CORPORATE BLOGGING

BLOGS AS MARKETING COMMUNICATION TOOLS

Research suggests that customers value a unique, more personalized message, and marketers continue to seek opportunities that will deliver that message in innovative and interesting ways. For example, GM has several different categories of blogs, including the Fastlane blog, about cars and trucks, where GM leaders discuss their opinions and provide feedback; the GM tuner blog, discusses racing and other events where GM products may be featured; the Cadillac blog is the “story of two engineers who test drive the new Cadillac CTS all over the world” . A quick scan of these blogs and opinions posted at the blogsite reveals the very targeted nature of GM's blogs.

WHY COMPANIES SHOULD BLOG

Many users of corporate blogs cite the unfiltered nature of blogs as a key benefit. Blogs appear to humanize a faceless business, and give customers insight into the company. Furthermore, a well-designed blog also gives the company insight into the customer and his or her thinking. More importantly, since many blogs are anonymous and the postings are almost always unsolicited, the information that most people provide is candid and uncensored. This unfiltered look at the customer is perhaps the biggest advantage for the marketer. In addition, the interactive nature of blogs allows a company to participate in its own market research, and to respond to feedback provided by the customers.

As for generating negative publicity, it is important to realize that, with the availability of electronic media, people will share comments about their experiences with a company regardless of the existence of a blog. If these comments can be solicited and responded to in a company-sponsored blog, the company can better control or manage the information. More importantly, it can respond to appropriate criticism or accolades in a fast and effective manner.

Below is a video that explains the importance of corporate blogging