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BizReport : Blogs & Content archives : April 23, 2012

Study: Blogging in decline as social media takes over

New research by the University of Massachusetts Dartmouth reveals that corporate blogging is in decline as corporates turn to social media to keep consumers up-to-date and engaged.

by Helen Leggatt

Back in 2010, half of companies had a corporate blog. In 2011 that figure declined significantly to just 37%. Among Fortune 500 companies, growth in blogging has leveled off with 23% continuing to blog in 2011, the same as in 2010, compared to 91% who use social media.

Why is blogging on the decline? It seems that social media such as Facebook and Twitter is easier to manage.

Rather than a long blog post once or twice a week, social channels can be maintained by quick and more regular injections of information such as photos, a one-liner or a poll question - just enough to say "we're still here".

Social use is overtaking not only blogging, but also message boards, video blogging, podcasting and MySpace.

"The fact that blogging had leveled off among the world's largest and most profitable companies raised questions about the use of this mature tool," states the accompanying press release.

"This study indicates that there is now support for the proposition that the use of blogging may have peaked as a primary social media tool in the US business world. The new data shows adoption of blogging is declining for the first time since 2007 among the Inc. 500 companies."

Tags: blogging, blogs and content, research, social media

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