Research on brands and blogs by Shiny Red, an online PR consultancy, has thrown up some data that should make companies sit up and listen. See the clippings from BrandRepublic.com below.
The take home message for businesses? Blogs facilitate real and valuable engagement with your customers and stakeholders - they are the next generation after the static HTML website that we’v been used to so far. But make sure that when you blog you do so consistently with high-quality content - whether it’s information, entertainment or discussion.
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More than half of the company’s 600-people sample said they exepct brands to be having online conversations with them. And 94 per cent said they valued how being online allowed them to tap into information that fitted with their specific interests.
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Another sore point was the way that some corporate or�CEO�blogs aren’t updated often enough�- an example of where a brand is paying lip service to the blogosphere.
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Meanwhile Ashley Norris,�co-founder of Shiny Media, claimed that: “Online marketers need to be ‘of the web’ not merely ‘on the web’. Blog readers are influential, intelligent, informed and interested. All communities will move online eventually.”
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But according to Shiny Media, owner of a 20-blog network, successful sites must include significant, fast-moving, high-quality content with links to other blogs and websites.
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- Posted on
Thu, July 19th, 2007
- Author
Yang-May Ooi
- Category
- 2 responses
July 19th, 2007 at 1:45 pm
Interesting numbers on the face of it - but I’d like to see what sort of questions were asked. I.e. “What do you think of CEO’s blogging?” versus “Does it annoy you when CEO’s don’t update their blogs regularly?”
Clipmarks, though - I’ve heard of it but never got around to using it but seeing the context you’ve used in it has definitely inspired me to go and install the Firefox plu-in.
July 21st, 2007 at 5:38 pm
Yes, I agree - knowing the questions would context to survey answers. But I think there’s a point worth noting - I always advise my clients that updating your blog regularly shows a commitment to your readers and if they are your customers/ clients, then it’s a very simple and clear way to show your commitment to your customers and clients.