Blogging in
business
Blogs

Began in 1990s to facilitate collaboration among
people within an organization

Around 2003, the word “blog” was added to
dictionary
Blog (noun)
online journal where an individual, group, or
corporation presents a record of activities,
thoughts, or beliefs. Some blogs operate mainly as
news filters, collecting various online sources and
adding short comments and Internet links. Other
blogs concentrate on presenting original material.
In addition, many blogs provide a forum to allow
visitors to leave comments and interact with the
publisher.
"To blog" is the act of composing material for a blog.
Materials are largely written, but pictures, audio,
and videos are important elements of many
blogs.
The "blogosphere" is the online universe of blogs.
The blogosphere:

156 million individual blogs

50,000 to 70,000 new blogs launched daily
How many people read blogs?
How many people read
blogs?

33% of Internet Users do read blogs (that’s 29% of
adults)

42% of Internet Users have read blogs (that’s 32%
of adults)

12% of Internet users have written blogs
Blogging has changed
business:
The customer has gained unprecedented control
over media and content to which they are
exposed.
How to make a splash in social media
Corporations use blogs:
1.
To stay relevant to consumers
GM blogs
Corporations use blogs:
2.
To adjust their marketing model to address
changes in customer behavior and trends in
information access
Garmin Blog
Corporations use blogs:
3.
To bridge the generation gap
Southwest airlines blog
Furor created by irate passenger
Corporations use blogs:
4.
Blogs are used by thought leaders to share their
expertise and experiences with interested
people.
Thought leaders:
Tom Peters – management expert
Thought leaders:
Charlene Li -- marketing/social networking expert
Thought leaders:
Guy Kawasaki -- known for marketing the Mac
Thought leaders:
Seth Godin – marketing expert
Corporations use blogs
because:
5.
Blogs potentially reach a global audience.
6.
Blogs enable firms to see their organizations
from the viewpoint of the customer.
Blogs work for companies
when:
1.
Real information is provided. Blogs appear to
humanize a faceless business.
2.
They are used to develop brand loyalty by
engaging customers.
3.
They are used to astutely target customers.
Limitations of Blogging:
1.
Lack of control (remember Mr. Splashy Pants)
1.
A blog must be managed regularly and
effectively. Customers who blog expect timely
responses.