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Corporate Blogging lags behind other subjects

06/04/2005

Any doubt that blogs have business cache has been wiped out by these recent developments, reports ECommerce Times

Microsoft is looking to bloggers to hype the release of its Longhorn operating system.

IBM issued blogging guidelines and is encouraging its employees to blog.

"Corporate blogs can be an effective marketing communication tool, if you have a sound strategy in place," says Sally Falkow of Expansion Plus, an Internet Marketing and PR firm that sponsors the Internet Marketing Forums - a series of seminars for CEOs and CMOs who want to learn more about corporate blogging and how to use RSS feeds in a business environment.

"Most corporate blogs are seen as a way to build relationships or thought leadership," comments Falkow. "But there is much to be gained if you start with a sound stratetgy for your blog. A blog can also address specific business issues - like search visibility, leads and sales. Companies are just now starting to see the power and influence that a successful corporate blog can wield."

"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 of Forrester Research in the ECommerce Times article

While blogs seem perfect for the tech environment, many other companies see the value of the medium. Stonyfield Farms have had success with their blogs targeting health conscious women.

Even the mainstream media is starting to pay more attention bloggers. Just this week Turner Broadcasting advertised a position for a blog reporter/producer saying the responsibilities include watching the blogs for news and views that will interest their viewers.

CMOs who want to get build commuity, raise the profile of their execs and get noticed by the media should put a corporate blog high on their list of marketing priorities this year.