Why Your Business Should Blog

Web 2.0 is the prevailing wind in business today. Even so, some executives seem hesitant to see the value of corporate blogging. Some executives may not fully realize the value of the blogosphere and these hesitant views extend not only to proactive blogging itself, but also to responding to blog posts about the company and its products.

The problem with this attitude is customers see blogs from the opposite viewpoint. Blogs are valued as honest, spontaneous, and even sometimes provocative and shocking forms of communication, offering a chance for a two-way exchange of ideas. At best, companies that don't blog are behind the times. At worst, companies that ignore blogs are ignoring their customers and possibly even creating animosity.

The benefits of corporate blogging can significantly outweigh the risks. Sure, companies run the chance of having negative comments on their blog for the world to see. But in today's market, transparency, not just spin, is key to success. How companies respond to comments - both negative and positive - reflects a lot about the company, and influences customers.

Blog posters who write frequently about a company or its products should be noted and given some form of VIP status. Transform them into "brand ambassadors." Offer perks such as special discounts, advance notice of news and products, opportunities to product test or take part in focus groups, and/or something as simple as giving them a special VIP icon to attach to their posts.

Negative comments should be neither ignored nor deleted. Blogs should be monitored and complaints taken seriously and responded to. Criticisms left to linger will take on a life of their own unless addressed.

Executives and companies need to have a way of knowing what is being said about them in the first place. Blogs and blog monitoring services are not only key to keeping a finger on the pulse of customers in today's Web 2.0 marketplace, they are also a vital communication link.

If your staff doesn't have time or skills to blog, consider outsourcing. Partnering with a marketing company like Vilocity can make sure your blog efforts are handled without tying up valuable staff time. Contact us today to discuss blogging for your company++.