A Blog as defined by Wikipedia “is a Web Site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog (n.d.).
A blog in the sense of marketing communications should be seen a very useful and powerful medium in which to spread positive brand messages. There are many unofficial blogs in the blogoshpere where consumers get together and discuss what they like and dislike about different brands. Starbucks, Xbox and Apple are just a few of the many brands where consumers have expressed their opinions via the unofficial blog. The challenge for marketers is to read through these blogs, determine what information is valid and address the concerns voiced by consumers.
Another powerful blog is the official company blog. Here CEOs, members of Middle Management and other employees have the opportunity to express happenings within their company. This form of blogging can contribute to a positive work climate and consumers can “hear” first hand what the company has to say about different products and services offered.
However, my search for company blogs of my favorite brands turned into disappointment as none of these brands maintained a company blog. The fact is that blogging is “the single best way of generating sustained, quality buzz for your company” (Yoskovitz, 2008). Further, providing thoughtful content that will get people talking is the best way to ensure you have created a successful blog. My final thought on company blogs is that they must be maintained. There is arguably no better way to discredit your company that to create a blog and have no entries dated prior to 6 months ago. Consumers want real news, current content and something to talk about.
Blog. (n.d.). Wikipedia. Retrieved November 9, 2008 from http://en.wikipedia.org/wiki/Blog.
The Computer Demands a Blog. (2007, March 20). Retrieved November 9, 2008 from http://images.google.com/imgres?imgurl=http://www.toothpastefordinner.com/032007/the-computer-demands-a-blog.gif&imgrefurl=http://www.toothpastefordinner.com/tfd-archives/tfdarchive-
Yoslovitz, B. (2008, January 4). How to create the perfect company blog. Retrieved November 9, 2008 from http://www.instigatorblog.com/how-to-create-the-perfect-company-blog/2008/01/04/.
The Grand Finale
9 years ago