October 17, 2004

Oct 2004 State of the Blogosphere: Corporate Bloggers

This is part 4 of a series on the growth of the Blogosphere, its impact on individuals, corporations, media, politics, and technology, Part 1 covered the overall growth of the blogosphere, part 2 covered the volume of postings, and part 3 covered the growing influence that bloggers are having, and compared them to the online presences of traditional mainstream media.

Today I'll discuss a small but influential segment of bloggers - Corporate Bloggers. These are people who blog in an official or semi-official capacity at a company, or are so affiliated with the company where they work that even though they are not officially spokespeople for the company, they are clearly affiliated. For example, the folks in SAP's developers program get blogs if they want them, and are available to anyone who joins the (free) SAP developers network. This group also includes folks at Sun Microsystems and at Microsoft, where employees are actively encouraged to blog.


The chart above (click on it to see a larger version) shows some of the organizations that are at the forefront of the corporate blogging wave. In addition to the big corporate names and the bloggers at companies involved in the blogging space, there are a large number of individual consultants, small business owners, and individual CxO bloggers - about 3,000 that we have identified as of October 2004 - which fill the “other” category. These are folks who are blogging about what is going on at their businesses, but either because of the small number of people at the business, or the small number of bloggers at the individual business, we aggregated them into a single category.

Even though some of the largest technology companies are represented in this graph, to me this shows that we are still at the relative start of accepted use of blogging as a part of corporate policy - and that there is still a tremendous opportunity for forward-thinking companies and management to have a significant positive impact on their public perception by encouraging an enlightened blogging policy, encouraging openness both within and outside of the organization.

Posted by dsifry at October 17, 2004 11:22 PM | Other blogs commenting on this post | TrackBack

As always, the series are peppered with facts and evidence and imaginative predictions ... Your pies are always well cooked.

From a certain point onward there is no longer any turning back. That is the point that must be reached.
-Franz Kafka, Czech author (1883-1924)

Posted by: Jozef Imrich at October 18, 2004 04:34 AM

Great data as always. Worth considering how many companies have individuals blogging internally, too. Disney's presentation at 2.0 about using blogs etc for internal comms -- Numerica in UK -- more and more examples of companies moving toward RSS and blogs as a cheaper alternative for internal comms and collaboration.

Posted by: JB at October 18, 2004 12:21 PM


How to define a Corporate Blog? Itís not about us as a blogging community is it? As I see it itís more about convincing companies to use weblogs as part of there overall business processes - not only Communications, Marketing and PR, but also R&D and HR Ė or what?

Is there any examples besides HP, Xerox and Microsoft doing so? Any numbers for that? Any examples connecting corporate strategy with corporate blogging?

Best Regards
Hans henrik H. Heming

Posted by: Hans Henrik H. Heming at October 18, 2004 01:45 PM


Just trying to clarify the chart as I research blogging statistics on the web. The "5000" refers to the entire pie chart? Also, the pie chart depicts the entire world of corporate bloggers, even those that are not registered with Technorati, right?

Thanks and Best Regards,
Steve Shu
Managing Director
S4 Management Group
Email: sshu@s4management.com
Web: http://www.s4management.com
Business Blog: http://sshu-s4.tripod.com/blog

Posted by: Steve Shu at October 18, 2004 09:14 PM

Do you know about the CEO Bloggers Club?
- http://prplanet.typepad.com/ceobloggers/

Posted by: Stuart Mudie at October 20, 2004 11:48 AM

I'm a big Blog Advocate, and I see them as capable of being used as mini-web sites.

Blogs tend to be more dynamic and interactive than conventional web sites, which unfortunately are usually rather static in comparison with blogs.

Blogs can be digital business cards, resumes, personality profiles, sample portfolios, etc. They don't have to be limited to being "plogs" (personal diaries).

I'm even using a blog as an online art gallery for my original computer art work:


My corporate blogs display my marketing thinking:


...and my web usability expertise:


Thank you for blogging about blogs!

Posted by: steven streight aka vaspers the grate at October 20, 2004 02:54 PM

Nice! A spam that's polite, how cute :D

Posted by: Jeff Minard at October 24, 2004 11:49 PM
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