Lots of interesting resluts have come out of the recent Eldeman/Technorati Blogger Survey.
The survey shows a disconnect between the ways companies have traditionally communicated with the blogosphere and how these bloggers want and expect to be communicated with now. The top-down, one-way, press release culture has to be supplanted by an approach based on dialogue and co-creation of brands and corporate reputation. In fact, in many of our client programs we’re already seeing a fundamental re-ordering of the relationship between markets and marketers, with the blogosphere providing a channel for real input and dynamic discussion. Smart companies have also recognized the potential for inside-out communications, with empowered employees and informed consumers as the best sources of credible commentary.