No surprise: corporate bloggers are the smallest piece of the blogging pie, according to Technorati's just released State of the Blogosphere 2008. Only 12 percent of bloggers self-identify as "corporate," meaning they blog in an official capacity for their company.

But to complicate the numbers, a number of corporate bloggers also identify themselves as personal or professional. See chart below.

Frustratingly, this leads to more fuzzy math. Twelve percent of what, I asked Technorati's gurus yesterday. Senior Director of Marketing Jennifer McLean replied via email that the 12% refers to the number of bloggers surveyed. That would be 1,290 completed surveys from bloggers in 66 countries, according to Technorati's explanation of the methodology for this year's report. 

"But there again you may have multiple writers contributing, etc so I don't know that you could discern the number of corporate blogs from there," she wrote.

For the record, 12% of 1,290 is 154.8. So 155 corporate blogs... or corporate bloggers out of the total surveyed.

Another way to look at it (which also depends on self identifying) is by the number of blogs on Technorati tagged "corporate." There are 5,287 of those, Jennifer told me in her email. Oops...  I've tagged my blog "corporate" to refer to the subject matter. And mine is a blog about corporate blogging.

We're not back to square one in terms of coming up with the number of corporate blogs or corporate bloggers. One tenth of the active blogging pie seems about right.

Seems we can safely say that this phenomenon is still in its infancy - and will continue to grow. Here's my (updated) list of about 75 Big Brand blogs.

Anyone want to take a different approach to the math?

 

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Laura Christianson said on September 24, 2008 at 12:23 PM

I certainly believe that 12 percent corporate blogging statistic, Debbie.

It’s one of the reasons we started a business to help companies launch blogs. We don’t view ourselves as competitors with you or with anyone else; as companies begin to realize how a blog can benefit them, they start looking for folks who can help them get up-and-running, Very few people are providing that assistance—even in blogging meccas like Seattle, where a whopping 13 percent of adults read or contribute to blogs.

We appreciate all you’re doing to lay the groundwork for corporate and business bloggers, and hope we can contribute to the upswing in biz blogs, as well.

Laura Christianson
co-founder, www.HeBlogsSheBlogs.com

Andee Sellman, One Sherpa said on September 25, 2008 at 04:15 PM

Hi Debbie,
Another great blog.  Really love the way you are bringing out critical aspects of the corporate culture. Having been in corporate as a CFO and CEO for 12 years and now with nine years on the outside, I beleive that the reason why corporate blogging is not prevalent is that Corporates are so internally focused. There is no real need to look outside and the lions share of the people in a corporate organisation are focused on keeping the organisation going rather than connecting with the outside world and seeing what is really happening. Myopic may be too strong a word but it is the reason why in corporate management we see some decisions which don’t make common sense. The next couple of years as we go through a new economic cycle we’ll see these decisions washed out through the financial results and wait til we see the excuses. It’s going to be fascinating.

Debbie Weil said on September 26, 2008 at 06:44 AM

Andee,

You make a great point about the internally-focused nature of corporate culture. I’ve both experienced it myself and seen it firsthand with clients. It is indeed a liability and goes a long way towards answering, “What in heck were they thinking… ” (Lehman Bros., AIG, Fannie Mae etc.). The answer is most likely… they weren’t.

Andee Sellman, One Sherpa said on September 28, 2008 at 01:47 AM

Hi Debbie,
Now on the outside , I have this saying “Big Company Stupid” which would make me agree totally with your thought that those guys were not thinking at the time!!  may be they were thinking but not about the company or their clients.  Probably tuned into the radio station WIIFM!!!


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I’ve been writing about corporate and CEO blogging and business use of social media for over a decade. I welcome your Comments if they are on topic. I delete them if inappropriate or spammy.

 

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