New from me on Voce Nation:
University of Massachusetts Dartmouth Center for Marketing Research is out with its latest update on social media usage by Fortune 500 companies in 2015 and there are some big surprises here.
First, far fewer companies maintained active blogs last year, just 21% , or a little over 100 companies. That makes two years in a row that usage declined, with this tactic peaking at 34% in 2013 and beginning a decline in 2014. That means fewer companies see the value in long-form content, though the study doesn’t make it clear whether it’s counting blogs that may be hosted on Tumblr or Medium. Many brands have migrated their content publishing to those platforms in the last couple years and it would be interesting to know if those are included in these stats.