UK-based Social Media Portal (SMP), which tracks the global use of social networks, believes that it’s vital for companies to build their brands through blogging.
Blogs provide a place for two-way interaction between the organisation and consumers, and allow customers to provide valuable feedback on how the brand is doing.
“Blogs will continue to play an incredibly important role for brands and they should be looking not only to be managing their own blog, but rather becoming part of the blogging community and contributing,” she said cofounder and editor of the SMP, Rachel Hawkes.
Of course, a corporate blog has to be real if it’s to be taken seriously by customers and consumers. Blatant PR exercises are highly likely to damage a brand, no matter how good they might seem at the time.