Since Le Monde (see it here), Fortune and BusinessWeek ran cover stories on Blogs and business (read BusinessWeek’s here), it seems that a lot of column inches have been expended on debating whether blogging is just a fad or the “next big thing”.
I think its the latter. Its the virtual water cooler, that allows formal and informal communication within a virtual office (which includes brick and mortar offices where people spend more time at their computers than in the corridors anyway), and extends beyond the boundaries of the company to, to virtual networking between people across companies and industries. For this reason alone, blogging is worth taking seriously - even if you just act as an observer, ready to react if required.
If you need examples of companies that weren’t ready for it all, just flip to Debbie’s Weil’s CEO blog site for info on Kensington laptop locks, Kryptonite’s bike locks, and more.
On our blog, we have a category called “The Quick and the Dead” where we tell stories of those companies who understand the connection economy, and those who don’t! There is some great reading to be done (click here for the full list so far). We usually contact the companies involved, and link them to our blog site so they can see what we’ve written - but that is a courtesy not often extended to brands by other bloggers.
In chatting to a colleague earlier today, we realised the power of this medium, and what would happen if it was turned on us. “People out there can just as easily blog about us”, he said. Quite a thought. But, then I relaxed, because if they did, we would know about it - most likely - within a day. How is this possible? Simple, we use Google Alerts. Free of charge, you put in search strings you want Google to monitor - on the web and/or in the news - and then each time Google picks something up, it sends you a link immediately (or once a day/week/month in summary format). As soon as Google knows about it, so do you. And then you can choose to act on it. I have about 20 alerts active at the moment, and takes less than 5 minutes to scan them each day, and see if there is anything of importance to respond to. If someone blogs about us, we’ll know about it, and can start the brand protection process immediately.
Blogging is important - and needs to be seriously considered. IBM has encouraged all 320,000 employees to start blogging (read about it here) - and have even posted a PDF of blogging guidelines for employees (get it here, or a summary here). BusinessWeek put out some tips for running your blog as a corporate endeavour - available below.
Continue reading ‘Ignore blogs at your brand’s peril’
Recent Comments