The Article Box

Tuesday, October 25, 2005

Business Blogs, Does Your Company Need One?

I’m often asked by clients and prospects whether or not their business should blog. While there is no universal answer, there are guidelines to consider. In general, blogs make more sense for business-to-consumer companies. But whether or not you are a B2C company, you should evaluate a number of factors including your brand equity, your target audience, and your internal resources to reach a decision regarding your blogging commitment.

If your company is associated with a well-known consumer brand, you might be surprised to learn you are probably already the subject of a blog or certainly mentioned in blog postings for various reasons. Searching the blogosphere for mentions of your brand is your first step in evaluating the corporate blog imperative. If consumers are posting comments about your brand, products, or customer service, you need to join the conversation. Ideally, you would launch a brand or product blog to give customers a sounding board. Remember, it is not your job to set customers straight with a corporate blog. Rather, it is your job to listen and learn!

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