Why Should I Start a Corporate Blog?
The April, 2007 issue of Wired magazine contained a feature article about "radical transparency". The gist of this article was that the more open a company is about its inner workings, the better business will be. This article cited several examples of companies that allow corporate blogs, written by employees, and accessible to the public. Bloggers can discuss just about anything, positive or negative. Other employees and customers can comment on their postings.
Some businesses might be frightened by this type of exposure, feeling that letting themselves be seen to this degree will reveal too much that's bad and not enough that's good. Not so. In this day and age, the more transparent a company is, the more respect it will gain in the marketplace.
How is this possible? There are several reasons, as a landmark study by Backbone Media shows. Their study, Corporate Blogging: Is it Worth the Hype, makes it clear that the benefits of good corporate blogging far outweigh the negatives that many managers and executives fear.
Here are just a few of the positive outcomes created by corporate blogs.
- Corporate blogs build goodwill. Blogging creates new relationships between company and customer, putting a human face on a business. When they participate in a corporate blog, customers feel a deeper connection to the company that translates into increased loyalty and a greater inclination to purchase from that company.
- Corporate blogs improve communication. Some people have compared the Internet to the market squares of old, where people used to gather to chat and shop for goods. Corporate blogs allow companies to be a part of this community. They can engage in real conversations with consumers instead of hiding behind static messages sent via brochures and press releases.
- Corporate blogs enhance reputation. Consumers are relying increasingly on online information when making purchasing decisions. A company with a blog appears relevant, current and approachable. Where large companies are concerned, years of scandal have led to distrust among consumers. A corporate blog can help companies gain trust by creating a dialogue with consumers. Even negative comments from customers can help - by responding well to negative feedback, a company can solve small problems before they get out of hand, all while appearing proactive and responsive to customer needs.
- Corporate blogs can help with business decisions. Getting feedback from consumers before pushing a product out the door can help a company iron out any kinks and improve customer satisfaction.
- Corporate blogs are a great marketing tool. No doubt about it - good blogs bring attention to a company. A blog that provides valuable information to consumers and offers an entertaining exchange of ideas will draw links from other bloggers. More links to a company blog mean higher rankings in search engines. Higher "organic" search engine rankings lead to more targeted Website traffic and more sales. Want evidence?
A blog by Charlene Li at Forrester generated more than $1 million in new business in 2006. Of course, Charlene is a professional writer working for a well known company but they both had to start somewhere.