A new study has found that more companies are forgoing blogging in favor of engaging with customers through social media platforms like Facebook and Twitter.
The Center for Marketing Research at the University of Massachusetts Dartmouth has studied the social media habits of seven of the top 25, and 28 of the top 100 companies from the 2011 Inc. 500 list.
Its latest report has revealed that blogging has declined for the first time among Inc 500 companies. Only 37 percent of those studied use a blog in their marketing efforts, compared to 91 percent that use social media.
Unsurprisingly, Facebook is the most popular platform among the group with 74 percent using it. The social network narrowly beat out LinkedIn, which is used by 73 percent. Twitter rounds out the top three with 64 percent.
Ninety percent of Inc. 500 companies believe social media is important for brand awareness and reputation management, 88 percent use these tools for generating web traffic, and 81 percent rely on it for lead generation.
While 92 percent of those polled admitted to finding blogging successful, the use of blogs has dropped to 37 percent from 50 percent in 2010. Fortune 500 company blogs are also on the low side at 23 percent.
Social media is evolving and more marketers are turning to it to help with company goals. However, while interest is high, we don’t recommend that you ditch your blog and focus entirely on social platforms. Rather, it’s worth re-evaluating your goals and determining how these tools — blogs included — can help you achieve them.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.