Backbone Media, Inc. a Boston based Internet marketing consultancy, has published a 68-page report on what makes a successful corporate blog. The report, which includes a survey of hundreds of companies, sought to understand what results business bloggers have received from their blogs. According to this report, the survey discovered that for the majority of the survey sample, corporate blogs are living up to all the hype. John Cass, Backbone Media's director of Internet marketing strategies, commented:
"Every company is at a different stage in their blogging efforts, some are dipping their toe into blogging and getting good results, in terms of higher search engine rankings and thought leadership, while others have changed their whole product development process to make their company as open and transparent to customers as possible. The benefits of blogging are many, but it seems that to build and achieve the best results using blogs, a company must cross a cultural chasm that turns customers into brand evangelists."
The "brass ring" of blogging is in using them to mobilize your customer evangelists to spread your word for you. I will have more to say about this tomorrow when we launch the first of our two Vespa blogs. Keep an eye on Blogspotting or my blog tomorrow a.m. for details.
