In little over a year or so, since I first started to speak about it, I have seen corporates and organizations become much more receptive towards the need to adopt blogs as an important tool to engage with key stakeholders. Businesses have already started to see blogging as a ‘should do’ initiative. However, many are still unsure as they find the blogosphere uncontrollable. The need is to understand that they are being spoken about irrespective! The way to reach your voice is through participation.
There will of course be reactive blogging by brands, companies and business leaders in response to being spoken about on the blogoshpere, but I think marketers and corporates who adopt blogging proactively will benefit most.
Blogs are an opportunity for marketers to engage with the consumers first-hand, to establish context – by sharing and seeking perspective – in a two-way communication process that is closest to word-of-mouth and yet broad-based. Similarly, corporates can establish thought leadership, influence policy, engage with prospective employees and more through proactive blogging.
Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.