Our Corporate Guide To The Blogosphere

January 10, 2007 | 55 comments | permalink

Over the last few months Edelman has produced a number of studies on the blogosphere to help our people and therefore our clients, understand and engage better. I have blogged about these in the past, but today we are making available a brochure (how old media is that?) that incorporates a number of these studies from around the world. For those of you who follow these things closely, some of this will be old hat, but we hope that there is value for everyone in pulling it together in one place. You are most welcome to download this PDF. Some of the key points include:

* Blog readership levels vary significantly by market, but “influencers” everywhere are more likely to read blogs. Bloggers tend to be younger and tend to be male.
* Blogs spur readers to take action. For example, 78% of German readers of blogs have attended a public meeting on a local issue covered in a blog.
* The most influential blogs tend to be in technology, followed by politics, personal journals or entertainment.
* Multinational companies such as McDonalds, Microsoft (Edelman client) or Samsung (Edelman client) draw more attention from local bloggers than major companies headquartered in a local market.
* Respondents in the Asian countries surveyed—China, Japan, and South Korea—all read blogs with significantly more frequency than in the United States or Europe.

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  1. Pingback from Our corporate guide to the blogosphere at PR Thoughts on January 11th, 2007 :

    […] You can get some key points on David’s blog. […]

  2. Comment from steve clayton on January 14th, 2007 :

    Very cool David - lets hope we see more of UK Plc join the blogosphere in 2007. They seem to be missing the game right now!

  3. Trackback from BloggingTom on January 15th, 2007 :

    Corporate Guide To The Blogosphere

    Von Edelmann gibts ein neues White Paper namens “Corporate Guide To The Blogosphere” ber die Blogosphre, das die Ergebnisse vergangener Studien mit einer Befragung von Strategy One verbindet. Schade nur, dass sich auch in diesem White Pa…

  4. Pingback from Swiss Metablog » Edelman Global Guide to the Blogosphere on January 26th, 2007 :

    […] Kürzlich hat Edelman seinen Corporate Guide to the Global Blogosphere publiziert (PDF-Link). Darin wird die aktuelle Lage in Asien, Europa und den USA analysiert und gleichzeitig dargelegt, was bei diesen Peer-to-Peer Conversations anders ist als Firmen es gewohnt sind, und wie sie davon profitieren können. Hier zwei kurze Zitate: Why Companies Need to Engage with the Blogosphere A company’s natural tendency is to control messages and communicate at audiences, which works well when you are advertising but is inappropriate if you are engaged in a dialogue. The peer-to-peer conversation is based on mutuality of interest and shared expertise, not on the demographic segmentation that has characterized corporate thinking for the past 50 years. We are convinced that by engaging the blogosphere in a transparent manner, companies can have their viewpoints heard. We are committed to facilitating this evolutionary process, from control to credibility, from messaging to conversation, because effective public relations depends ultimately on earning trust every day. […]

  5. Pingback from Edelman releases two new studies along with highlights of a third - download them here | Internet Marketing Blog on February 14th, 2007 :

    […] 2. A Corporate Guide to the Blogosphere (links to Edelman Europe CEO David Bain’s blog entry; download the PDF here) […]

  6. Pingback from » A guide to the blogosphere Joanna Tidball: Web consultancy and copywriting on March 28th, 2007 :

    […] For anyone who’s looking for insight into the impact of blogs in different regions and countries around the world, the recently-published Corporate Guide to the Blogosphere would make useful reading. The report, from public relations firm Edelman, highlights the fact that even though the blog phenomenon is global, there are important regional and local differences in how blogs are consumed and what this means for companies and organisations that want to engage with bloggers and their readers. […]

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  9. Pingback from My WPC session - all the resources - Noticias externas on July 11th, 2007 :

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