Many companies are debating whether to create a blog or not, whether to participate in any form of social networking or not. One of the key questions is: Is it worth it?
As most of you know, besides being consultants, we both teach at UCSD Extension. Many of our students come from local businesses. The class projects of these students have convinced us the some companies could really benefit from listening to and participating in some blogging activity. Blogging is not for everyone, but some companies have set aside hours for executives to respond to bloggers, with success.
Has your company developed a formal program for monitoring, listening and organizing data from blogs about your products or services? If not, why not? Lack of interest? Lack of time? Not knowing the value?
Think about the person who blogs: they are passionate, interested and vocal with their opinions. If you have read Pain Killer Marketing, this describes an ideal subject for qualitative research! Learn which blogs to follow. Occasionally steer the conversation to a topic of interest to you. You may find an incredible source of detailed information on customer pains or Voice of the Customer attributes!
What do you think?
If you want to see the slides from our presentation at Dine America! in Atlanta in September, visit Chris Stiehl's page on LinkedIn for access.
Be sure to see us at our Public Relations Society of America presentation on November 10th in San Diego (convention center) in the morning.
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