December 9, 2008 (updated March 20, 2009)

Time To Rethink Your Corporate Blogging Ideas

With Corporate Blog Credibility Low, Blogging Only Makes Sense As Part Of A Plan

by Josh Bernoff

with Christine Spivey Overby, Jeremiah K. Owyang, Laura Ramos, Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them. Furthermore, the consumers who say they trust these blogs are the most likely to trust all other sources of information. Does this mean you should give up on corporate blogging ideas? No, but you certainly ought to be strategic about them. Blogs that talk mostly about your products often aren't worth the effort. But blogs make sense if they demonstrate thought leadership; fit into a larger groundswell strategy with communities, videos, or the like; or allow PR groups to respond to groundswell threats.

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