About 70% of brand coverage by bloggers around the world is disconnected from the core messages being promoted by digital marketers, according to a study by PR firm Burson-Marsteller.
Distortion of Company Messages by Blogs by Region, May 2010, (c) eMarketer
Some degree of message distortion is inevitable, but experts say that companies can reduce the noise by creating powerful content of their own – if bloggers can link directly to high-quality content, the theory goes, they’re less likely to put their own spin on things.
Nearly three-quarters of blog posts don’t reflect corporate messaging
Marketers and other corporate communications professionals may sometimes feel they have a thankless task: carefully craft messages about their company’s thought leadership, social responsibility efforts and new product or service launches, only to find those messages distorted as they’re disseminated through the media.
