A new study has shown that blogging amongst brands and businesses is in decline as corporations turn to social media to engage with and inform customers.
Since 2007, The Center for Marketing Research at the University of Massachusetts Dartmouth has looked at social media usage amongst corporates in the Inc. 500, how that compares to those in the Fortune 500, and to previous years. The latest report, which presents data from 2011, showed that blogging has declined for the first time amongst the Inc. 500, with just 37 percent now using a blog amongst their marketing arsenal, compared to 91 percent who use social media.
Facebook is the most popular social network amongst Inc. 500 companies, with 74 percent using it, a fraction ahead of LinkedIn (73 percent), with Twitter (64 percent) rounding out the top three. Both Facebook and Twitter have shown growth within the Inc. 500 in the past three years.
86 percent said that they found using Twitter successful, up from 81 percent in 2010. While 82 percent of executives said that Facebook was useful, this number was down marginally from last year (85 percent).
37 percent of those polled said that they planned to start using Twitter, also ranking it ahead of Facebook (32 percent).
A heady 90 percent of executives said that social media was important for brand awareness and company reputation. 88 percent used these tools for generating web traffic, and 81 percent find them important for lead generation.
Curiously, while 92 percent of those polled said that they found blogging successful, the use of blogging amongst Inc. 500 corporates decline for the first time in 2011, falling to 37 percent from 50 percent in 2010. For Fortune 500 members, blogging has levelled off at 23 percent.
For more information and deeper analysis please read The 2012 Inc. 500 Social Media Update.