Blogging both intrigues and frightens people. US companies are diving into the blogosphere, learning how to swim; UK companies are still standing on the beach, skirts raised, wondering whether to dip their toe in or not.
So the question is, why and how are businesses using them?
Blogs are for conversations with your customers, shareholders, staff, or whoever else you would like to converse with. If you don’t want to invite them into your 'circle of friends' don’t start a blog. If you don’t want frank and honest comment, which are sometimes downright rude – don’t start a blog. If you think you can use blogs for toadying the company line – don’t go near a blog, they must ring true. Mazda tried that by hiring an author to 'promote' their cars. The blogosphere caught on quick and all hell broke loose – Mazda, corporate reputation a good few notches lower, pulled the site.
By Jennifer Kirkby
About the author
Jennifer Kirkby is the CMC's Strategy & Business Analyst.
Currently a Director of White Waves Ltd, she was formerly CRM Research Director for Gartner, where she was a primary architect of The Eight Building Blocks of CRM and advised numerous Fortune 500 companies across Europe and Asia on their customer strategies, techniques and CRM technology.
Prior to that Jennifer was with the UK’s Modernising Government initiative running programmes to demonstrate how CRM techniques were applicable to Public Services. This followed 15 years of marketing practice in financial services and manufacturing, where she had roles in marketing research, database marketing, brand and product management, business development and strategic marketing.
She holds a degree in Economics from Leeds University and professional qualifications in Marketing, Market Research and Programme Management.