Blog or Perish? Study Tells Business to Blog

Has blogging become a business essential?  What does it take to operate a successful blog?  How do you measure a blog's success?

The University of Massachusetts Dartmouth Center for Marketing Research examined these questions and more in its new study of business blogging, Behind the Scenes in the Blogosphere.

The study's author, Dr. Nora Ganim Barnes, says businesses no longer have the option not to blog and makes a very sobering prediction:

Those businesses that choose to remain outside of this online conversation will be sidelined.  Eventually they will become extinct.

I recently spoke with Dr. Barnes about her prediction, the blogging practices businesses should adopt, and the cooperation she received from bloggers for her report.  I invite you to listen to our conversation.

MP3 File (11 min., 28 sec.)

Technorati Tags: blogging, corporate communications

Comments

[John Cass]

I think that Dr. Barnes might be overstating the case for blogging. Certainly in some markets there will be cases where a company will be sidelined by not being involved in the blogging conversation. But I cannot imagine a one-person coffee stand having to depend upon blogging to gain business. Proximity and customer service will be the engines of growth for the coffee stand.

[Amanda Chapel]

Ernie,

"Blog or Perish"?! Sorry, but that's just silly and sensational. :(

Here, this should give a more realistic perspective: http://www.strumpette.com/archives/140-Edelmans-Big-Gamble,-Betting-It-All-on-Anarchy.html .

Also, rather than interviewing "corporate blogging proponents" how about people who are actually making decisions on behalf of stockholders. See http://www.chiefexecutive.net . I think a few Corporate General Counsels would add a little reality, too.

Sorry but this whole blog phenomena is a classic bubble. There isn't a chance in hell corporate America is going to let tech burn them twice in the same decade.

Regards,

Amanda Chapel
Managing Editor
Strumpette