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December 11, 2008

Is your corporate blog credible?

If you’ve been slaving over a blog for a CEO or other senior manager, maybe your time would be better spent elsewhere.

According to a study by Forrester Research, only 16% of consumers trust what they read on blogs—a level that is significantly lower than any other information sources, including direct mail.

While this research focused on external blogs, there’s good reason to think that the same mistrust could exist internally as well. According to Forrester analyst Josh Bernoff, corporate blogging is a stale affair.

“Company blogs are in a vicious cycle,” Bernoff says, because most such blogs focus on putting a positive spin on issues, instead of offering the candor and immediacy people have come to expect on the web.

Time to do your blog differently—or to kill it?

Posted by Alison Davis at December 11, 2008 09:43 AM