Corporate blogging in Sweden, Finland and Norway – but not in Denmark!
Burson-Marsteller (PR Agency) has surveyed 132 listed companies in the Nordic region, with a market capitalization of more than 1 billion euro.
Hans Kullin who is working with Burson-Marsteller is blogging about some of the results – and sharing a presentation:
Burson-Marsteller found that 12 out of the 132 companies in the survey have at least one company sponsored blog – and that most of them are in Sweden (10) – while there is 1 in Norway and 1 in Finland. And NONE in Denmark!
I am a bit surprised to learn that Swedish companies are this far ahead? I know they have more large companies in Sweden and that Swedes are more sophisticated than Danes in many ways – but still – what is the explanation?
And how many of the surveyed companies had internal blogs? Because in my experience a lot of companies start of with social tools internally – before they eventually feel ready to go public?
Hans Kullins blog offers more information on the survey and a whitepaper to download.
More information from Burson-Marsteller (in Sweden)
november 25, 2008 @ 00:06
[...] har lige blogget på Socialsquares blog om en undersøgelse som Burson-Marsteller har lavet om corporate blogging i 132 store virksomheder [...]
november 26, 2008 @ 21:18
Hi Trine-Maria
I know that the Danish companies are a bit slow but lets not get carried away. Have you seen the blogs? There are 12 listed in Sweden. 2 of those are closed. 2 companies have two blogs listed. So in total only 8 companies have blogs. And here 1 haven’t posted anything since 2007 (and therefore closed in my opinion) and one have only 4 posts since March.
So in real life there are only 6 companies left which have blogs and two of them have only tranee or student blogs (not that they are not good blogs but…)
And Norway and Finland… Well Norway have one tranee blog and Finland – well they have Nokia :)
So perhaps we are not that far behind? I don’t know? Perhaps the Danish companies are smart and only wants to make a blog when they really need one? Well – that’s properly not the real story :)
I really wants Danish companies to blog too – and yes Denmark are slow in terms of blogging – but perhaps not THAT slow :)
november 26, 2008 @ 23:23
Hi Christian – You sure have done more research than me on the actual blogs – thanks! And I am glad to hear that at least the Swedes are not all immensely successful ;-)
But we still have to recognize that at least they have started blogs – they have dared to dip their feet – they have decided somewhere a long the way, that the best way of testing new social tools is out in the open (with the clear possibility to fail).
So I still grant them a lot of credit for trying – and I still think more Danish companies should dare more in this new field of tools – if you prevent bad things from happen (because you are afraid of failure) you also prevent good things to happen (learning, dialogue, experience).
So the Swedes are now more experienced (they have even tried to close a blog down!) – and if they evaluate their effort so far they hence have a far better chance of success the next time they dive in :-)
november 27, 2008 @ 07:42
I totally agree with you. My point was just that this survey didn’t give a true picture of the corporate blogs in Scandinavia. And yes – the only way to succes is to try. If you don’t try and fail – how can you evolve? :)
december 1, 2008 @ 14:29
Thanks for this one. Burson-Marsteller apparently made a small error in its slides.
Last time I looked ABB had CH014855661 as its ISIN (International Stock Identification Number). This makes it not a Swedish enterprise but a Swiss one (where its headquarters are).
Nevertheless, we added the two companies we did not yet have for the FT ComMetrics Blog Index here: http://FTindex.ComMetrics.com
Thanks for the nice post.
december 23, 2008 @ 22:51
@Urs The requirements we set up included that the companies should be listed on a Nordic stock exchange and have a market cap of at least 1 billion euro. ABB fit that description and was therefore included in the survey.