Querschnitt durch die US-Firmenbloglandschaft
Posted on March 20, 2006
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Die Kansas City Star hat einen praktischen Überbick über eine Reihe von US-Amerikanischen Firmen erstellt, die Blogs nutzen. Es werden einige Vorteile genannt, die sich in der Praxis eingestellt haben. Lohnenswert zum Lesen. Auszüge aus The bottom line on blogging, companies find all that Web talk builds business
Unterhalte Dich auch im Netz mit Deinen Kunden:
Business is talking, and consumers aren’t just listening anymore. They’re talking back. Blogs — online journals popular for several years with teens and anyone else with a desire to share details about their lives or a favorite hobby — are finding a place in corporate America.
Auch Suchmaschinen spielen eine wichtige Rolle:
Companies are using blogs to build good will, to push their Web sites higher up on search engine lists and to get consumers talking about their brand. IBM encourages employees to blog and set up a “Blog Central” site on the company’s intranet to spotlight the work of IBM bloggers. The company also set up templates to help bloggers get started.
Nicht jede Firma springt auf den fahrenden Zug:
Larger companies are faced with concerns that blogs could become a place for consumers to lash out, or a place that company secrets or dirty laundry might get leaked intentionally or unintentionally. “There is a feeling in large companies that this is a little bit dangerous,” said Vicki Warker, a Sprint vice president for business marketing who writes an occasional blog called Things that make you go wireless. “But it’s also dangerous not to know what’s going on.” Jantsch, whose Duct Tape Marketing blog covers small business, said the Internet gave consumers a place to talk — whether a company liked it and supported it or not. “If you’re going to get a lot of bad feedback on your blog, then you’re getting that anyway,” Jantsch said. “They’re just going other places.”
Manchmal ist es auch umgekehrt, wenn Blogger mit der Firma reden, es handelt sich dabei idR um besonders interessierte Kunden:
A site popular with some Sprint PCS users — www.sprintpcsinfo.com — was formed a couple of years ago “out of sheer consumer activism,” said the site’s editor, Christopher Price. The founders of the blog were trying to pressure Sprint to build Bluetooth connectivity into Sprint phones, enabling them to connect wirelessly with other devices. “It took about six months, but they finally did it,” Price said. The site is no longer an “activist” blog, but instead tries to inform Sprint consumers about new products and problems.
Das Bid Dont von Blogs?
In the blogging world, where virtually everyone has an opinion or 20, there seems to be unanimous agreement about one thing. Blogs aren’t about advertising, at least not in the traditional sense of advertising. They’re about visibility. Blogs draw consumers looking for information. And they draw search engines directed by consumers looking for information.
Und das Bloggen hat per se auch einen weiteren Vorteil für den Mitarbeiter, was ich nur bestätigen kann:
But there are other corporate benefits — both marketing-related and job-related. Dave Seitter, a lawyer with the Spencer Fane Britt & Browne law firm in Kansas City, has been writing a blog on construction law issues for more than a year. Jantsch recommended Weblogs to Seitter about a year ago. It was a very new concept for the 51-year-old lawyer.“It sounded to me like some sort of health treatment or going to the spa,” Seitter said. Now he’s a convert. “It helps me stay focused on the industry,” Seitter said. “I’m finding I read a lot more.” Brill of IBM agreed. “It’s part of what I do to maintain my job,” Brill said. “If I didn’t do it, I would be less successful than I am.”