Many leaders don’t understand blogs

Only a small number of executves among Fortune 1000 companies are convinced “to a great extent” that corporate blogging is growing in credibility either as a communications medium (5%), brand-building technique (3%) or a sales or lead generation tool (less than 1%), and most executives are “somewhat or not at all” convinced of blogs’ growing credibility in these areas, according to the newly issued Makovsky 2006 State of Corporate Blogging survey. A national phone survey of 150 senior executives, conducted by Harris Interactive, found that only 30% of senior executives have a “thorough understanding” of the term “Internet blog” and only 21% said they actively read business blogs at least weekly. The study found that 80% of Fortune 1000 companies have no formal process for monitoring the blogs that are written about them.

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