Thought Leadership

Social Media - Text 100 survey on social media, corporate blogging and blog relations

Research Summary

It's clear that among responding companies, communications groups have been hesitant to claim leadership of social media. Findings suggest that lack of understanding about the benefits of corporate blogging and blog relations, fear of risk, unclear ownership as well as limited knowledge about how to begin engaging in this new media form may be responsible.

Responses were rife with contradiction, indicating that while companies recognize the influence and importance of social media, they have yet to commit necessary time and resource, noting that in general, blogs and blogging are not at the top of the list for communications groups in their companies. An overwhelming majority indicate that they agree independent bloggers have influence on the media, their businesses and customers, but a small number report that blogs and blogging actually are a priority for PR/communications.

According to the Text 100 Survey on Social Media, Corporate Blogging and Blog Relations, only a small number of technology companies surveyed are actively leveraging corporate blogging or blog relations as strategic communications tools. The majority of corporate blogs were reported as managed outside communications groups within functional areas ranging from technology/developer groups to company ombudsmen to individuals who have personal, but company-sanctioned blogs.

Fear of risk may contribute to ambivalence about social media, as respondents reported multiple individual incidences in which independent or employee blogs had negatively impacted their businesses. Experiences ranged from having an independent blogger question or criticize their product or service, to employees sharing confidential company information. The majority agree that blogs pose challenges managing confidential information, and it may be this fear more than any other that keeps companies on the sidelines.

When it comes to challenges, respondents report a wide range of obstacles impeding their entry into the blogosphere, such as being unsure what the benefits are, not having enough time and resources to manage properly and unclear internal ownership for blogs and blogging.

However, despite concerns, respondents do recognize the opportunity that social media represents with several reporting that an opportunity withconventional media had materialized as a result of either a corporate or independent blog post, or that a product or service offering had been improved as a result of information shared on a blog. The report clearly indicates that companies recognize the importance of social media—especially the opportunities corporate blogs and blog relations represent—and simply need practical guidance as to how to implement their efforts.

To request a full report of the findings, please contact Joseph Kingsbury, Global Social Media Practice Lead.