Corporate Blogging A Dying Fad

CORPORATE BLOGGING : A DYING FAD?!

Before we start, let’s meet Blog circa 2004/5

Fresh, hip, different and disruptive. Blog was the new kid in town and he was shaking things up.

Source: http://bit.ly/5NVxrK “ ... they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.”

“ ” Eventually, most businesses will use blogs to communicate with customers, suppliers, and employees, because it's two-way and more satisfying. Bill Gates, 2004

The Shiny Object Syndrome got worse however, and we soon began to see people spelling the end of PR as we know it...

Why was there such an anti-PR revolution?

Immediate
Genuine
Simple
Inexpensive
Two-way

In truth, however, the benefits of corporate blogging were probably seen through rose tinted glasses

Little traffic
Time requirements
Difficult to be conversational
No ending date. When do you stop?
Concerns over employee ‘superstars’
Legal department has hangups
Hard to measure success
Source: Jeremiah Owyang

We have had an influx of more Shiny Objects at our disposal

Death reared its ugly head again, but this time it wasn’t blogging that was going to kill PR...

Let’s meet Blog in present day

You could liken today’s perception of a blog to that of someone in their senior years. Insightful and often knowledgeable but not very cool

Is this really the case?

15.5% of Fortune 500 companies use corporate blogs Source: Socialtext

Corporate blogging is very low among multinationals But some companies are using blogs to good effect

Chairman & CEO, Bill Marriott
Blogging around three years
Dictates into a recorder and a staff member transcribes

“ Marriott has made more than $5 million in bookings from people who clicked through to the reservation page from Marriott's blog.” Marriott Head of Communications, Kathleen Matthews

The means to reach out to customers and employers with an authentic expression of grief
The ability to react almost instantly
The opportunity for its customers to offer their own thoughts or the tragedy
The ability for Bill Marriott to assume leadership during the crisis
Ref: Shel Holtz

“ Part of the job of a CEO is to explain your mission and actions to the public. Why wouldn’t you use one of the greatest communication tools that exists (a blog) to do that?” Jonathan Schwartz Tactical Transparency

Looking in to the future

w: http://stedavies.com e: [email_address] t: +44 (0) 790 4444 229

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Corporate Blogging A Dying Fad

by Stephen Davies

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