Kami Huse asked a thoughtful on her Communication Overtones blog the yesterday. A student asked her a seemingly simple question, “Would you recommend a blog, or other online communication tool to other companies?”
Kami said, well, yes. She does recommend blogs all the time. But then, her real answer is, “It depends.” Kami noted that the evangelist bloggers maintain blogging changes everything. Essentially, that there are so many new types of tools, why wouldn’t a company blog (or, set up a social network, a wiki/web site editable by users, etc.) She summed up her thoughts about whether companies should blog or use other online communication tools this way:
“So, my thought is that I am glad that the tools are available, hooray for progress, but the reason the tools work is because they meet the needs of people. Forcing a glass slipper onto an ugly stepsister only leads to pain. Companies and individuals should only use the tools where the tools fit, otherwise they are better off staying away from the ball.”
Bravo! I agree with Kami. And with the blogging evangelists (like Robert Scoble and Shel Israel, authors of Naked Conversations here is our review). Blogging changes everything for many companies and millions of users/consumers. Blogging and other online communication tools make interacting with prospects and customers easier. But only for a company that is ready and willing to be open to lots of interaction. Companies have to decide first how authentic/open their conversation with their customers will be. Not all of the conversation/interaction/discussion will be orderly or marketing-like. Not all of the conversation will sing the praises of the company. The company that takes on blogging must be diligent and monitor comments to weed out ‘lurkers’ and others (competitors) that are not sincere users looking for help and direction on problem solving.
Blogs are time consuming. Blogs are for the committed.
For those not ready to take the plunge, there are other less demanding options. Online tools such as message boards (which have been around a long time) are a good first step, as are hosted discussions. Cisco hosts a number of Ask the Expert discussions. Cisco web visitors and users can register and participate in the online Q and A with Networking Professionals.
The beauty of blogs is that whenever your customers have a few moments, they can stop by your company’s blog and share thoughts, learn something new and engage in a debate. Don’t you want your company to be the first in your industry space to offer a 7X24 conversation (blog)? Or, not be the only key player that does not have a blog?
We all want to offer our customers a relationship. The kind of relationship that steps up, whenever you need something. Like a quick answer to a nagging problem. A new technique to try.
Then, when it’s time to make a buying decision, the customer thinks of your company. That’s the goal. A mutually beneficial relationship. Customer gets help, insight, tips and a solution. Company gets a loyal, happy customer. Sounds like a Cinderella storybook ending to me.
I think it is so important to remember that it is about the relationships and not the tools. You lay that out nicely here.
Blogs appear now to be becoming enveloped in the ‘Online PR’ methodology.
With a name businesses can relate to they might start being taken seriously and not merely associated with people in dressing gowns writing about their cats.