Blogs help your company speak

While reading “The New Rules of Marketing & PR” by David Meerman Scott, I broadened my concept of blogging and how blogs can be a valuable tool in PR. My experience and knowledge of blogging has to this point only been reading random blogs that I find through my searches through search engines. I never really put it to thought that a company could use blogging so in depth for developing their social media image and to put an almost real person voice to their company.

Discussed in the book, in the section “The Four Uses of Blogs for Marketing and PR” page 64, were some different ways a company could use blogs to improve their company image. For example, companies should monitor blogs to see how their brand was being perceived by consumers. Was their brand receiving positive reviews and mentions? What about negative? Companies could try to shape the discussion into a positive view by replying to blogs and other replies. By doing this you are showing people that your company is taking a proactive role in its company image. A company could try to fix a bad experience mentioned in a negative review showing others that the company cares about its customers.

Many companies online presence is based around a blog. For example Smashing Magazine is just a giant blog with different categories to help users navigate the many useful articles on their blog. They been blogging for some time, and constantly engage its readers. Anyone in the web design/development world that knows of Smashing Magazine knows they can trust what is posted on their blog.

Another great use of blogs is to continuously provide content when your main company focus is based on something that happens not so often. For example GQ Magazine uses multiple blogs on their website to continuously push out content even when their main focus is to create articles for their monthly magazine. One of their blogs is their culture blog for entertainment. With a continuous content output through blogging, companies never seem to drop off the map which many companies do. It’s always nice to see your favorite company is still hard at work doing what it does best. 

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