Answers to AMA Marketing Questions
These questions have been compiled on a white paper that will shortly be available for download.
Who is Reading these blogs?
The majority of blogs are written by the young. The youth demographic, led by My Space has dominated the blogging numbers and thus much of the coverage. At the same time, the expert information found in blogs by professionals has given rise to class of people called “influentials.” These top 10% of any demographic drive public opinion from local politics to international economic opinion.
As blog growth grows, so does the number of readers. The first blogs focused on politics and the media. They have altered the balance of power and changed the way that large institutions package their message. Bloggers were driving forces behind the resignation of Dan Rather from CBS News and the recent electoral defeat of the Canadian government.
The input of millions of people, led by the elite opinion of the influentials, has the ability to drive sales (as in the case of media and entertainment), ruin marketing campaigns (product launches with poor execution or sub-par products), and soon, begin to affect company stock prices and personal reputations of company executives. The bloggers are a creative and destructive force that are just beginning to touch the business world.
Why should a company start a blog?
Companies who read blogs get first notice of breaking news, emergent trends, and the changing nature of public opinion. Company blogs executed well build credibility and project a message of self-confidence. Examples of reasons to start a corporate blog would include;
Employment Branding, Product Launch, Public Relations, Marketing Campaigns, Consulting Services, Vendor Relations, Media Relations, and Innovative Ideas used to established Industry Expertise.
Blogging evangelists often speak of a conversation taking place in marketplaces. Participating in the blogging world gives companies a competitive edge in that conversation. Bloggers are early adopters, expert networkers, and skilled at gathering competitive intelligence. Companies who start a blog can bring those skills in house and learn the language and etiquette of blogging, learning to engage these individuals in achieving goals. Companies that fail to engage in this conversation now will find themselves playing catch-up for years to come.
Who is Reading these blogs?
The majority of blogs are written by the young. The youth demographic, led by My Space has dominated the blogging numbers and thus much of the coverage. At the same time, the expert information found in blogs by professionals has given rise to class of people called “influentials.” These top 10% of any demographic drive public opinion from local politics to international economic opinion.
As blog growth grows, so does the number of readers. The first blogs focused on politics and the media. They have altered the balance of power and changed the way that large institutions package their message. Bloggers were driving forces behind the resignation of Dan Rather from CBS News and the recent electoral defeat of the Canadian government.
The input of millions of people, led by the elite opinion of the influentials, has the ability to drive sales (as in the case of media and entertainment), ruin marketing campaigns (product launches with poor execution or sub-par products), and soon, begin to affect company stock prices and personal reputations of company executives. The bloggers are a creative and destructive force that are just beginning to touch the business world.
Why should a company start a blog?
Companies who read blogs get first notice of breaking news, emergent trends, and the changing nature of public opinion. Company blogs executed well build credibility and project a message of self-confidence. Examples of reasons to start a corporate blog would include;
Employment Branding, Product Launch, Public Relations, Marketing Campaigns, Consulting Services, Vendor Relations, Media Relations, and Innovative Ideas used to established Industry Expertise.
Blogging evangelists often speak of a conversation taking place in marketplaces. Participating in the blogging world gives companies a competitive edge in that conversation. Bloggers are early adopters, expert networkers, and skilled at gathering competitive intelligence. Companies who start a blog can bring those skills in house and learn the language and etiquette of blogging, learning to engage these individuals in achieving goals. Companies that fail to engage in this conversation now will find themselves playing catch-up for years to come.
posted by franki durbin @ 9:33 AM PERMALINK
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