Corporate blogs losing popularity…
A couple of reports out today on the death of the corporate blog:
- This USA Today Piece, 'Blogs are Slogs, So Companies Just Quit,' shares results from a study that shows the percentage of companies that maintain blogs fell from 50% in 2010 to 37% today.
- Results from this study by UMass/Dartmouth, 'Blogging Declines as New Tools Rule,' shows “…adoption of blogging is declining for the first time since 2007 among the Inc. 500 companies.” (Good charts in this study)
Both articles point to preferred use of other social media channels such as Facebook, Twitter, and LinkedIn as the main cause of the exodus. And, as the USA Today headline references, most companies aren’t committed to the amount of work a worthwhile blog requires.
A shame, really, but not entirely surprising as turning most traditional businesses into extroverted media publishers is quite a task, and putting corporate processes around such an undertaking may not be the best idea for creating a blog your customers will find remarkable.
Every company has great stories, great content, within their organization; be it employees, customers, vendors, customer service, sponsored events. It just requires someone who knows how to identify the greatness in the story and knows how to promote those stories in a manner that is of value to the audience. And, it requires someone who has the permission and the resources to do it on a regular basis.
The ironic part of the exodus is that an effective social media strategy, like those they are pursuing on Facebook, et al, is driven by a dynamic content strategy. All those other sites will require interesting content to engage the network. Changing channels isn’t going to address the problem. Figuring out how to capture killer content is the solution.
Yes, it requires a lot more effort to create and maintain a great blog compared to a Facebook page, but the impression a great blog makes on your audience is much greater than any of the other social media channels can muster. And the more other companies stop blogging, the greater the opportunity for those who do.