YORK, Pa. (AdAge.com) -- To blog or not to blog?
It's a question marketers are still grappling with years after the first waves of corporate blogging flooded the web. But for better or worse, it seems corporate blogging -- and the title of chief blogger -- is beginning to hit its stride. Companies such as Coca-Cola, Marriott and Kodak all have recently recruited chief bloggers, with or without the actual title, to tell their stories and engage consumers.
Related Story:Separating Brilliance From Blabber
Top Marketing Bloggers try to Make Sense of Shifting Relationships Among Consumers, Companies and Media
"It's a good idea to have a chief blogger," said Mack Collier, a social-media consultant and blogger at the Viral Garden, citing Dell's Lionel Menchaca and LinkedIn's Mario Sundar as examples of a single personality positively affecting a brand.
"At SXSW, [Messrs. Menchaca and Sundar] were getting hugged in the hallway. They were as popular as Robert Scoble! And that popularity is bleeding over into Dell and LinkedIn," he said.
Numbers going up
Today, just more than 11% of Fortune 500 companies have corporate blogs, according to SocialText, and only a handful have a designated chief blogger. The number of corporate blogs has risen slowly and steadily since the end of 2005, when 4% had any kind of blog.