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January 8, 2006
Blogging 101 - Going Corporate
By Kathleen Vandervelde in Blogging 101
If you ever find yourself in a position to take on the blogger's mantle for your company, I urge you to think twice. Then, DO it!As a former corporate blogger, I can tell you that the satisfaction potential in "going public" for your employer is pretty high. Why? Because you and your fellow bloggers can become a powerful force in shaping the public image of your company.
Think about it. You have first-hand knowledge of new products and new business developments, and you're taking this information to the world before most traditional marketing machines can get their motors running. Just by being timely, bloggers get first crack at grabbing the public's attention.
To take it further, blogging is not just about pushing news and information into the market. It's also about analysis and commentary. It's creating context by which readers can understand and relate to your company. It's taking in -- and acting upon -- comments, suggestions and questions from customers, prospective customers and the public at large.
By engaging directly with the marketplace -- conducting a dialogue, really -- you are helping your company build a community that's loyal to your products and brand.
Move over, traditional marketing
Smart companies are leveraging the power of these exchanges. Writing for the collaborative blog, "Creating Passionate Users " Kathy Sierra points out how the "open source /cluetrain world" is causing traditional "old-school" marketing to give way to "neo-marketing." She draws some interesting contrasts between the two:
- In old-school marketing, marketers have the power. In neo-marketing, users do.
- Old-school marketing employs one-way broadcast. Neo-marketing uses two-way conversation.
- The old school uses deception to sell. Neo-marketing depends on transparency.
- In old-school marketing, the 30-second spot is king. In neo-marketing, it's word of mouth.
- Old-school marketers attempt to get the customer to believe in it. In neo-marketing, you believe in it.
These particular neo-marketing attributes find expression through -- guess what
-- blogging. Turns out, as the authors of The
Cluetrain Manifesto proclaimed:
Markets are indeed conversations.
Let the discussion begin
As a blogger, you get to begin that conversation for your company. And if you
keep the dialogue going honestly, openly, you and your fellow bloggers can become
primary influencers in how the market perceives your company, its products and
its brand.
And if that's not enough of a head rush, you'll probably do it all without a
formal marketing plan, communications brief, brainstorming session, concept
presentation, photo shoot, copy approvals, or even -- gasp -- legal approvals.
Did I say corporate blogging can be hugely satisfying? You betcha.
Upcoming corporate blogging topics: Who are
some of these blogger influentials? OK, let's see some results. Guidelines?
What guidelines? It's still about transparency. How blogging can help you move
up (or move out) PR blogging. CEO bloggers. Can you make money doing this?
Got an idea for a post? Send me an email.
New Blogger Introduction
A freelance writer living in West Michigan, Kathleen Vandervelde's past lives
include both corporate and agency employment. She keeps several blogs, two of
which you could definitely let your mother read: Coit
Avenue and Things
I've Seen.
Blogging 101 publishes every Sunday and provides blogging tips, advice and tutorials for blog newbies and veterans alike.