The survey found that as few as 23.2 percent of respondents – who were all from Fortune 1000 companies – used blogs as a business tool. This is largely because many executives are still skeptical of the benefits that blogging can provide, with 36 percent indicating that maintaining a blog didn't provide enough return on investment to justify the budget.
However, the ones that do use blogs found the opposite to be true. One-fifth of respondents (20 percent) said that blogging was an excellent way to generate new leads, while others indicated that blogging helped them become industry thought leaders.
"Blogging and the web have drastically changed the face of communications in America and surprisingly, many of the largest companies have yet to embrace this form of media," said Caroline Vanderlip, CEO of Blog2Print and parent company SharedBook. "Used effectively, the blog can speak to multiple constituencies, both online and in book form, although it seems not to be a major priority at some of today's largest companies."
As marketing budgets devoted to online channels continues to rise, blogging may become more popular. The research firm eMarketer anticipates that companies will spend as much as $28 billion on internet marketing in 2011.