The MidMarket panel are companies with more than 100 employees and less than 1000. In this report, the consumption, plans and implementations of blogs are presented. We also review the major drivers and key features that the MidMarket panel appreciate about the blogs they read.
We also define blogs as a web site that is updated regularly by an individual, mostly to report on events or information and provide personal commentary. They are typically used to improve communications with key audiences – customers and employees for example – and to create and leverage group wisdom.
There are positive brand effects for companies serving the MidMarket as many MidMarket panel members felt more positively about the brands of companies with blogs than without. More importantly, MidMarket companies with blogs had significantly higher customer satisfaction, employee satisfaction, revenue per employee and market share than the non-blogging MidMarket peer and competitor.
