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CEOs Say Blogs Are Good Internal Communication Tools

Here's a study that yielded results of 59 percent of CEOs finding internal blogging tools useful for internal communications. From the article:
Of the 131 CEOs surveyed, 7 percent are actually blogging while many others say they are unlikely to start a blog themselves. About 18 percent of these CEOs say they plan to host a company blog over the next two years.

I am actually a little suprised that the percentage is so high in terms of number of CEOs finding (intranet) blogs useful. I don't think that 59 percent of the population knows what blogs are,  let alone that they can be used within corporations. There must have been a percentage of CEOs that didn't know what a blog was. If that is the case, it seems like it would mean that much higher percentage of those that knew what blogs were about thought they were useful.

In any case, I agree that blogs can be a useful communications tool within companies. I just wonder if I am understanding the statistics right and whether there may be some selection bias.