The Science of Marketing

Last week, I happened upon a LinkedIn Question that offered a glimpse into the challenges that have been keeping companies out of the blogosphere.  So I did what any self respecting blogger would do, I wrote about it and promised an update when more data became available.  As the answers trickled in, I found myself craving more responses to try and arrive at a meaningful conclusion, so I posed the question to our newsletter recipients via a "1-Second Survey" - and many of our readers accepted the challenge. 

With a little more to go on, I think it’s safe to say that most respondents agree: time is the biggest impediment to corporate blogging.  But behind the reason given lies an implication - that blogging just isn’t a priority for many businesses…yet.  For months, we’ve been talking to companies that are using their blogs to communicate more efficiently and effectively with their key audiences and company ecosystems, and their stories are inspiring and compelling. 

One company is blogging to put a personal face on its operations, and learning tons about its customers in the process.  Another is using a blog to share real-time data with industry watchers, positioning itself as a leading authority in the process.  Yet another has moved its blog from the edge to the epicenter of its corporate communications program, amassing mounds of message-driven media coverage with each new post.  None of these companies cite time as a barrier to blogging.  In fact, one now cites time as a barrier to writing press releases.  My, how times are changing…

The point is, nobody has a lot of time on their hands, we’ve all got the same 24 hours to spend on what’s most important.  The more I learn about corporate blogging, the more I think companies will be allocating more time to it in the not-too-distant future.  EMC has already begun.  So, too, have Cisco, IBM and Sun.  I hope you will too, when the time is right.  Without further delay, the numbers:

One final note- many thanks to all of our readers who participated in the 1-Second Survey.  If you’d like to add your two cents, please comment below.

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