Corporate blogs - to be
When the business blog phenomenon occurred, many business people to the question “That blog or not to blog?” Answered for themselves with a confident “not to blog”. Specialized publications supported them: “A year ago, looking at corporate blogging, we decided that only single businesses needed it,” said James Balcher, a leading analyst at eMarketer. However, a lot has changed in a year, and the opinion of analysts - including
“Now, despite the fact that new blogs appear every second, only a few companies are adopting this medium,” argues the analyst. “When entering the blogosphere, business faces the need to“ loosen the reins, ”but control is so important to him. Therefore, 90% of companies - large and small - do not even look in the direction of blogs. ” Truly, there are huge obstacles that corporations must overcome on their way to such an important element of Web 2.0.
The situation is clear to the experts: few what kind of owner wants to put his brand “under fire”, if everything is arranged in it - there is an image, an internal corporate culture is established, public relations are established. Among all this, there is no place for the chaotic element - the real voice from the side, which can disturb the beauty of the picture. An independent commentator is difficult to control, and this is a significant drawback, since the “feedback” is not always positive.
However, recently there are more and more companies trying to abstract from stereotypes and find use for blogs. “GM and Sun, for example, use their blog sites as a PR tool - believe me, it costs them cheap,” says James Belcher. In addition, trying to get comfortable in the blogosphere, the business acquires important skills that will help him very much in the very near future. In any case, brand management cannot do without them.
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The generation that derives information from social networks and can call blogs a second natural habitat, rejects traditional corporate communications filters, says Belcher. In his opinion, both businessmen and PR specialists should get comfortable in the blogosphere so as not to suddenly find themselves overboard.
“Now, despite the fact that new blogs appear every second, only a few companies are adopting this medium,” argues the analyst. “When entering the blogosphere, business faces the need to“ loosen the reins, ”but control is so important to him. Therefore, 90% of companies - large and small - do not even look in the direction of blogs. ” Truly, there are huge obstacles that corporations must overcome on their way to such an important element of Web 2.0.
The situation is clear to the experts: few what kind of owner wants to put his brand “under fire”, if everything is arranged in it - there is an image, an internal corporate culture is established, public relations are established. Among all this, there is no place for the chaotic element - the real voice from the side, which can disturb the beauty of the picture. An independent commentator is difficult to control, and this is a significant drawback, since the “feedback” is not always positive.
However, recently there are more and more companies trying to abstract from stereotypes and find use for blogs. “GM and Sun, for example, use their blog sites as a PR tool - believe me, it costs them cheap,” says James Belcher. In addition, trying to get comfortable in the blogosphere, the business acquires important skills that will help him very much in the very near future. In any case, brand management cannot do without them.
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The generation that derives information from social networks and can call blogs a second natural habitat, rejects traditional corporate communications filters, says Belcher. In his opinion, both businessmen and PR specialists should get comfortable in the blogosphere so as not to suddenly find themselves overboard.
Source: https://habr.com/ru/post/4182/
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