Corporate blogs lagging in Europe

Europe is lagging behind the US when it comes to corporate blogging, according to a new survey.

Just two UK FTSE 100 companies have a corporate blog, compared with 14 per cent of US companies and 2.5 per cent of European com­panies.

Lewis PR has produced a white paper on the issue, using findings from the Euro­Blog 2007 conference in Ghent, Belgium.

‘Interestingly enough, with the exception of the US every country seems to think it's lagging behind the rest of the world when it comes to corporate blogging,' said Lewis global sales and marketing vice-president Ilona Hitel.

The survey of international blogging looked at 300 companies in 10 countries and found that even though companies feel they are falling behind in producing corporate blogs, they are in fact not - the arena is just not mature yet.

Lewis head of creative Jon Silk points out that the blogosphere is likely to remain dominated by personal blogging, which has grown at a ‘startling rate'.

The white paper points to companies such as Innocent Drinks as an example of how openness with consumers can pay dividends, but cautions that companies should only enter into blogging if they do it wholeheartedly. It concludes that corporate blogging requires a significant amount of time - at least five hours a week.

‘Companies around the world remain hesitant because the benefits and costs are not clear to them,' said Lewis Benelux head of creative Mark van der Wolf.

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