With all of Airbus's recent woes—delays with the A380 super-jumbo, layoffs and cancelled orders—you would think that blogs are the least of its problems. But it has been losing out online, too. Randy Baseler, Boeing's VP of marketing, has been writing his successful blog for several years and landing PR blows on rival Airbus—which does not blog—on a regular basis.
This article is a straightforward piece on the value of being active in the blogosphere: attention, participating in the conversation, brand, changing perceptions, ... What the article doesn't do is give some statistics around what this has actually meant for Boeing. Did I miss something here?