The Melcrum study of communications at large firms also found more than 40% are using podcasts and social networks, or say they are planning to do so.

Other data suggest that while a lot of firms say they plan to start blogging, that remains a matter of intent, not reality. Moreover, few companies have public blogs. Those that do appear to blog mainly for internal communications.

Public blogging by Fortune 500 firms has actually doubled since April 2006. The word "public" is key here. Although firms may use Web 2.0 for internal communications, putting company details in plain view for second-guessing by armchair CEOs still lacks appeal. Responses in the Melcrum study confirmed this.

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