Watertown, Mass.—Three-quarters of corporate blog owners (76%) said company Web traffic and "media attention" increased as a result of the blogs, according to a study sponsored by Cymfony, a self-described "market influence" analytics company, and public relations agency Porter Novelli. The study was conducted in the spring in conjunction with Russell Research.
Among its other findings, the study revealed that 42% said at least one specific post on their blog has affected the company or brand, and in most cases has had a positive effect. However, corporate blogging is still very much a pioneer environment. More than half (57%) said they do not have blogging guidelines in place.
In addition, 63% reported starting the company's blog because they felt a need to participate in the medium rather than to satisfy a specific objective.