Ten years ago you’d never hear someone say “I blogged it out” or “Did you read that PerezHilton blog entry on Bobby Brown?” The truth is, blog probably sounded like a stupid word in 1997, but over the past three years, the term has become engrained in our vernacular. It’s everywhere. Even MC Hammer is blogging. And as Web 2.0 continues to thrive, there’s absolutely no stopping the four-letter word – so get used to it!
Blogs have simplified the way information is shared across the world. They provide an easy way to spread thoughts or opinions (both positive and negative) to millions. They’re easy to manage, fun to write and aren’t inhibited by normal ethics of journalism.
For some companies, this fast-paced, consumer-focused medium can mean utter disaster (please reference every single article on consumerist.com). But for others (also known as “the smart ones”), embracing these user opinions can boost brand recognition, loyalty and consumer trust.
Over the past years, companies have been looking for better ways to integrate consumer blogs and bloggers into their web marketing strategies, many of which have yielded excellent results. Here’s a list of three organizations that are doing the “blog thing” right:
1. Dell - In the midst of one of the hottest product crises in recent years (with nearly 4 million recalls), Dell turned to its greatest adversary to help it get back on its feet – the bloggers. Facing criticism and ridicule throughout the blog universe about its EXPLODING laptops, Dell quickly reached out to these nay-saying, citizen journalists with a transparent, helpful voice.
Even more impressively, Dell opened an online community for these bloggers called IdeaStorm, allowing anyone to post suggestions or ideas about the company’s products and services. Offering more than just face time, Dell is actually listening to what its people have to say – over 100,000 community participants have been successful in convincing Dell to offer Linux on its new laptops and desktops. Now that’s hot.
2. style.com - Rather than directly competing with one of the top fashion blogs on the web, style.com did the next best thing – they hired the blogger. Writer Scott Schuman now freelances for both style.com and GQ, while making continuous updates to his own site. And Time Magazine recently named him one of the top 100 design influencers of 2007 – not bad for a man with a blog and some clothes!
3. The National Hockey League – In a small, but important step for the NHL (as they work to recover fans lost to a 2004 no-show season), several of its teams have “become one” with and embraced their blogging community. Teams (including the 3-1 NY Islanders – WOOT!) have added links to numerous, regularly updated fan blogs into their official team sites. The devoted bloggers chat about game highlights, trade speculation and any rumors that may be floating around the league.
Following the lead of organizations like Dell, Style and the NHL, companies across the world are accepting that their consumers are using blogs as credible news and opinion resources.
So, at MGH, we recommend you do the same and make friends with your bloggers. Get to know who they are – what they like, what they don’t. Find a way to build a relationship that’s useful to the both of you. And always, ALWAYS be open and honest. The last thing you need is an angry mob of Interneters giving you a sound digital lashing.
Every 1.4 seconds, a new blog is born…so start reading today!
