NEW YORK: Peppercom last week released a survey revealing that fictionalized or overly commercialized blogs and blatant ghostwriting were among the gaffes plaguing corporate blogs.
More than 200 marketing and PR professionals responded to the e-mail survey, which asked them to highlight the biggest mistakes corporations were making when blogging.
More than 70% of professionals found fake, hyper-promotional corporate blogs to be the biggest blunder companies committed. More than half also criticized corporations for using "obvious ghostwriting" on a blog or starting one without determining its purpose.
Steve Cody, Peppercom co-founder and managing partner, said the results showed corporations that they need to understand the environment before plunging in.
"They need to ensure they have done enough due diligence to not make the mistakes that others have made," Cody said. "The best way to undermine a corporate reputation [in this environment] is to launch a blog as an electronic brochure."
Among the positive results were that 62% of respondents said a blog was an appropriate venue for open communication with stakeholders, and 80% said the correct blog setup could improve that dialogue.
Peppercom SAE Andrew Foote noted that these results reinforce the idea that well-done blogs are an enriching conduit between customers and corporations.
"Blogs establish a dialogue and can help position a CEO as a thought leader," Foote said.
Cody said Peppercom issued the survey as a step in its plan to become more well-known in the blogging environment.
"More of our clients are asking us our opinions on blogging and rather than rely on secondary information, we launched a survey of our own," Cody said, adding that the company had also sponsored a webcast on blogging and started its own agency blog on reputation management issues at repmanblog.com.