Pilot Light

Inferno is a PR consultancy. This is not. This is Inferno’s blog.

Puppets, muppets and blogs

with 2 comments

Buying the Blog

Sometimes it seems like we live in a permanent cycle of crazes. No sooner has Leonardo sheathed his Ninja sword on his turtle shell than Dr Who brandishes his sonic screwdriver. The hypey world of technology and social media is no different. No sooner has Friends Reunited faded than Facebook comes along and so the cycle continues. It can be difficult to work out which is the puppet and which is the muppet.

Twelve months or so ago, blogs were at the “peak of inflated expectations”, to use Gartner’s Hype Cycle metaphor. But blogging was then a mainly consumer activity. With a few pioneering exceptions, businesses weren’t blogging. Simply put, its value as a business tool was not proven. Then some US studies started to examine the case for business blogging, some books on the subject were published and it seemed the business community was waking up to the power of social media.

But, while the US can be a good indicator of future UK behaviour, there are enough differences between the two countries to see the need for a UK-centric view of business blogging. How many UK businesses are involved in blogging? Do they see it as a valuable business tool and if so, in what ways?

At Inferno, we wanted to know the answers to these questions and rather than wait for someone else to do it, we decided to research the matter ourselves. So, we asked Billy Hamilton-Stent at Loudhouse Research to look into the matter for us. The result was a research report called “Buying the Blog” which we launched at the Lords Media Centre last week. It surveyed 300 managers from UK companies of more than 250 employees on their views of blogs and blogging.

To help us launch it were Hugh McLeod, Neville Hobson and for an overview of the research findings, Billy Hamilton-Stent. The audience of senior PR and marketing practitioners were raving afterwards about how valuable and interesting they found the event – so thank you guys!

Reaction to the results themselves varied. I was surprised that as many as 50% of UK companies are now involved in blogging, but others were less surprised. What was clear though, is that a full year or more on from the peak of blogging hype, those UK businesses that took a more cautious attitude to business blogging are now ramping up their involvement in the blogosphere. The survey found that 64% of UK corporate blogs have been launched in the last 6 months. And, perhaps most encouragingly 86% of companies that have a blog credit it with generating more business opportunities for their company.

So, the trend is clear – UK businesses see the value of blogging and are now experimenting with how it can add value to their businesses. As we said at the launch, the risk is that businesses rush headlong into blogging without thinking and start to behave inappropriately. A blog is not the place to sell, it is the place to start genuine relationships that offer indirect value to their businesses. Some will need some help to get the balance right, which is where businesses like Inferno will be needed.

We thought you may like to see some of the presentations that Grant, Billy, Neville and Hugh gave at the event. The video highlights are posted below (if you are using a reader scroll down to see the four separate posts). There are also some great photos which can be viewed on Flickr.

An overview of the research report’s findings can be found on our website. If you would like to see the full report with all the different nuances of data, then drop Grant Currie (Inferno’s MD) a line at grant.currie@infernopr.com and we’d be delighted to take you through it.



Written by pilotlight

21/09/2007 at 5:35 pm

2 Responses

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  1. […] Event organizers Inferno PR video-recorded everyone’s presentations, including mine, segments from all of which have now been uploaded to YouTube. […]

  2. Is there a business case for blogging?

    I spent several hours yesterday at a meeting in London about a business magazine I’ve been editing for a while. It’s published by a technology services company. It was a great meeting and we had lots of ideas about moving

    Getting Ink

    05/10/2007 at 9:40 pm

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