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How to stop bloggers from distorting your online messaging

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

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.

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Social Media Marketing Spendings to Rise or Plunge?

(c) Forrester Research

(c) Forrester Research

A new study from Forrester Research is predicting a shrinking ad market over the next five years, with a very positive prediction for online advertising: they expect the U.S. interactive ad market to reach $55 billion during that timeframe, meaning marketers will go from spending 12 percent of their total ad budgets online in 2009, to 21 percent by 2014!

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