A corporate website with no blog is like apple pie without the ice cream
A lot has been written about CEO blogs, corporate blogs and whether companies should have blogs. Done badly, its a recipe for disaster. Done well, the company and the consumers both win. If you build it – will they come? If a tree falls in the woods…? Just creating it is not enough.
In an era where consumers want to hear from their peers, a company that has a blog facilitates that conversation and is in a position to monitor the sentiment of its customers.
Provided the blog is setup in an open and transparent manner, and that the company’s policy regarding moderation and censorship is clearly stated, there is a place for people to gather. One has to give to receive, and positive and negative comments will be generated which require responses. It is about engagement with its consumers and not about largess. It takes time, effort and dedication, not to mention the knowledge on how to respond. By inviting a conversation on its website, a company will gather valuable insights about their products, ideas and sentiment in general, and is in a position to join and influence a conversation that can ultimately lead to better customer experiences. It also opens up a platform from which the company can inform and respond to issues. A company that is seen to be accessible can deliver a more engaged visitor to its site and potential more traffic overall.
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