A forthcoming study from the PR firm Porter Novelli finds that most corporations report growth in their web traffic and media attention after they dip their toe in the blogosphere.
These results are not surprising. It is pretty well established that journalists have a greater appetite for blogs than the average Internet user. Successful blogs attract loyal audiences — individuals that can be steered into the rest of the website with periodic announcements or invitations.
Ironically, most of those same firms acknowledge they didn’t start the blog to achieve these goals, but rather to experiment with a hot phenomenon. In fact, about six in ten of the respondents report having no particular goals (63%) or guidelines (57%) for their corporate blogs.
Is there any reason why nonprofit organizations would have a different experience? I can’t think of one offhand.