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Poll Results from our ROI of Blogging Webinar

Cymfony sponsored a webinar with Forrester’s Charlene Li this week to present the findings from her latest report, the “ROI of Blogging”. Charlene discussed some interesting ideas on calculating the benefits, costs and risks of a corporate blogging initiative in order to determine your blog’s ROI. We’ll make the report available on our website for a few weeks as soon as the report is complete. Watch this space for the announcement. To cure your Forrester fix in the meantime, you can download their 2006 Brand Monitoring Wave report from our site right now.

 With a fantastic turnout of almost 500 people at our webinar, we had a great audience of PR professionals to conduct our own informal survey.  We presented an optional poll before the webinar began and about 240 people completed it. Here are some of the results:

  • This audience was fairly blog savvy as 30% of them already have a corporate blog.
  • Of the 70% who don’t have a blog now, most are developing strategies and researching best practices right now.  70% of them stated they are at least somewhat likely to have a blog in the next year.
  • Even with a blog savvy crowd, they are amazingly unsophisticated in their blog monitoring practices. The largest group, 23%, relies on the most basic method of monitoring - manual searches on traditional search engines like Google.  16% search manually on a blog search engine like Technorati, 20% keep a list of specific blogs to follow and only 20% track with an RSS aggregator. A smaller group are using automated services like Cymfony.
  • On the bright site, about 30% monitor at least once a day. But 37% of them are monitoring several times a month or less.
  • Discovery was the reason most people in this informal study monitor blogs. 35% are monitoring to learn about trends in the market and 20% for competitive insight. Internally focused topics like tracking buzz about their own company (12%) and managing reputation issues (11%) were less of a priority.

These findings support the fact that corporate blogging is still in its early stages. But interest levels are very high as companies develop their strategies for participating and monitoring the blogosphere. It looks like 2007 is going to be a very big year for the blog businesses.

Posted by Brian Cavoli on October 4, 2006 at 09:44 AM | Email this post Permalink

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