Business Blogging: Who’s Doing It? No One
July 17th, 2006
This eMarketer article about business blogging makes for interesting reading. The bottom line: Most businesses aren’t blogging. Why? Here’s an excerpt:
“After years of meticulous branding, carefully arranged PR messages, and committee-developed corporate-speak that offends no one — especially lawyers — successful blogging requires ceding message control internally to a single, real voice, and externally to commenters whose feedback may not always be positive,” says eMarketing senior analyst James Belcher.
Takeaway for marketers: Belcher’s absolutely right. Business blogging is not for the thin of skin.
July 17th, 2006 at 2:36 pm
Craig,
Interesting article. Seems like another extention (with the risks and potential rewards) of other consumer-generated media issues. Beyond the thin/thick skin, you have to be authentic. Sometimes that’s hard for an organization that has a love/hate relationship with its customers.
Best regards,
Matt