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Corporate blogging among listed Nordic companies

Burson-Marsteller, were I work, has surveyed the adoption of corporate blogging among listed companies in the Nordic region, with a market capitalization of more than 1 billion euro. We found that 9.1%, or 12 out of the 132 companies have at least one company sponsored blog. Four of those 12 companies with blogs have two or more blogs associated with the company.

Corporate blogging is much more common among the large corporations in Sweden than in the other Nordic countries. Ten of the 56 companies (17.9%) that are listed on the Swedish Large Cap list have one or more corporate blogs. That is an even higher percentage than the 14.8% of Fortune 500 companies with corporate blogs, identified in a separate survey done by Burson-Marsteller in February and March this year. Finland and Norway are lagging considerably with only one company each with a corporate blog (of 27 and 25 respectively) while in Denmark none of the 24 companies have a corporate blog.

corporatebloggingwhitepaper A white paper can be downloaded here (pdf) and graphs and more info found here (although the press release is in Swedish).

Other findings:
– Nine out of the twelve companies have commenting functionality enabled on at least one blog.
– Three out of the twelve companies have trackbacks enabled on at least one blog.
– Nine out of the twelve companies have RSS enabled on at least one blog.
– Two out of twelve companies have social bookmarks enabled on at least one blog.
– Industrials is the sector with most blogging companies (4), followed by Telecommunications Services (3), Information Technology (2), Consumer Discretionary (1), Financials (1) and Energy (1).

This research was conducted during August and Sept 2008 and studied proactive blogging activities within the Nordic Large Cap list which includes corporations with a market capitalization of at least 1 billion euro and that are listed in Denmark, Finland, Norway or Sweden (as of July 18, 2008).

* Tele2 and West Siberian Resources Ltd. have shut down their blogs since the research was performed.

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Posted in Blogging, Business, Statistics.

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