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Corporate Blog Owners Report Success, But Differences in Resources Devoted to Blogs

According to a survey of corporate blog owners, almost three-quarters of respondents (76 percent) reported increases in Web traffic and media attention as a result of their blogs, and yet are still expecting more from these blogs.

The survey was sponsored by Cymfony, a market influence analytics company, and public relations company Porter Novelli, and was conducted during the spring of 2006 in conjunction with Russell Research.

The survey investigated activity and interest levels across a diverse section of corporate blogs, and will help companies understand the resources, processes, personnel and management that corporations devote to their blog strategy and monitoring programs, and the results of those programs.

On Tuesday, July 25, 2006, at 12:00 p.m. EDT, Cymfony and Porter Novelli will host a free webinar entitled “Corporate Blog Learnings — The Discovery Age.”  Click here to register.

The survey, which polled persons responsible for maintaining or monitoring blogs within their company, showed several notable findings including:

* Nearly two-thirds of respondents (63 percent) reported starting their blog because they felt they needed to participate in the medium rather than to satisfy a specific need;
As many as three-quarters of the companies surveyed (76 percent) indicated that they have noticed an increase in media attention and/or Web site traffic as a result of their blog(s);

* Respondents reported posting to their blogs across a wide range of frequencies: 37 percent blog at least once or multiple times per day; 39 percent blog several times per week; and 24 percent blog once a week or less;

A majority of respondents (57 percent) reported not having blogging guidelines in place;

* As many as four out of 10 respondents (42 percent) indicated that there has been at least one specific post that has affected the company or a brand and in the vast majority of cases it has had a positive affect, and;

* Despite this general success, the majority of respondents (71 percent) are not happy with the level of interaction on their blog(s).

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