With all of the buzz around corporate blogging, we wanted to understand the real value of it for companies. Why would a company want to start blogging, who should blog, what makes a blog successful, and how can a company use this type of website to make a positive impact on business?
To answers to these questions, we asked bloggers at hundreds of companies to participate in an online survey and conducted in-depth interviews with leading individuals from six corporate blogs that were selected as representative of the diverse spectrum of the corporate blogging world. What we discovered was that for the majority of our survey sample, (which includes some of today’s biggest corporations and scrappiest underdogs), corporate blogs are living up to all the hype. We discovered that corporate blogs are giving established corporations and obscure brands the ability to connect with their audiences on a personal level, build trust, collect valuable feedback and foster strengthened relationships while and at the same time benefiting in ways that are tangible to the sales and marketing side of the business.
I imagine some of the stuff in the report could be applied to successful library blogs as well.
Link via Micro Persuasion