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Blogs and Blogging1.0 INTRODUCTION A
business blog refers to a well organised journal or catalogue describing
a company’s products and/or services. Additional information such as specific
news, statistics, new products in the market and any other piece of information
that is related to the company is given to potential customers through the blog.
This is specifically to drive potential customers to the business website. It
can be considered as an addition to a website and is seen as a powerful promotional
tool that can be used in branding a company. Of late,
blogs have become a global cultural phenomenon. In the past, blogging was the
preserve of the technology-oriented individuals. With the number of blogs increasing
every day, blogging is now changing important areas of society like journalism
and politics and is even competing with e-mail as a means of communication.
Business can now acknowledge the presence of blogs with many companies such
as Google using them internally for project and knowledge management. Due to
the purpose of enhancing public relations, blogging is now opening up as a corporate
job. Blogs are pretty affordable in terms of finances and technical know how
and hence are not limited to any body. Today sales people are creating blog-based communities involving customers, resulting in better salesperson-customer relationships. A customer who is interested in participating in the author’s discussion can be contacted through e-mail or by posting an event notice on the company’s main site. Blogs are advantageous to company’s especially those that use a lot of money in paper communication, and as a result blogs have saved companies millions of dollars in this area. Authenticity, transparency, honesty and openness are four important qualities that have become synonymous with some blogs. Blogs are also proving handy in publicity campaigns, generating word of mouth and in some cases media attention. Authors, publishers and conference or teleseminar producers or any other person or entity who values ease, speed and low cost can use blogs to market an/or promote their products and/or services. Through
business blogs, small and medium scale businesses can share their knowledge
and skills with the larger audience. Whether a small scale or medium scale business
is online or offline, they can use blogs to market or promote their products
and/or services. 2.0 BENEFITS OF A BLOG TO A BUSINESS Your business can benefit from a blog in a variety of ways Giving your business a 'human' face Blogging is giving a company’s interaction with the customers a new face by its ability to allow a company communicate with its customers. This is the strength of blogs since it allows the establishment of dialogue with readers. Since blogs are informal compared to other websites, they allow users to write articles in their own voice hence giving the business a human face. In blogging, one gets to track and monitor what his/her visitors are reading and then respond to the comments the readers post. This helps companies to develop and improve specific content and promotion for highly interested audiences and then deliver it in a lower cost compared to conventional offline and online marketing. The potential customers are made at ease by the fact that a real person exists who will meet their needs. Further, blogs do let you give your online business a touch of your own personality as compared to your main sales sites. PR and media relations Search engines tend to pick up on regularly updated, keyword rich content such as blogs. Blog dialogues are important because you can get a clear picture of what your customers need, and it also helps build trust. It is also a way of 'involving your customers. Improve your customer service A business blog creates a kind of interaction between a customer and a business where the customer gets to ask questions about the business, its products and/or services and they get to be answered. In addition customers are provided with product updates, how- to-articles and any information that is relevant to the company required by the customers. This will be seen by customers as a form of commitment by the business. When a business blog is used in a productive manner, it improves customer service because customers get instant feedback through the comments posted on the blog. For a business blog to be truly effective, it should act as a central knowledge base of articles, tutorials, products and/or service development status and any other related product and/or service information. Increased product involvement Just like an advertisement, a business blog activates ‘personally relevant knowledge’ about what a potential customer needs, their aims, objectives and values and already available knowledge about features of a product and design a motivational state that energizes consumers transparent and accountable behaviour. An example of this behaviour is the continual writing of more comments in the blog. Automatic archiving feature If you have a blog, you don’t need an e-library which at times can be quite cumbersome. Archives can be searched by publisher or by topic. The most valuable thing about blogs is that they have turned stagnated knowledge in a distance server to real time, versatile exchange among certain groups. A blog manages content in a very effective and reliable way especially when you employ the feature of catalogue based on date and category. A regularly and frequently updated blog is a company’s reliable resource and helps create a following of loyal readers who depend on the content. Research has suggested that trust is engendered by conversations. Conduct Research Sometimes
blogs can be used to carry out research and especially so in marketing organisations.
Usually, small focus groups of about 5-10 people are called to give their reactions
and share what they think about everything ranging from product ideas to advertising
campaigns. With blogs, a live discussion can ensue without having to gather
participants in a central place. This saves on cost as well as ensuring more
thoughtful and honest responses. When blogs include the in-depth analytics available
in other forms of online marketing, they increase their value as critical marketing
and/or promotional tools. When what a viewer is reading is tracked and monitored,
a database of very important customer information is created. This is both individual
and group behavioural trends which are based on interest in particular issues.
The information can also be used in the development of products in the future. In a way, blogs play a major role in driving traffic to your website. When a blog receives new visitors, they are directed to your main sites through links and special offers. Using strategic keywords and links to specific sales pages greatly improves the rankings of the search engines to your blog and main website. You can also use blogs to access niche audiences that are so reliable to small businesses. Build your reputation and establish yourself as an industry expert If a business wants to demonstrate expertise in a particular area, they can make use of blogs. Business blogs manage public relations of a company by creating and managing an online profile which gives the company a good reputation and assists the company and potential or existing customers to transact in a way that is trustworthy to both parties. What is imperative for a company is to make sure that it doesn’t lie or withhold information from its prospective customers since this could cause it to loose credibility that it might never regain. Regular posting of valuable, relevant and verifiable information on your blog enhances your reputation and in this way you can get to establish yourself as a professional in your field, hence keeping your visitors at ease when they buy from you. Generating extra income Blogs
can generate income for a business by: What
do you expect from a successful blogging campaign? 3.0 TYPES OF BUSINESS BLOGS A business can make use of a blog either internally or externally. INTERNAL BLOGS An internal
business blog can be accessed only from within the company’s network.
Through internal blogs, executives or managers can share their insights with
other workers. In addition, readers are allowed to make comments on posts and
may also give feedback regarding another workers post. Also anyone may be allowed
to begin a new post, hence enabling employees to start new conversation thread
for each other to read. When only one or some particular members of management
post new articles that can quickly bring to date the whole workforce on company
initiatives, policy changes, coming events and even complete important tasks.
When employees are allowed to post comments in response to top management blog entries, a link is built between the groups. Executives know what is going on in the workplace and managers get responses on projects and ideas implemented. A ‘flatter’ corporate hierarchy is hence created, in the fashion of most modern corporate structures. However, blogging mishaps may occur once you allow employees to leave messages on the blog. Chances of posting content that is inappropriate increase significantly; hence clear rules should be set and the boundaries clearly delineated to avoid such situations. The HR and IT departments should take it upon themselves to do this. When an
employee is allowed to begin new posts, it becomes probably more risky and potentially
more rewarding. This encourages collaboration among workforce. When an employee
has a question to ask, he/she may do it by posting it on the blog. In this way
an answer may be gotten from any body in the organisation with expertise in
the topic. The correct architecture can bring together employees across the
globe for resource and idea sharing. Team mates are well informed on project
progress and managers get to let the whole organisation know when impressive
tasks have been completed by their employees. Similarly the blogs assist employees
to keep in touch on a personal level. Use of blogs can be made in the organisation
of extra curricular sports leagues or other events. Facilitation of ticket and
garage sales can also be done with blogs. Announcement of important dates such
as births and marriages can also be facilitated by blogs. EXTERNAL BLOGS External
blogs are accessible by the world. They are basically meant for marketing and/or
promotion and for developing a community based around your products or brand.
Using external blogs, company representatives can communicate to the wider public.
Using blogs, executives and important corporate relevant news, developers can
share product documentation, employees can know what is going on in the company
and marketers can dialogue with their target markets. The latter may be appealing
but poses enormous risks to the corporate. Just like internal blogs, the external
blogs implements systems based on privileges given to different user classes
with the same risks and advantages. However, if the policies are strict and
safer, more legal friendly blogs can be created, whereas less stringent policies
create larger and tighter communities. 4.0 KEY TIPS FOR STARTING A BUSINESS BLOG Great content Blogs only work for interesting and relevant content. If you want to write about something, it will just come. You could write on a variety of topics ranging from news articles about your industry to product updates, interviews and much more. It is important that frequency and consistency be achieved and the post should have valuable information that your target audience requires or needs. It is primarily the strategic use of keywords. Regular updating The survival of your blogs depends upon regularity and consistency. Adding fresh content to your blog regularly enhances your rankings with the search engines. Experts think that your blog will benefit if you post no less than three times a week or more than one per day. Your own distinctive voice There is no place for formality and corporate speak on a blog and it is imperative that you write in your own voice. A blog’s ideas grow and are shared and topics of current interest discussed. It doesn’t matter whether you can write brilliantly or not, what matters is, can you relate to your audience and how good is your content. All corporate lingo and legalese is left at the office. When you blog in a conversational way, readers feel like the corporate cares for them and their needs and not just their money. If you make a good job out of your blog, the blogging community gives you publicity by sharing yours posts, linking to your blog and sharing your words of wisdom all for free! Consistency is very important in blogging and the posts should be focussed. Make sure you find out who your customers are and avoid fluctuation. The policy is that you can never please everybody. Outreach Blogosphere refers to the community of blogs and blog readers. Reaching out to bloggers in your area of interest makes you a part of a larger community and connects you with many people. You should keep advertisement as minimal and as non-intrusive as possible. You may want to earn more money for your organization, but bloggers will always frown on blogs that read like commercials. The major objective of your blog should be making friends. If a person feels that he/she knows your company, then he/she will definitely buy. Sharing out links that are relevant without apprehension really helps. When a visitor is linked to other bloggers, websites and resources, then his/her experience is enhanced. This gives your readers an impression that you don’t fear competition and that you will make them happy and well informed in whatever circumstances. Design Your blog should be designed in such a way that it is easy to use by visitors. When you have too many widgets, or the wrong kind of things in the sidebars, you confuse and distract your readers. You should adopt a simple and uncluttered design in which you maximize the blog for its use. Photos are good because they drive the point home and make the blog feel more personal; hence having them with every post will not hurt. Asking for feedback, ideas and comments from your readers should be kept at a minimum. Readers should be involved and you should refrain from withholding your contact information, because this makes the company look like it is dishonest and cannot be trusted. The comments feature should always be on because what fascinates readers is the ability to be able to communicate with the blogger. It also assists you to find out more about your customer, his/her needs, likes and dislikes. This to a business is invaluable. 5.0 TO BLOG OR NOT TO BLOG: KEY QUESTIONS FOR BUSINESSES? 1.
Can you engage in dialogue with the public? 6.0 TAKING THE FIRST STEPS 1. Have
a short explicit plan on what you intend to do When operating a business blog, one should think like a top salesperson. Adopt most skills used by a top salesperson such as knowing the product well, establishing good rapport with their prospect, and asking questions in a skilful way so as to get to know more about what their customers needs. A top salesperson knows how to use the sales presentation in order to match the prospects’ preferences. They can tell between a customer who needs facts to assist them in deciding from those customers who are seeking a comfortable area to help them decide. Top performers in sales have sequence of steps to follow when selling and are convinced that by leading a prospective customer through these steps, the prospect will eventually sell themselves to the product and/or service. In a sales conversation, a sales person thrives to build credibility making the prospect to know, like and trust the top salesperson. Top sales performers calls the potential customer to some kind of action and to know exactly what they want the prospect to do. They expect objections from the prospect and makes use of them to let the prospect sink deeper in sales conversation. A top sales person knows that a sale is the beginning of a relationship that will give him/her more opportunities as well as referrals. The possibilities are immense: •
Type: Ask [The name of your company] 7.0 THE DRAWBACKS OF BUSINESS BLOGGING 1. Firstly,
there is concern about the importance of blogs when you compare them to other
promotional means like email, e-zines and websites. The latter is deemed as
a better way for publishing information to showcase one’s expertise 8.0 CORPORATE POLICIES AND BLOGGING A company
should really think hard about allowing employees to blog. Sometimes bloggers
are really embarrassed or worse still fired. Gartner’s blogger, Charlene
Li gave a set of guideline to follow when allowing employees to blog, viz. Some corporate blogging policies for instance, Sun and Groove can be quite controversial requesting workers to use common sense whereas some like the Harvard Law School policies are button-down and legalistic. A company blogger may be required to comply with sensitive matters such as IPO quiet periods, and it is imperative that they understand them. 9.0
THE CORPORATE WEBLOG MANIFESTO (BY ROBERT SCOBLE) 10.0 CASE STUDIES – GOOD Macromedia (http://weblogs.macromedia.com/ ) This gives a perfect example on how to use blogs beyond just marketing. At Macromedia, comments are used in the external blogs to stay in touch with end users. Information about new features in their products and how best to utilize these features is disseminated through the blogs. Feedback on current and future initiatives in their products and how best to utilize these features is received. This enables them to respond to bugs users and allows the development of product features their users want and need. Developers can discuss their daily thoughts and activities. Users can get a window into the company hence fostering trust and friendship between company and customers.
Google has an internal blog that enables the workers to share ideas and work on projects collaboratively. The workers can answer each other in vary fast way. The blog also functions as a searchable database of knowledge. It allows employees to post personal content such as classifieds, invitations to extracurricular activities like softball and bowling leagues. Google blogs create a tight-knit community both at work and play.
Sun has successfully blogged both inside and out. The internal blog manages information for researchers and developers, whereas the external blog is a forum for Chief Operations Officer Jonathon Schwartz to discuss his views on the technology industry. The blog is regularly updated and it includes Mr. Schwartz’s way of thinking on what is happening in the industry, Sun’s ideas, and any other relevant news. This blog’s popularity arises from its being able to give a one on one look into the mind and job of an executive at a major corporation. IBM (http://www.128.ibm.com/developerworks/blogs/dw_blog_comments.jspa?blog=351&entry=81328) IBM has several blogging activities. Employees are encouraged to blog both internally and externally. A set of blogging guidelines is developed to coincide with their support of the technology. The rules were initially developed by employee bloggers using an internal wiki. The method ensured that the dos and don’ts of this technology were defined by the people with the most expertise in the subject. There was much consultation with the legal fraternity and a lot of attention was paid to the policies of other successful blogging organizations like the Sun, Microsoft, and Google. 11.0 CASE STUDIES — BAD Mazda Kryptonite Bloggers completely crippled the credibility of Kryptonite bike lock company when they found out that the company’s locks could be picked with a cheap, disposable writing pen. Videos and testimonials very fast moved around the blogosphere. Kryptonite took time to before responding to the posts because they had no staff dedicated to blogs or message boards. To make it worse, they responded with comments defending their products’ credibility. The blogosphere showed its trademark fervor for news about exploits in this case, and Kryptonite showcased the need to be prepared in blogging industry. Here, the issue was not in how a company manages its blogs, but in how they handle blogging in general. The same rules apply, though. Kryptonite was not prepared for the media attacks and tried to cover their shortcomings initially even denying them. They had to replace their bike’s faulty locks in a very expensive way and also suffered humiliation on the web as the bloggers ripped them apart in terms of their practices and policies. This extended into the main-stream media. There is no saying how much damage was done to the company’s bottom line as a result of mishandling the situation in the blogging community. Delta Airlines (http://queenofsky.journalspace.com/) In Delta Airlines, their blogging woes emanated from mismanaging events in the blogosphere. In October 2004, an employee at Delta Airlines was sacked because of posting photographs of herself in her uniform on the employee’s personal blog. According to Delta, these photographs were “inappropriate,” but Delta never pointed out which photos were inappropriate or why they thought so. Maybe Delta was justified in firing the flight attendant but their improper handling of the situation is what classifies them to the “Bad” category of case studies. For starters, Delta did not have a clearly defined policy regarding employees’ online behavior meaning that they could not support their decision to fire the employee. Secondly, the blogosphere interpreted the firing as a pick on the blogging world in general. They engaged in negative publicity of Delta with unpopular campaigns around the Internet. Delta could not deal with such campaigns, and any attempts to defend themselves only made it worse.
• Weblogs: Realigning
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