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BtoB

Corporate blogs lag as social tool

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New York—While social media networking sites, particularly Twitter, are being aggressively used by many large companies as an integral part of the marketing mix, the same cannot be said for traditional blogging, according to a new study by blog publishing company Blog2Print.

The telephone survey polled 534 CMOs at Fortune 1,000 companies in December. It found that just 23.2% used corporate blogs as part of their social marketing efforts. For those companies that don't host an online corporate blog, 36% of respondents said maintaining a blog is too much work or that they don't see a return on investment for the level of effort required in developing content.

In addition, 18% of respondents were concerned about legal and regulatory issues pertaining to their blog content. Among those that do use blogs, reasons cited included gaining customers (20%) and becoming an authority in their industry (18%).

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