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Business value of blogging (Whitepaper by Lewis PR)

Business value of blogging (Whitepaper by Lewis PR)

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Published by Pascal Van Hecke
"to gain an insight in the business value of blogging by providing an overview of the potential benefits and requirements of corporate blogs, comparing corporate blogs to alternative investments and taking company-specific barriers and enablers into consideration"

Download from http://www.lewis360.com/2007/03/blogs_and_busin.html
"to gain an insight in the business value of blogging by providing an overview of the potential benefits and requirements of corporate blogs, comparing corporate blogs to alternative investments and taking company-specific barriers and enablers into consideration"

Download from http://www.lewis360.com/2007/03/blogs_and_busin.html

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Published by: Pascal Van Hecke on May 20, 2007
Copyright:Attribution Non-commercial

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01/01/2013

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the business valueof blogging
LEWIS Global Public RelationsMarch 2007
 
The business value of blogging Table of Contents LEWIS PR, 20072
Table of Contents
Table of Contents.........................................................................................................................................2
 
Key findings & insights...............................................................................................................................3
 
Blogs: nice-to-have or need-to-have?......................................................................................................4
 
Introduction...................................................................................................................................................5
 
To blog or not to blog?...............................................................................................................................5
 
Blogs – what are they really?....................................................................................................................6
 
Types of corporate blogs...........................................................................................................................7
 
The Four-Step Guide to Blogging..............................................................................................................9
 
Step one: identify possible benefits..........................................................................................................9
 
Step two: determine requirements..........................................................................................................13
 
Step three: evaluate alternatives.............................................................................................................16
 
Step four: adjust for non-influenceable success factors........................................................................18
 
Corporate blogging worldwide................................................................................................................20
 
Survey background..................................................................................................................................20
 
Asia Pacific...............................................................................................................................................21
 
Australia................................................................................................................................................21
 
China.....................................................................................................................................................21
 
Singapore.............................................................................................................................................22
 
Europe.......................................................................................................................................................23
 
France...................................................................................................................................................23
 
Germany...............................................................................................................................................23
 
Italy........................................................................................................................................................24
 
The Netherlands...................................................................................................................................25
 
Spain.....................................................................................................................................................26
 
Sweden.................................................................................................................................................27
 
UK.........................................................................................................................................................28
 
USA...........................................................................................................................................................29
 
About LEWIS...............................................................................................................................................30
 
About the author...................................................................................................................................30
 
Methodology.........................................................................................................................................30
 
Disclaimer.............................................................................................................................................30
 
 
The business value of blogging Key findings & insights LEWIS PR, 20073
Key findings & insights
Corporate blogging worldwide
A qualitative questionnaire among 10international blogging experts and aquantitative survey of 300 companies from10 countries yielded the following results:
Less than 5% of companiesworldwide currently have a corporateblog;
Only the US is seeing some uptakeof corporate blogging across multipleindustries;
In other countries, corporateblogging largely remains restricted tomarketing, communication and newmedia agencies;
Key barriers for corporate blogging inAsia-Pacific include a great relianceon traditional media outlets, abusiness culture that values face-to-face communication and governmentmedia regulations highly;
Key barriers for corporate blogging inEurope include uncertainty aboutbenefits and best practices, as wellas a traditional caution whenadopting new technologies;
Remarkably enough, every countryexcept the US seems to think it’slagging behind the rest of the worldin regards to corporate blogging;
Which means that in reality, nobodyis lagging behind: corporate bloggingis just not happening yet.The survey has focused on ‘true’ corporateblogs: blogs that are permanent, outward-facing and opinion-driven.
Deciding on a corporate blog
In the ‘Four-Step Guide to Blogging’, LEWIShelps companies decide whether or not tostart blogging. It offers a set of helpful toolsand insights, key among which are:
Corporations who want to startblogging should either do it well, or not at all. Half-hearted attempts are awaste of money;
Corporate blogging requires asignificant investment of time, skilland knowledge. Time and skill canbe sourced externally, knowledgecannot. Ergo, involvement from keycompany personnel is alwaysneeded – for at least 5 hours per week;
Hiring a third party to write the blog isnot necessarily cheaper, as qualitycontent has a price tag;
The primary power of a corporateblog is its ability to engage in one-to-many conversations, affecting amultitude of company stakeholdersat the same time;
On individual business objectives,such as increasing morale or networking, blogs score worse thantraditional methods on a value-for-cost basis;
Corporate blogs affect marketing,sales, CRM, HRM and PR.Therefore, it stands to reason thatthese departments work on, and payfor, the blog together.

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