Bloggers have damaged a number of companies, but it's time to think of the blog as your friend. Skillful blogging can boost your company's credibility and help it connect with customers. From Harvard Management Communication Letter.
What Lutz and other executives recognize is that a blog is an incredibly effective yet low-cost way to:
- Influence the public "conversation" about your company: Make it easy for journalists to find the latest, most accurate information about new products or ventures. In the case of a crisis, a blog allows you to shape the conversation about it.
- Enhance brand visibility and credibility: Appear higher in search engine rankings, establish expertise in industry or subject area, and personalize one's company by giving it a human voice.
- Achieve customer intimacy: Speak directly to consumers and have them come right back with suggestions or complaints—or kudos.
To get the most from your blog
- Have a distinct focus and goal
- Feature adn authentic voice
- Keep it open to 3rd party commentary both positive and negative
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