Success in a large scale corporate blogging environment

Blogging in the enterprise is becoming increasingly popular and one of the most used buzzwords in social media. Research has shown that there are benefits to the organization in the form of improved communications and increased engagement with the use of social media. On the individual side, developing a reputation and sharing knowledge are also key drivers of success. However, participation in social media and blogs tends to be low and many blogs are abandoned after just a few posts. This research asks the question of what makes a popular or successful blog in a large enterprise. We will review four key statistical measurements of blog success and apply that model to an inventory of 1,050 blogs created within a large telecommunications company. These four measurements include blogs posts, end user comments, visits, and community rating; each of which help define a different perspective of success. The blogs will be categorized in one of seven classifications and then reviewed to determine which type of blog is the most successful and why.