Corporate Blogging Lives Up to the Hype

Backbone Media, an Internet marketing consulting firm, has released the results of its 2005 corporate blogging survey ( and a series of case studies. The blogging survey sought to understand what results business bloggers have received from their blogs.

The company asked bloggers at hundreds of companies to participate in an online survey and conducted in-depth interviews with six companies, including IBM, Microsoft, Maytag and Macromedia. Specifically, the survey asked respondents what sales, PR, search engine optimization and product development results bloggers have seen from their blogging initiatives. Backbone has published the results of its analysis in a 68-page white paper, Web site and blog that describes how a company can build a successful blog.

"Looking at this from the perspective of an Internet marketer, there are obvious benefits to publishing content that is search-engine friendly and getting more back links,” says Stephen Turcotte, Backbone’s president. “However, a successful blog can do so much more. It can build a better company."

Corporate blogs are living up to all the hype, according to the study. Corporate blogs are giving established corporations and obscure brands the ability to connect with their audiences on a personal level, build trust, collect valuable feedback and foster strengthened relationships while benefiting in ways that are tangible to the sales and marketing side of the business, the company says.

Adds John Cass, director of Internet marketing strategies, "Every company is at a different stage in their blogging efforts, some are dipping their toe into blogging and getting good results, in terms of higher search-engine rankings and thought leadership, while others have changed their whole product development process to make their company as open and transparent to customers as possible. The benefits of blogging are many, but it seems that to build and achieve the best results using blogs, a company must cross a cultural chasm that turns customers into brand evangelists."