In case you didn’t hear my panel at SXSW, let me reiterate: it depends! I was reading a blog post by the Freshleaf blog, which asks the question: “Should all companies have a corporate blog?“. Reminded me of the Q&A exchange I had with some participants at SXSW.
My response was that your social media strategy should revolve around specific marketing goals that you and your team have currently. It shouldn’t be a mandate to start a corporate blog?! Having said that, I cannot advocate a much more effective marketing communications tool than a corporate blog under the appropriate conditions.
As my friend, Jeremiah, has mentioned many times – the corporate website is in it’s last throes, while a corporate blog (to me) presents an interesting alternative. And, that’s where the Freshleaf post outlines some of the reasons (please bear in mind, that they are a design agency helping design corporate websites for customers).
Here are some points I concur with:
1. Humanizing the corporation: Corporate blogs permit a human-human interaction, presenting a completely human side to business that corporate websites have NEVER been able to achieve.
2. Enabling conversations: Blogs also allow the blog post author (product manager, engineer, etc…) to chat directly with the users of the product in a public forum.
3. Current, up-to-date and easily refreshed data on the company: One wonders how long some corporate websites take to update. On the other hand, corporate blogs are as easy to update as writing an email!
4. Develop brand leadership: Have you ever thought of establishing your brand leadership in your industry space. Imagine writing blog posts on all the latest topics which are then easily indexable and searchable.
5. It’s just the tip of the iceberg: Having said all of the above, a corporate blog is but one of the many ways you can achieve the above. Complete social media immersion in a rapidly changing social ecosystem is essential for brands to survive in the customer mindset.
Does your company have a corporate blog? Why?