Mark's Musings

Mark Atkinson – Content Writer

Corporate blogging – right and wrong reasons

Cyberspace is inundated with blog posts and social media channels these days it seems. Many are personal blogs – individuals expressing their opinion on every conceivable topic – not least the experience they had from their most favourite, and hated, brands or employers, in what has been coined ‘transparency tyranny’. In one by no means isolated case, the employees of an upmarket coffee outlet showed photos of the firm’s appalling behind-the-scene hygienic and employee conditions. In the age of social media, no brand is protected.

The wrong reasons

The social media agenda of corporations has sometimes backfired spectacularly. There was the case of a hugely-famous retail chain that had received bad press on the meagre benefits it paid to its staff. One employee went online to stand in defense, claiming satisfaction in all respects. It was later discovered and reported that the faithful blogger was in fact a senior management source planting propaganda. As time goes on, attempting to pull the wool over clients’, employees’ and other stakeholders’ eyes is a misguided strategy – you will be discovered.

The right reasons

The most annoying person in the room is often the one trying to sell you something. Not everything is a sales pitch and this particularly applies to corporate blogging. A more gentle approach that will gain interest and attention is giving information. In the healthcare business this might mean advice on a specific health topic each time – or in travel and tourism, a specific piece of travel advice.

By using key terminologies, it will draw traffic to your site, increase your wider online presence and highlight the services you provide. Used in the right way, online communication can be the best marketing tool way beyond the traditional and more-restrictive channels of TV or print advertising.

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This entry was posted on April 17, 2012 by in Social media and tagged , , , .
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Mark's Musings

Mark Atkinson - Content Writer

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