Corporate blogging is living up to all the hype, says the results of a recent study and a series of case studies

The blogging study reveals thought leadership, web promotion and rapid communications are key benefits to blogs. Case studies demonstrate how focusing on customer ideas helps turn customers into brand evangelists and improves search engine rankings.

BOSTON, MA, June 30, 2005 -- Backbone Media, Inc. a Boston based Internet marketing consultancy announced the release of its 68 page 2005 corporate blogging survey ( and a series of case studies today. The blogging survey sought to understand what results business bloggers have received from their blogs.

Backbone Media, Inc. asked bloggers at hundreds of companies to participate in an online survey and conducted in-depth interviews with six companies, including IBM, Microsoft, Maytag, and Macromedia. Specifically the survey asked respondents what sales, PR, search engine optimization and product development results bloggers have seen from their blogging initiatives. Backbone Media, Inc. analyzed the results and has developed a 68-page white paper, companion website and blog that describes how a company can build a successful blog.

Backbone Media President Stephen Turcotte remarked on the survey, "Looking at this from the perspective of an Internet marketer, there are obvious SEO benefits to publishing relevant content that is search engine friendly and getting more backlinks. However, a successful blog can do so much more. It can build a better company."

The survey discovered that for the majority of the survey sample, corporate blogs are living up to all the hype. Corporate blogs are giving established corporations and obscure brands the ability to connect with their audiences on a personal level, build trust, collect valuable feedback and foster strengthened relationships while and at the same time benefiting in ways that are tangible to the sales and marketing side of the business.

John Cass, Backbone Media's Director of Internet Marketing Strategies, commented: "Every company is at a different stage in their blogging efforts, some are dipping their toe into blogging and getting good results, in terms of higher search engine rankings and thought leadership, while others have changed their whole product development process to make their company as open and transparent to customers as possible. The benefits of blogging are many, but it seems that to build and achieve the best results using blogs, a company must cross a cultural chasm that turns customers into brand evangelists."

Backbone Media, Inc. is an Internet Marketing consultancy based in Waltham, Massachusetts. Backbone takes an integrated online marketing communications approach with their clients, first setting a strategy then using such appropriate Internet Marketing tools such as SEO, PPC, e-mail marketing and CMS driven websites to get results for their customers.

John Cass
Backbone Media, Inc.
1-781-899-4050 Ext 210

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