Blog use among corporations has increased in the last several
years. Blogs have become popular because
of the lines of communication they open. Companies can maintain blogs cheaper, easier,
and quicker than newspaper ads. This
added convenience often leads to new business opportunities for a company.
Companies can increase their business opportunities because
blogs open lines of communication with potential customers. For example the article mentions Sun
Microsystems starting a blog. Because of
this blog, Sun Microsystems started closing deals with new customers much
faster, and customers mentioned reading the company’s blog. Soon the blog was getting traffic from its
major competitors. In this example, a
blog allowed Sun Microsystems to send information to its customers quicker,
easier, and cheaper than through traditional media.
In addition to being cheaper than traditional media, blogs
allow companies to present information in the way they want it portrayed. The article mentions that newspapers will
take an interview and cut the content to get the message they want. Because of this media can manipulate a story
and tell it the way they want. Companies
can use blogs to bypass the media, and they can produce a message the way they
want it to come across.
Blogs also increase the amount of interaction that a
business has with its customer base. Users
have the ability to post comments and questions to a blog, and companies can
answer pressing questions through comments.
According to the article, Michael Powell, chairman of the FCC, started a
blog, and he takes the time to read and respond to customers’ comments. This increase in communication between
businesses and consumers often leads to higher sales and product awareness.
Companies realize many benefits from blogging, such as lower
costs and increased communication with customers. Blogging is an integral part of the business
world, and companies should continue to utilize this tool.
Source: http://www.businessweek.com/technology/content/aug2004/tc2004089_3601_tc024.htm
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