Corporate Blogging and B2B Social Networking Take Off

Millions of personal blogs can be found across the Internet. Some aren’t worth the digital ink they’re written with; others are filled with interesting information about a person’s area of expertise. Here’s a journal about one person’s journey through the horrors of chronic Lyme Disease (something our own family knows all too much about).

The same e-opportunities to establish expertise and share detailed knowledge exist for corporations. And we are now seeing a rapid rise in the number of blogs being added to the corporate marketing mix.

This year, eMarketer estimates just over one in three companies have a public-facing blog used for marketing, a proportion that will rise to 43% by 2012. “Studies have shown that marketers perceive blogs to have the highest value of any social media in driving site traffic, brand awareness, lead generation and sales—as well as improving customer service,” said eMarketer’s senior analyst Paul Verna.

According to a 2010 study by Burston-Marsteller, one third of Fortune global 100 companies have corporate blogs. Those companies that do have blogs, tend to have corporate blogs so divisions and product lines can highlight their own areas of expertise.

This study also discusses use of other major social media networks, including Twitter, Facebook, and Youtube. It’s worth a look. Thanks to Brenna Larson at Rogers Corp. for passing this study on to us.

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