Why Corporations Truly Need to Blog
Yesterday, we covered Reasons Why Corporate Blogging Should Succeed (in response to SEOmoz’s Reasons Why Corporate Blogging Fails). My original list was longer, but then I realized that four of the reasons I gave in that list weren’t advantages corporations have in blogging. Today we have advantages of blogging to corporations.
Online reputation management
Having a blog makes an excellent place to manage your online reputation. This damage control is the other side of the â€œEveryone needs to toot their own hornâ€ from yesterday. Is your company or product being portrayed in a negative light on the news, forums or other blogs? (If you have no idea, check out our Online Reputation Management Beginners’ Guide.) A blog is a natural place to present your side of the story, to reach out to individuals and the media and to improve your image online.
Getting your visitorsâ€™ input
Weâ€™ve all seen it happen: a company gets big and loses touch with its users/customers/visitors. With a blog, especially if you have comments enabled, you are in touch with your most passionate visitors. Blogs are a natural community. What better way to find out what your customers think about you, want from you and want to tell you?
Getting your visitorsâ€™ negative input
There are some brands that everyone loves to hate, and every corporation has someone who hates them. A blog is a great place to find out why some people donâ€™t like your brand. If youâ€™re skillful and lucky, youâ€™ll be able to do something about negative experiences and perceptions. If you’re Microsoft, give up now. [UPDATE: see SearchAnyway PPC for an extended discussion on this topic]
Maintaining your focus
This may be difficult, depending on how your corporation structures it, but a blog also has the additional benefit of focusing your company on the needs and desires of your customer. You get to devote time to thinking about what your customers think about, what they want, what theyâ€™re looking for. If your corporation has begun to lose its focusâ€”or even if it hasnâ€™tâ€”a blog can help to remind you where you came from and how you got to where you areâ€”your users.
It makes you human
Yes, I covered this yesterday, but like I said, “this is possibly the most important reason of all because this is one of the biggest advantages of blogging to large corporations. Face it, youâ€™re faceless. If you can pull off blogging, you add the human touch that will set you apart from your competition and all the other large corporations out there.”