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Corporate Blogging To Catch Fire?

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According to the findings of JupiterResearch, corporate blogging is about to become big – really big. It seems these expectations may be impossibly optimistic, as a matter of fact. But JupiterResearch believes that “nearly 70 percent of all site operators will have implemented corporate blogs by the end of 2006.”

Corporate Blogging To Catch Fire? Maybe Not
Corporate Blogging To Catch Fire? Maybe Not

The JupiterResearch company describes itself as a “a leading authority on the impact of the Internet and emerging consumer technologies on business.” But the Fortune 500 Blogging Wiki can also claim some impressive credentials – it “is a directory of Fortune 500 companies that have business blogs.” And their site states that only 5.8 percent of Fortune 500 companies currently have blogs.

Although the Fortune 500 companies are not the sole inhabitants of the business world, the transition from 5.8 percent and 70 percent (and in the next six months, at that) would still represent a heck of a scramble.

JupiterResearch believed there was an “existing deployed base of 34 percent” of corporate blogs. It also found “that 35 percent of large companies plan to institute corporate Weblogs this year.” Add these figures together, and yes, you get almost 70 percent. But that just doesn’t sound right, even without the contradictory information from the Fortune 500 Blogging Wiki.

Inconsistent data isn’t anything new, of course. It’s good policy to always regard new studies with a little bit of suspicion; it’s also good to know how they were conducted, which the JupiterResearch press release doesn’t disclose. But the Fortune 500 Blogging Wiki information seems much more in touch with the “scene;” I wouldn’t expect an explosion in corporate blogs in the next six months.

Big hat tip to the Diva Marketing Blog for discovering these contradictions.

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Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.

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