Survey: Japanese Companies Ignore Bloggers - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
News

Survey: Japanese Companies Ignore Bloggers

Bloggers chat about companies quite a bit, but their attention isn't returned, according to a new survey that reinforces the notion that company communication is trusted in Japan.

MANHASSET, N.Y. — Japanese bloggers routinely blog about companies and products, but companies often do not communicate with bloggers, according to an online survey of 213 respondents by global public relations firm Edelman, conducted with Japanese firm Technorati Japan.

Most bloggers—84.5 percent are communicating about companies and their products, with 49.3 percent doing so at least once a week. But companies are not communicating with most bloggers. A majority of bloggers— 55.4 percent— said companies never communicate with them.

The survey reinforced the notion that company communication is trusted in Japan, with 70.4 percent of Japanese bloggers saying the corporate website is trustworthy or very trustworthy as a source of information on products, while 62.9 percent indicated that they find the corporate news release trustworthy.

By contrast, last year's similar Edelman/Technorati American-based study indicated that only 26.2 percent of English language bloggers trusted the corporate website, with a mere 4.9 percent saying the same thing about news releases.

"What these results show is that while Japanese bloggers are communicating about companies or products all the time, companies are not communicating with them enough, even though conventional methods of corporate communications are still more trusted in Japan compared to America," said Edelman North Asia President Robert Pickard. "This seems to argue in favor of companies supplementing their traditional one-way monologue communication of messages by engaging with bloggers online through a new two-way dialogue where conversations are key."

Seventy percent of the survey's respondents said they blog to create a record of their thoughts; 63.8 percent said that they blog to create a record of the information gained; and 58.7 percent said that they blog'to share information gained with others.

Just 4.7 percent of the Japanese bloggers surveyed said that the primary reason they blog is to raise visibility as an authority in my field.

By contrast, 33.9 percent stated in a similar Edelman/Technorati American-based study of English language bloggers last year that this is their primary reason for blogging— seemingly a significant cross-cultural difference.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
2021 State of ITOps and SecOps Report
2021 State of ITOps and SecOps Report
This new report from InformationWeek explores what we've learned over the past year, critical trends around ITOps and SecOps, and where leaders are focusing their time and efforts to support a growing digital economy. Download it today!
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

News
Becoming a Self-Taught Cybersecurity Pro
Jessica Davis, Senior Editor, Enterprise Apps,  6/9/2021
News
Ancestry's DevOps Strategy to Control Its CI/CD Pipeline
Joao-Pierre S. Ruth, Senior Writer,  6/4/2021
Slideshows
IT Leadership: 10 Ways to Unleash Enterprise Innovation
Lisa Morgan, Freelance Writer,  6/8/2021
Register for InformationWeek Newsletters
Video
Current Issue
Planning Your Digital Transformation Roadmap
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
White Papers
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll