Study: DCs don’t take advantage of blogging

May 8, 2008 – Less than 1 percent of American chiropractors blog and, of those who do, more than one-third of chiropractor blogs are inactive, according to a new study by The Kahuna Content Company, a social media research company, into how chiropractors use blogs to market their businesses.

“Unfortunately, blogging as a marketing tool is not regarded seriously by America’s chiropractors,” says Richard Telofski, principal consultant at The Kahuna Content Company. “In fact, their absence from blogging is just downright astounding.”

 Telofski says there is a high correlation between the average blog reader and the average chiropractic patient. According to industry statistics, males between the ages of 31 and 50 comprise a high percentage of chiropractic patients and an even higher percentage of blog readers.

“If this isn’t a perfect demographic alignment between a marketing medium and its target audience, then I don’t know what is. It could be a perfect tool.”

The Kahuna Content study also found that only 13 percent of chiropractor blogs post more frequently than once per week. “With that kind of irregularity and infrequency,” says Telofski, “it’s hard to develop and keep an audience.”

Blogs, like other media vehicles, are dependent on fresh and regular content. Telofski said that from the research he got the impression that the chiropractors jumped into blogging without much planning.

Generally, the chiropractors use only a few of the many available blog tools. But there was one silver lining, said Telofski. “Of the blogging chiropractors we did find, they mostly write short posts. We found that about 87 percent of chiropractors keep their posts to 300 words or less. Generally, blog readers don’t want to read long posts.”

 Source: The Kahuna Content Company Inc., www.KahunaContent.com/site