Mark Schaefer (@markwschaefer on Twitter), a consultant, author, and college educator, and Executive Director of Schaefer Marketing Solutions, set out to identify the 10 best corporate blogs in the world.
He slogged through the good, the bad and the blah, reviewing hundreds of corporate websites:
“Amid the coal pile that is the state of corporate blogging today, I did manage to find a few diamonds that don’t bore to tears with pronouncements, promotions and product announcements (the Killer P’s).”
His research led to 3 general observations:
- The best blogs are dominated by the tech sector.
- Corporate blogging has evolved far beyond the idea of personal journaling.
- There is a chasm between the adoption of blogs at large companies versus the rest of the world. A study showed that only 22% of Fortune 500 companies blog, compared to 45% of the Inc 500’s and about 80% of non-profits.
His picks for the top 10 corporate blogs, in no particular order, with each one’s goals:
Caterpillar – Goals: Problem-solving, community-building, loyalty
Starbucks – Goals: New product development, engagement
Marriott – Goals: Customer satisfaction, sales, crisis management
Wegman’s – Goals: Direct sales, loyalty
Manpower – Goal: Thought leadership
General Electric – Goal: Brand Awareness
Fiskars – Goals: Customer engagement, brand awareness
Southwest Airlines – Goals: Enhance corporate image and integrate with traditional media
Patagonia – Goals: Compliment brand image, engage community
Whole Foods Market – Goals: Compliment brand image, direct sales
photo by Sean MacEntee