The corporate world has discovered blogging. There are two diametrically opposed views of it. It is either a phase shift in corporate communications ("Blogs will change your business" Business Week 2nd May 2005) or a new corporate apocalypse "Attack of the blogs" (Forbes 14th November 2005).
Blogging seems to be evolving from a fringe phenomenon into something more widely adopted in society as a whole. Blog search engine Technorati now indexes 22 million blogs.
This white paper sets out to answer questions we are often asked by customers:
- How important are online commentators to my business?
- How important are bloggers in particular?
- Can their influence be measured?
- If so how?
- Are bloggers really a unique threat to corporate reputation, as Forbes suggests, or a huge opportunity as Business Week implies?
- And if so why?
By Market Sentinel, Onalytica and immediate future