They aren't nearly as curmudgeonly about blogs, however. Corporate activity in the blogosphere has ramped up even as the hype has died down.
Recent entries into the blogosphere include Marriott, Johnson & Johnson, Toyota and Wal-Mart. Even the Transportation Safety Administration has gotten into the act, giving five midlevel employees the green light to blog on behalf of the organization about the practices that befuddle frequent travelers.
There's a trend here. B-to-b marketers are finding that employees can be powerful and persuasive advocates of the company message. Microsoft and Sun both claim to have more than 5,000 employee bloggers, and corporate giants like Southwest Airlines and Kodak have structured their blogging initiatives around ordinary employees and even customers.
The surprise social media winner has been podcasting. Those downloadable radio programs have turned out to be a hit with time-challenged business people.
Emarketer estimates that the U.S. podcast audience grew 285% in 2007 to 18.5 million people and will hit 65 million people in 2012. More importantly for b-to-b marketers, Arbitron reported that 72% of podcast listeners are older than 25 and 48% are older than 35. General Motors, Purina, HP, IBM, Kodak, Wells Fargo and many others are using them to reach business influencers.
It all adds up to a chaotic scene, although there are signs that consolidation is setting in and the flood of new services is slowing. M