An eMarketer article asks, “Is big biz ready to blog?” in regards to a recent survey that found 70 percent of large US companies will be blogging by year’s end, up from about 5 percent among Fortune 500s currently.
Such a quick ascent? Not so much, the author thinks.
It is not unthinkable that 70% of large US businesses will blog eventually. However, there’s a great distance between 5.8% and 70%; not just in percentage points, but also in business philosophy.
For the recruiting profession in particular, the blogging phenomenon is akin to herding cats. Regardless of what the tracked percentage of blogs is today – under the corporate flag or not – it’s sure to rise well into the future.
What this survey doesn’t track is the number of anonymous and some not-so-anonymous bloggers out there writing about a current or former employer. Some not too happy.
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July 7th, 2006 at 10:32 am
That 70% number came from the Jupiter Survey, which has been questioned about its methods and criticized for not releasing how it came up with that 70%.
I don’t find it inconceivable that 70% of companies are considering blogs, but the 35% who have one is still a little high, and it’s dubious to claim another 35% will have one by the end of this year.
Although, maybe the problem is they just don’t understand SEO. A lot of company blogs are not connected to anyone, which is a bit like saying you have a television ad that you can only watch from the company breakroom.