The Blogosphere: Enter Corporations
Like candidates, corporations are starting to use blogs as a way to improve their image and communicate with their constituents, consumers. An article appearing in the Detroit Free Press, "Corporations enter the World of Blogs" lends some interesting insight to the application of blogs to the PR gauntlet of the corporate world.
The article centers around General Motors and the introduction of their blog, which was set up in January. Since then, GM Vice Chairman, Bob Lutz, has recently used the blog as a way to quell speculation of rumors regarding the elimination of Buick and Pontiac brands.
Apparently everyone is jumping on the blog bandwagon, joining corporations such as Microsoft and SunMicrosystems. According to the article, blogs are particularly useful in a corporate setting in that, "The Internet journal format, they find, lets businesses expand their reach, generate product buzz and encourage consumer loyalty -- while bypassing traditional media."
Corporate blogs are advantageous in that, "(If) Done well, corporate blogs can create good word-of-mouth among consumers who aren't reading business pages." Corporations are using this application of technology as a PR technique to appeal to the youth, web savvy, and those who are not going to read the Market Section of the Wall Street Journal. The blog provides an opportunity for dialogue between the corporation and consumers. It helps companies with research, at a much less scientific and cheaper cost. And blogs give executives a voice to communicate with consumers and revamp a company's image.
Although the article warns to beware of corporate blogs that have back-fired, due to lack of sincerity, which consumers are able to pick up. Some blogs disguise themselves as ad campaigns, the article sites McDonald's as being guilty of such. However, "as long as companies are prepared to deal with the sometimes harsh comments left by visitors, corporate blogs are a great tool for raising company profiles."
I think it is very interesting and a telltale sign of the impact blogs are having in an increasing technological society.
The article centers around General Motors and the introduction of their blog, which was set up in January. Since then, GM Vice Chairman, Bob Lutz, has recently used the blog as a way to quell speculation of rumors regarding the elimination of Buick and Pontiac brands.
Apparently everyone is jumping on the blog bandwagon, joining corporations such as Microsoft and SunMicrosystems. According to the article, blogs are particularly useful in a corporate setting in that, "The Internet journal format, they find, lets businesses expand their reach, generate product buzz and encourage consumer loyalty -- while bypassing traditional media."
Corporate blogs are advantageous in that, "(If) Done well, corporate blogs can create good word-of-mouth among consumers who aren't reading business pages." Corporations are using this application of technology as a PR technique to appeal to the youth, web savvy, and those who are not going to read the Market Section of the Wall Street Journal. The blog provides an opportunity for dialogue between the corporation and consumers. It helps companies with research, at a much less scientific and cheaper cost. And blogs give executives a voice to communicate with consumers and revamp a company's image.
Although the article warns to beware of corporate blogs that have back-fired, due to lack of sincerity, which consumers are able to pick up. Some blogs disguise themselves as ad campaigns, the article sites McDonald's as being guilty of such. However, "as long as companies are prepared to deal with the sometimes harsh comments left by visitors, corporate blogs are a great tool for raising company profiles."
I think it is very interesting and a telltale sign of the impact blogs are having in an increasing technological society.
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