Primary function of corporate communications/public relations today is network building. External blogs are participatory communications tools that can build complex and effective networks. Blogs build connections and links between and among your key audiences, which help the corporations to use these networks over time to persuade people to action, to respond to a crisis, to leverage market conversations and to improve the business overall.
Effectiveness of a network depends on:
- number of users
- connection between the nodes
and blogs are particularly well designed to help a corporation to do the both parameters, since blogs are link-heavy, and the link is the core technology for making networks visible.
There are a variety of sites in which a graphical representation of the links (e.g., Opte Project, MyDensity.com) or track online conversations (Blogpulse, Technorati, PubSub) are received, typing in a url
The networked market knows more than companies do about their own products. This new balance of power, where consumers own marketing is aptly named "Consumer generated marketing". Blogs are not only the corporate tools but also consumer tools that promote companies who fulfil their promises, and to destroy those who break them.
Marketers expect to have product evangelists or influencers among the audiances. Once they find them they treat them like VIPs, asking them exclusive previews, product testing, consultation on marketing plan, customer services audit, etc…
Note:
The text and materials have been gathered from Wikipedia, Technorati, TechCrunch, BusinessWeek and RedHerring. We can proudly say that Boz Zashev and George Athannassov participated in the wikipedia text edits in blogging resource definitions as well.
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