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Blogs: Viral, Targeted, Fast, Informative--And Becoming Critical
http://www.iabc.com/cwb/archive/2005/0305/blogs.htm
Cohen, Ephraim
Communication World Bulletin
2005
Abstract: The world of blogging, also known as the blogosphere, is wild, highly viral, uncensored and unedited. It is also the newest and most critical tool in a business communicator's toolbox. Why? Because with blogs, communicators can quickly, regularly and easily deliver a variety of information to a highly targeted audience. A good blog will create a more personal relationship with customers and influencers by showing that the company is listening and responding to what they have to say.
| Reviews | | Stevie Wilson | Blogs: Viral, Fast, Informative-- Not "Becoming" Critical , but ARE Criticla
Blogs are viral-- if properly written, focused, tagged and actually sent into the blogosphere. If you aren't connected with the blogosphere and social aggregators, you are essentially the sound of one hand clapping unless you are writing very specifically about a certain topic that is "hot" for a niche.
Blogs can drive traffic swiftly -- faster than newspapers and definitely at the speed of light compared to magazines with a 2-4 month lead time.
Give a good blogger photos, logos, complete information, access to the decisionmaker or person who can supply the information and they will run with it. If they are well connected, they can make a HUGE rush-- called a lemming effect-- to a product or a location/site.
What you get from a blogger is based on what results you want to achieve. They can't make a product sell, but they can drive traffic. If the product isn't "all that", or maybe the blogger doesn't have the product to test, then the blog is going to be less than effective.
Just figure that it cuts your time down, you aren't spending on advertising unless you want a dedicated post which is a good idea because you have an advertorial that could help 1xweek for a month or longer.
Think about it. It's the new advertising & media tool to get the word out about you, your brand, your product. |
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