Just a couple of days ago, I met up with some senior executive officers in a very well established Singapore based MNC, and I was there because I was called upon to discuss my training proposal for the company.
So there I went. One of the days of my proposed training was all about blog marketing and corporate blogging. After my short introduction of the course outline, the executives started to comment about the blog marketing segment, and its seems to me that these executives are yet to be open enough to accept blogs as a marketing tool. To them, blogs are still only online diaries, still nonsensical ramblings and frustration vents for individuals.
In fact, one very strong statement that they said that got really sunk into my head was… “Blogs are a nuisance!”
To be frank, I was really kind of taken aback by the statement – that big corporations like these are still yet to embrace the newer kinds of media on the web. I was disturbed. Is blog marketing still SO new in my area? Or am I just talking to the wrong department?
One thing for sure, I see a tremendous opportunity ahead of me, because I know blog marketing and corporate blogging is going to be a big hit.
Corporations have no choice
Seriously. I take reference back to the state of the blogosphere report in October 2006, when there were 57 million blogs tracked by Technorati (the numbers would probably be close to 100 million by now).
57 million blogs. Let’s say just a super minute 1% of them are active – that’s 570,000! 570,000 active conversations on the Internet! If you are representing a multinational company, I would say at least one would be talking about the company, right? I checked through a Technorati search, and its definitely more than one! 🙂
That one conversation can be something good (which is great for your company), or it can be something not so good. The point is, the corporation needs to participate in these conversations, to address issues that people are facing with the use of your products, to know how people feel about your customer service officers, or even if people out there are thinking that you are employing false advertising (which is in fact what is happening for this company)… BEFORE the journalists and researchers from the mainstream media pick the stories up and blows that to the daily papers.
Even if no one is talking about your company on the blogosphere, this would be a brilliant opportunity to get a good word out… because if you don’t, your competitors will anyway.
Corporations have no choice but to embrace blog marketing, and they need to start now. (or rather, yesterday! )
When I talk about blog marketing, I don’t mean that every corporation must start a corporate blog like Bob Lutz of GM or the recent one by Bill Marriot. I mean that the corporation must be active and aware of the blogosphere.
Blogs ARE the long tail of opinions and blogs ARE the new media. Its undeniable and there is nothing you can do to stop this, unless you send people to cut the underwater Internet cables every week Sites like Blogger and WordPress have made it so easy to get started with a blog, and really, even my 12 year old cousin has a blog!
I know, blogs are also a nuisance… but that is only when you allow them to. Every negative situation handled well can be turned into a brilliant opportunity for you to get word about about your company in a positive way. Handle these nuisance well, and soon you will start to appreciate, or even yearn for more nuisance!
Corporations have no choice. Have you started?