The Fortune 500’s Tepid Embrace of Blogging

According to the PR Communications blog, only 83 companies, or 16.6%, of Fortune 500 companies have a blog that talks about the company its products.

Given a blog’s potential value as a communications and marketing tool, it seems like a low number, particularly for companies that have the financial resources to hire people who could create and write a blog, as well as a large number of customers to target.

So, why has blogging been so tepidly embraced by large companies when it seems like such a no-brainer?

Perhaps the biggest reason may be that blogging is not easy to do. Unlike a quick tweet or update, blogging requires planning, thought, ideas and, ideally, someone with writing talent.

Having a successful blog also means accepting and responding to comments, monitoring other blogs that are talking about their companies, products and industries, and getting engaged with the blogosphere by building relationships with bloggers.

In other words, it can be a lot of work.

The other problem is having someone to do all this work costs money – something that many companies may be reluctant to spend given the ROI of social media is still being explored and blogging isn’t seen as sexy these days compared with Twitter and Facebook.

In many ways, however, blogging can provide large and small companies with a lot more benefits than Twitter or Facebook. For one, blogs can be a “content engine” that can fuel Twitter and Facebook, as well as newsletters and marketing and sales collateral.

Of the Fortune 500 companies that have a blog, which ones are doing particularly well?