A growing number of companies are ditching corporate blogs in favor of faster, more efficient social media platforms like Facebook and Twitter, according to recent research. The shift reflects declining interest in long-form content and the challenges of maintaining an active blog.
A 2011 study by the University of Massachusetts Dartmouth revealed that only 37% of fast-growing Inc. 500 companies maintained blogs, down from 50% in 2010. Similarly, just 23% of Fortune 500 companies had blogs, a figure unchanged from the previous year after years of growth.
Nora Ganim Barnes, a professor behind the study, noted that blogging demands significant effort, including regular content updates and legal considerations such as defamation risks. “Blogging requires more investment,” she said. “You need content consistently and must manage comments and liabilities.”
Many businesses, including major players like Bank of America, Owens Corning, and OkCupid, have either stopped updating their blogs or skipped them entirely in favor of platforms like Facebook and Twitter. “They want to be where their customers are,” said T.J. Crawford, a Bank of America spokesperson.
OkCupid, once lauded by Time magazine for its blog, paused updates in 2011 but plans to revive it. Others, like dating site OkCupid, never prioritized blogging, opting instead for real-time social engagement. “Twitter has a lot of noise,” Barnes acknowledged, “but companies may later return to blogs for deeper content.”
Some firms avoid blogging due to regulatory concerns. Core-Mark Holding, a fresh-food distributor, refrains from blogging to prevent potential conflicts with federal disclosure rules, said Milton Gray Draper, its investor relations director.
Others underestimate the effort required. “They treat blogs like newsletters or ads,” said Pete Steege of Rimage, a digital storage firm. Poorly written, overly promotional blogs also fail to engage readers, noted Lou Hoffman, a communications consultant. “Companies don’t realize blogs shouldn’t just be ‘about me.’”
Despite the trend, some argue blogs remain valuable. Ford’s social media head, Scott Monty, said well-executed blogs help executives establish industry expertise. Rimage’s Steege added that blogs fill gaps in media coverage, allowing firms to discuss customer issues without overt sales pitches.
While social media dominates corporate outreach, blogs still serve niche purposes—if companies commit to quality content. The key, experts say, is balancing authenticity with strategic goals.
Relation topics:
- How Does a Content Management System Support Blogging?
- How Does a Content Management System Support Blogging?
- How Can You Find the Perfect Catchy Blog Name?
