Currently, 157 companies on the Fortune 500 list (31%) have public-facing corporate blogs, a decrease of 3% in the number of blogging companies from 2013 levels, according to according to recent research conducted by Nora Ganim Barnes, PhD, at The Center for Marketing Research, University of Massachusetts, Dartmouth.
Companies that blog include two of the top five corporations on the 2014 Fortune 500 list (Wal-Mart and ExxonMobil), leaving the other three (Chevron, Apple, and Berkshire Hathaway) without a public-facing blog.
In 2011 the same study found only 23% of Fortune 500 companies had a public-facing corporate blog. In 2012, this increased to 28%, and then to 34% in 2013 before dropping a bit this year.
Most companies that choose to blog do so regularly and effectively: 78% of the public-facing blogs from Fortune 500 companies are kept current, take comments, have RSS feeds, and take subscriptions, the analysis found.
Blog use varies widely by industry: For example, 44% of specialty retail companies have a corporate blog, whereas only 7% of companies in the mining/crude-oil production vertical have a blog. Industries with no public-facing blogs include tobacco, pipelines, and railroads.
Below, additional key findings from the report.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji