LG decided to join the community of bloggers and become part of the conversation
This will allow the brand to be recognised as an online citizen who is interested in the latest trends
Dealing with comments and enquires to the blog, as if LG was a real person
Management of blogger relations
How to become one of the boys This is the stage when LG joined the blogging Community. The publics were not yet trusty of LG ’ s motives. The LG persona started to comment and share information with the bloggers. The last stage finds LG as a well-known and trusted member of the community where LG may even shape the debate ’ s direction.
To get to the community member stage LG had to go through a building credibility phase. In PR it is very difficult to make people believe that a brand or a person is not doing a certain deed for the wrong reasons. The trick was to convince the bloggers that the LG persona is genuinely interested in the discussions online and wants to be useful for the community.
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Brown, R. (2010) ‘LG Mobile: Utilising the blogosphere to increase buzz and drive positive sentiment of mobile phones’ in Moss, D. and Powell, M. Public Relations Cases: International perspectives . 2 nd ed. Routledge. Pp59-75
Balter, D. (2008) The Word of Mouth Vol. 2 . Print Matters Inc.
http://www.lgblog.co.uk/ (accessed on 6 Jan 2011)
http:// www.facebook.com /LGUK (accessed on 6 Jan 2011)
http://www.youtube.com/user.LGBlogUK (accessed on 6 Jan 2011)
http://twitter.com/#!/LGBLOGUK/ (accessed on 6 Jan 2011)