Accenture Blog Review

May 15, 2008 at 7:20 am 8 comments

According to the Accenture Web site, “Accenture is a global management consulting firm, technology services and outsourcing company, committed to delivering innovation.” Accenture consults companies in many industries, including aerospace, banking, communications and energy. By my count, Accenture consults for 24 industries, and the full list can be found at Accenture’s Web site.

Accenture must direct and maintain its plethora of divisions and personnel. This widespread nature of the 24 divisions plays into Accenture’s blogs as well. Accenture maintains eight blogs from its main blog page. In addition to a primary Accenture business blog, the blogs are split into three categories, including Careers, Communications and Hi Tech and Technology. Accenture uses a variety of writers to keep the content varied and updated.

The following a review of Accenture’s blog for the Fortune 500 business blogging wiki. I will review the Accenture blog in eight areas and try to encompass all the sub-blogs into this review as well.

Ease of Finding: 9. The Accenture home page links to the corporate blogs from the sidebar, Inside, and from the top menu bar, “Research & Insights.” So far, so good.

As for search engines, Google and Yahoo each list the Accenture blogs at the top of the results for “Accenture blogs” or “Accenture corporate blog.” However, neither of the search engine queries link to the main blog home page; instead they link to sub-categories within the Accenture blog hierarchy. I wish Accenture would be able to link to the main page for the top result, but, either way, the search engines bring the web surfer to the right place.

Frequency: 6. Depending on the sub-blog within the Accenture blogs, the frequency of updates varies. The personal blogs maintained by Andy Zimmerman, Kristen Ediger and Ed Gottsman feature more updates than the blogs that several people oversaw. These single-author blogs tend to be updated at least once a week, and often the authors blog frequently about current topics. However, the entire Careers section of the blogs lacks much content. On the whole, most of the Accenture blogs are updated at least on a monthly basis.

Engaging Writing: 9. I enjoy Accenture’s use of different writers and topics in its blogs. The content on the blogs seems clear, concise and easy to read. Each writer brings new a new idea to the table, and Accenture gives freedom to its bloggers. Ed Gottsman writes about police cameras and Twitter. Many writers in the Careers blog wished their readers a happy new year. Kristen Ediger, a consulting analyst, keeps a video blog, so her readers can follow her travels. These posts keep the tone personal and fend off any corporate rhetoric.

Relevant: 8. Accenture has a varied amount of readers. The company does not cater to one specific industry. Therefore, each reader of Accenture blogs may find only a quarter or less of the material relevant for their needs. But due to the organization of the blogs, readers can locate what they want and go from there. Also, some of the blog posts reflect just the thoughts and opinions of Accenture employees. Are these posts directly relevant to Accenture readers? Maybe not, but they give Accenture a personal face when reading about the company.

Focused: 9. All together, the Accenture blogs jump topics post to post. But I don’t have the feeling Accenture aims for one overall message, at least not directed toward me. At the top of each sub-blog, there is a description of what the reader will find in that blog.

For example, Ed Gottsman’s blog is described as the following: “A weblog is an online, semi-personal journal offering the opinion and commentary of the author on conversations and stories that appear elsewhere on the Web, along with links to relevant websites and articles.”

On the other hand, the main company blog on High Performance Business brings “you our latest research findings, insights and experiences on accelerating high performance from a host of company leaders.”

From there, the blogs all fit under their corresponding heading. As long as readers find the blog they seek, Accenture keeps the content focused.

Honesty: 9. Right from the blogging home page, Accenture states: “The opinions of the writers do not necessarily reflect the position of Accenture on these subjects.” The company lets its writers write without micromanaging the content; this action automatically makes Accenture more credible.

Social Interaction Design: 8. Anyone can comment on the Accenture blogs given they input a valid e-mail address and a name. Accenture is interested in using new Web 2.0 tools like video blogging.

On another, slightly related note, Accenture has a Twitter account.

Responsiveness: 3. Accenture’s responsiveness is completely dependent on the author of the article. Sometimes it’s a quick response, other times it’s a slow response. Many times, there is no response at all.

Accenture’s blog receive a score out of 61 out of 80. Overall, the main problem of the Accenture blogs is the often sluggish responses to comments. Other than this, Accenture maintains a high-quality blog.


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Dove & Dangin Controversy Made to Stick – Concreteness

8 Comments Add your own

  • 1. Nancy Brad  |  May 16, 2008 at 1:39 am

    Yes, Accenture has wide area of readers and users , i agree with you.
    Thanks for your great article.

  • 2. benson09oregon  |  May 16, 2008 at 8:05 am

    Thank you for you comment, Nancy.
    Although I knew very little about Accenture before writing the blog review, I found that the Accenture blogs kept even my attention – and I’m not anyone they are targeting as part of their readership.

  • 3. John Cass  |  May 16, 2008 at 6:49 pm

    Great post, did not know about the Accenture Twitter account. We should add that to the social media column on the wiki.

  • 4. benson09oregon  |  May 16, 2008 at 8:07 pm

    I have added the Twitter account to the social medium column on the wiki.
    And thank you for the comment!

  • 5. Antonio  |  February 9, 2009 at 1:32 pm

    Very informative – would love to see a follow up only on the usage of twitter by F500 companies.

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About the Blogger

My name is Ben Benson. I attend the University of Oregon. I will graduate next spring with a degree in public relations from the School of Journalism and Communication.
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