How to Blog Toward a Positive Image
In the past, we've talked about the SEO benefits of blogging. But what if your company is so big, like Starbucks-big, that there's no real SEO benefits to be gained by blogging? As Jordan McCollum over at Marketing Pilgrim points out, there are substantial human/public relations and customer service gains to be had from blogging. In Why Corporations Truly Need to Blog, she lists 5 key gains that can be enjoyed by any corporation, no matter how big or small. Summarized, there are:
- Online reputation management
- Getting your visitors’ input
- Getting your visitors’ negative input
- Maintaining your focus
- It makes you human
Now, Jordan goes into quite a bit more detail of course, and you'll have to read her post yourself if you want those goods. What interests us the most about these pointers is getting and publishing positive and negative feedback alike.
I know that freely airing negative opinions about your products and services seems to defy corporate convention, and it does. However, we can learn from the example of a company that regularly defies corporate convention and has become a stunning success in doing so: American Apparel. Their decidedly anti-corporate business model and uncharacteristically low quality photo ads aside, they have recently started publishing their Hate Mail.
In doing so, not only do they come off as the antithesis of corporate arrogance, but they really detract from the criticism that consumers make. First of all, most people write complaints when they are in an aggravated state. This can easily give the tone of their grievances a belligerent and, therefore, less credible tone voice. Consequently, their (or your) critics come off as looking rash and unreasonable. By letting them publish their belligerent rants, you not only make them seem less credible, but all similar crtitiques less credible.
More to the point, however, by freely airing those criticisms, you make them seem like less of a deal and, therefore, less of a problem. Basically, you send the message that you are so unconcerned by such criticisms because either (1) you have already resolved the problem, or (2) the problem expressed by the individual consumer is clearly not the norm. It is really a kind of reverse-psychology damage-control that can work wonders for the after-taste that your brand leaves in people's minds.
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Comments
Thanks for the link. I'm glad you enjoyed the post. I really appreciate your insightful analysis here; I'm glad that at least someone listened and didn't just dismiss everything I said out of hand. I really feel like we're on the same wavelength here; you've very eloquently elaborated on the point that I was trying to make. Great job.
One correction, though—I'm a she.
Posted by: Jordan McCollum | March 9, 2007 12:14 AM
My bad, Jordan. I guess that "to assume" really does "make an ass out of u and me"... well, in this case, just me. I'm so embarrassed that I'm blushing. I'll fix up those "he" and "his" right away.
I appreciate the kind words, and couldn't agree more about being on the same wavelength. It's striking how valuable a blog can be beyond the realm of traffic.
You know, I think that because social media has given the consumer so much power and such a voice, it has really turned PR convention on its head. But Web 2.0 aside, I guess what corporations never understood is that if you fess up and concede you blunders, it lends you a human element because all humans are fallible, and that can be invaluable when it comes to courting your target market.
Posted by: Chris | March 9, 2007 10:11 AM