Jeff Nolan asks whether business decision makers read blogs, on behalf of his CMO.
In the comments, I argue that it doesn't matter:
You're right Jeff, this is an important question that deserves answering. I'd argue it's the wrong question though, and it doesn't actually matter whether business decision makers read blogs (I don't think "reading" a blog is a good qualifier, anyway - a lot of people wouldn't know whether they're looking at a blog or not - it's just a web page they clicked on when they searched "SAP" on Google). I think CMOs should actually be asking themselves "is an opinion expressed about my company/brand/product/service online worth knowing about?" If not, then fine, walk away. If it is, then forget about who else is reading it. Just make sure you are!
You're right Jeff, this is an important question that deserves answering. I'd argue it's the wrong question though, and it doesn't actually matter whether business decision makers read blogs (I don't think "reading" a blog is a good qualifier, anyway - a lot of people wouldn't know whether they're looking at a blog or not - it's just a web page they clicked on when they searched "SAP" on Google).
I think CMOs should actually be asking themselves "is an opinion expressed about my company/brand/product/service online worth knowing about?" If not, then fine, walk away. If it is, then forget about who else is reading it. Just make sure you are!
Does your CMO care about opinions expressed online about your company, and if so is he/she reading them?