Exploring Corporate Blogging: A Call To Action

by Jason Falls |

Some friends of mine and I are diving into a research project around corporate blogging and need your help. All you have to do is fill out a 2-3 minute survey about your corporate blog. Check out the survey here. Be forewarned: You’ll need to have your web analytics handy for the survey. We’re trying to understand some important trends and user behaviors on corporate blogs. If you have more than one corporate blog and don’t mind, please take the survey once for each blog. And tell your friends. The more participants we have, the better the information will be.

That’s how you can help. Now here’s a little bit of background.

Chris Baggott, the CEO of Compendium Blogware and a friend of mine, approached me a few months ago with some thoughts on corporate blogs and some anecdotal evidence he’d discovered as to why and how they are being used or could be used more efficiently. But his anecdotal evidence wasn’t enough to really base any thought leading or provoking content upon. Chris thinks bigger than that, anyway.

What he has done is asked me, Jason Baer and corporate blogging expert Debbie Weil to collaborate with him on a research project around corporate blogging. We worked together to develop the survey, which is being hosted and “sponsored” for lack of a better term, by his company.

Corporate Blogging Survey

(Disclosure: Compendium is a blog platform that sells to companies. The research will certainly be helpful to Chris and his company, but the research will be shared. He asked me, Jason and Debbie to collaborate for a variety of reasons, one of which was to ensure the credibility of the effort. The three of us are partnering with Chris and Compendium as strategic advisors for 2010. This does not imply Compendium is the only blogging platform we endorse, just that we’re partnering with the company for this and other projects next year.)

What I’m hoping we can all glean from this research — which is largely dependent upon your help filling out the survey — is the identification of trends and commonalities in analytics around corporate blogs relative to web traffic, traffic sources, search engine traffic and more. Looking at one blog’s analytics is always interesting. Anonymizing data from hundreds of blogs and seeing the statistical snapshot across properties is going to be more so.

Worst case scenario, we get some confirmation or denials of assumptions we make about corporate blogs. It’s certainly worth the effort.

So please dial up your corporate blog’s web analytics and make sure it is represented in the data. See more at the survey here. And thanks for helping. We’ll share the results soon!

About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).