Only 5% of UK corporations use blogs on a regular basis, according to the WebTrends-commissioned "Marketing in the Dark" report, conducted by Loudhouse Research in January 2007.

WebTrends contrasted this finding with the 85% of marketers who thought an effective Web presence was important in achieving sales and marketing objectives.

"Blogging is much more than a 'nice to have' in business today," said Nick Sharp, vice president and general manager of Europe, the Middle East and Africa at WebTrends, in a statement. "Corporate blogs can be very effective communication tools within or on behalf of a corporate community."

But business blogging is different from other parts of a firm's Web presence, and companies may have good reason to think twice before pouring out their corporate souls online.

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