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Corporate blogs can be a positive marketing strategy

04/23/2006

As more people turn to the Internet daily to get their news, check out companies, compare information about future purchases and communicate with colleagues and friends, a growing number of businesses are using corporate blogs to build relationships online.

But some are wary of this new online communication tool and feel that it could backfire. Even the mainstream media have ambivalent views of blogs: Forbes Magazine referred to bloggers as a lynch mob spewing lies and invective, while a Business Week cover story says "Blogs will change your business - you have to catch up or catch ya later!"

When you understand the rules of blogs and blogging, this form of communication can produce positive effects. People who read blogs expect an open communication flow - a real conversation that is authentic and transparent. When you blog in this vein you accomplish several important marketing objectives: *

Start real conversations with your public * Gain invaluable insights into how they see your company and your products * Put a 'human face' on the business * Build up good content about the company, its activities, people and products * Increase search engine visibility - which positively affects brand perception * Create thought-leader status for the person writing the blog, or the company sponsoring the blog.

But beware the backlash that could occur if you flout these conventions. Coke Zero felt the power of the blogosphere for their 'fake' blog intended to gain anti-establishment street cred through a manufactured counter-culture movement.

Any false content or premise will inflame bloggers and they can sniff out a fake faster than a pack of bloodhounds.

On the other hand there are some stellar success stories from companies who are getting it right:

• GM's Fast Lane blog generated a vigorous conversation with their public
• Sun Microsystems attributes the regeneration of their brand to their blogging
• Stonyfield Farm, a small organic yogurt maker received tons of mainstream media attention because of their blog and built a loyal customer base
• Microsoft has said that their employees' blogging has done more for their image than all their PR.
Corporate blogs can be a very effective communication tool. "Blogs have gotten a lot of attention because they've proven effective at influencing decision-makers, which is what marketing is all about," said Charlene Li, lead analyst at Forrester Research.