Do people still see blogs are a indivudual activity instead of a ‘corporate business’ tool? Is that why business are slow to adopt?
I posted the following reply:
As the CEO of a software company that focuses only on the Corporate and Business Blogging market. I’d like to take a shot at addressing some of the above comments with regard to adoption.
One of the big reasons that business has not adopted blogging is that the tools are inadequate. The typical blogging software is designed for the individual “citizen journalist”, not actual businesses.
Some examples include control and compliance. Corporations have a responsibility and liability to control every syllable of content that appears to be associated with them. We see clients that want to have lot’s of employee and customer involvement but the solutions mentioned offer no method to manage approvals, edits, etc… Forrester cites ‘Fear’ (which means lack of control) as one of the main reasons corporations don’t blog.
Another huge reason has to do with ROI. If it can’t be measured many organizations find it difficult to justify investment in either time or financial resources.
Our clients measure ROI on Search Engine Optimization. As a business software, Compendium includes an analytics package and integrates with other commercially available tools, so that the ROI of blogging becomes clear.
Additionally, most blogging software organizes content around Authors. This works for journalism, but not for SEO and not for Topic driven business need. Content needs to be organized around keywords based on what people are searching for to be a truly effective business asset.
Thanks for the post,
Chris Baggott
CEO/Co-founder
Compendium Blogware
http://www.compendiumblogware.com
