for any claims made or opinions expressed herein.