Why Blog?
Many companies have adapted to Web 2.0 and launched blogs and Facebook/Twitter accounts. It got me thinking, how valuable is new social media?
Blogs build an online community. The article, “Interactive Online Journals and Individualization” in the New Media and Society journal examines this very idea through a LiveJournal case study. The case study gave valuable information on how online forums connected people with similar interests. Additionally, blogs give people the chance to connect with others in a more authentic way, by allowing free and candid thoughts.
The same can be true of social media for a corporation. Want to hear genuine ideas about products? Take advantage of social media and customers will offer their instinctive opinions.
The next most obvious question when beginning social media is…how do I measure my conversation? Simon Collister, author of Simonsays blog cites “10 Somewhat Immutable Laws of Measuring Conversation .” Two keys laws were relevance and authority. Blogging is not always appropriate. This is where audience analysis comes in—is your demographic online? Would they care to read a blog? Does it promote your brand image?
Authority is also very important. CEO blogs usually create a good buzz and information comes from a trusted and noteworthy source. However, it doesn’t just have to be a CEO, anyone who is knowledgeable on the subject matter and can write in an interesting tone could do well. As I have touched in a previous post, it is also essential that the writer does not seem to be pushing propaganda. It will question the authority of the speaker, and keep people from allowing the uninhibited dialogue to flow. M.L Kent’s “Critical Analysis of Blogging in Public Relations” cites this a potential weakness of blogs–try not to push overly biased opinion on readers, but encourage the sharing of opinions.
In summary, a blog can be a useful tool, if it is appropriate for the brand and it encourages conversation.
~ by Annie Blewett on March 25, 2009.
Posted in Interaction & Brand Image, Social Media in Public Relations
Tags: Blogging, Conversation, Social Media
Connecting in an authentic way is a very interesting concept to bring up and I like the idea. As a corporation, being free and candid helps build a reputation for honesty. Going along with that, I completely agree with what you said about pushing propaganda. In order for a company to effectively communicate with publics in the age of new social media, they need not be pushing products or be overly positive about themselves.
Annie,
Your post title poses the same question I asked myself before enrolling in Dr. Holman’s class, “Why blog?” Before the class, I never understood why it is so valuable to connect with your online audience, and communicate with them in an informal, yet informational manner.
I agree that it is most important to blog to a specific demographic. By doing so, a company can establish online presence and create a strong brand identity. Relevance is also important. Online readers have an unlimited amount of information available to them. They need posts that are reader-friendly, relevant, and informational
I also agree that the tone of the posts should be informal, yet professional. It is also important to not overly promote a product, but rather answer consumer questions.