February 2, 2012
According to a study released by the University of Massachusetts Dartmouth, blogging among Inc. 500 companies decreased by 13% in 2011. The emergence of various social media outlets is said to be one of the main causes of the decline in blogging.
This data is based on research from the Center for Marketing Research at the University of Massachusetts Dartmouth which conducted an in-depth study on the usage of social media in fast-growing corporations for its fifth consecutive year.
In 2010, 50% of Inc. 500 companies had a corporate blog, according to the research. This number plummeted to just 37% in 2011, but 92% of companies that remained active in blogging reported this initiative was still successful.
From the research, “The data indicates that blogging has peaked in the business sectors and is now being replaced by other tools.” New social media outlets and the expansion of the most popular outlets are seen as having a role in the shrinking utilization of blogging. While just 37% of companies use blogging as a social media strategy, the data shows 74% of Inc. 500 companies use Facebook, followed by LinkedIn with 73%, Twitter (64%), and YouTube (45%). All of these social media outlets have experienced a gain in adoption in 2011.
The social media landscape is changing among Inc. 500 companies, shifting from “old” to “new.” Blogging experienced its first decrease in usage according to the research, while other social media outlets are being adopted more each year.