A recent Forrester report shows B2B blog adoption dropping off sharply from 2006 to 2007, and it predicts a continued drop in 2008.
Why? MediaPost shares:
“The gap between blog hype and reality widened in 2007,” said Laura Ramos, Forrester analyst and chief author of the report. “After counting 36 companies that started promoting corporate blogs on their Web sites in 2006, the number of B2B firms starting up blogs dropped sharply to 19 in 2007.”
One of the big problems with blogging is that it’s too easy. Twenty seconds on WordPress.com and you can start posting to the world at large without having to talk to a single person in the IT department.
But there’s a big difference between simply blogging and blogging well, and that’s why businesses aren’t necessarily seeing the kinds of results that blogging hype has promised them.
To be fair, hype is hype, and there was a lot of it in 2006 (although the trend still points upward). I can understand why some companies who haven’t seen ridiculous upswings could think they’ve been had.
There really is value to be gained form blogging, but it’s all about the kinds of conversations you start and the relationships you build, not it how well you can, in the approximate words of Eminem, “get up on the mic and spit it.”
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