Using Company Blogs to Win over Decision Makers |
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| Authors: | Annie Galvin Teich |
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| Institution: | (1) The Teich Group, 26 Bluff Ridge Court, Greensboro, NC 27455, USA |
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| Abstract: | Company blogs offer publishers a media platform to build online communities around issues of interest to customers and prospects.
Web 2.0 represents the fundamental shift from “old” marketing where publishers engaged in one-directional push messaging and
“new” marketing where customers and prospects are also creators of content and key messages in response to their individual
experiences. Whether companies decide to participate in the online conversation or not, they and their products are being
discussed. To maintain credibility and support their brands, publishers must engage their audiences online. Creating a company
blog as the centerpiece of a Social Media strategy can be a meaningful investment in a publisher’s longevity. |
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| Keywords: | Blogs Bloggers Social media Blog search engines Technorati Customer evangelists Online communities New communication channels |
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