Corporate Eye

...compare, compete, excel

Media

Using Social Networking to Make a Positive Media Relations Impact

Social networking is a form of marketing that is used by large and small companies, individuals and businesses and is often highly profitable, depending on what circles it’s in. Although you will hear many companies and bloggers tout the varied benefits of social networking, there are heavy responsibilities that come with social networking. Blogger accountability and company responsibility are only a couple of factors that contribute to the image that the blog has on media relations and networks. Online accountability, customer interaction and marketing follow-up are other factors that help determine what resonate with bloggers and what audiences want to read on the blog.

A few weeks back, the case of a Twitter account that was masked or hijacked caused quite a stir in the media and had folks talking about corporate responsibility and negative impact. It involved the case of the Exxon Mobile company and a blogger who had assumed an identity as one of their corporate bloggers. There were some things that were shared on Twitter that were misleading and damaging, but also reflected negatively on the ability of Exxon to manage their systems. They (Exxon) were held responsible for the actions of this blogger as people wondered just how this blogger was able to get away with as much as she did in a limited amount of time.

Corporate blogs are written and maintained generally by corporate employees. Organizations choose individuals who have strong writing skills and a personality that connects with the audience, giving them the ability to transfer their message adeptly to the blog readers. Because corporate bloggers have these special skills, they also know the importance and power of developing a solid social networking circle in the best interest of traffic to their blogs. They know those who frequent the blog, those who are controversial, those who are their peers and those who are their enemies. Therefore, it would stand to reason that if a corporate blogger has a relationship with its readers, there are likely to be less instances where the blogger or the company aren’t aware of what’s going on with their blogs. So, how in the world can an Exxon blogger hijacker take over a Twitter blog without people really knowing what’s going on?

In order to minimize situations like what happened to Exxon, have your corporate blog identity rooted in exceptional communication and customer service. As for the blogger that maintains the blog, make sure that they establish themselves as an anchor for the company, spouts the company’s message loudly and that his or her voice in inexplicably tied to the mission and objective of your corporation. Also, ensure that the blogger knows the message well and aligns with it. Too often, blogger blog simply to blog. Ensure that your corporate blogger has passion, continuity, believability and connection. Your message is too valuable to get lost in transmission.

What has your corporation done to ensure the integrity of your blog? What are some things you can do as a blogger to avoid the Exxon situation from happening to you?

The Bloggers Are Impacting Political Arenas

They’re everywhere. Bloggers that is. They’ve been at the U.S. National Democratic Convention all week, and judging by the buzz on political websites and blogs, they’re not going anywhere too soon. This short video excerpts a portion of the bloggers that were on hand at the Democratic National Convention and gives us a glimpse into the reasons why they feel like they’re making a difference by blogging on the political issues this week.

http://link.brightcove.com/services/link/bcpid1578089393/bctid1753232335

As you watch the clip, you will hear the bloggers comment time after time that they don’t want to be “spectators” or just “sit by.” They don’t want to be told what is going on…they want to see for themselves. At a time in United States history where history is being made on an almost celebrity-like level, it’s no wonder why bloggers want to share in all of the fun. But, how will the bloggers blogging affect the political climate on the Internet or even in local communities? Will people pay attention to them long enough to really be able to form an educated opinion about the issues? Will it really matter?

Blogging has been around now for a while, and has been relegated to people who simply want to journal their lives or their personal developments. But in social marketing circles, blogging has taken on a life of its own and now has people of all backgrounds, skill levels, social status, religious slants and political persuasions blogging on the ‘net about whatever strikes their fancy. The only difference being that when certain bloggers blog, people are going to listen, and take note.

This Washington Post article talked about how John Edwards was offended by a couple of bloggers blog entries, but decided to keep them on anyway, despite his reservations. Is it perhaps the powerful bloggers voice that changed his mind? Or maybe the repercussions that would ensue had he dismissed the blogger’s services? Oh how powerful IS the blogging voice!

When situations like what occurred with John Edwards on last year begin to happen frequently in political arenas, people become understandably nervous about what it is that bloggers might in fact put on their blogs. Political climates are especially prey for fodder and “misunderstood” information. Are bloggers loose cannons? Can they simply say anything that they want to say?

This week at the U.S. Democratic National Convention, there are numerous bloggers who are blogging about what they see, hear, are gossiped to and what they speculate on. It is safe to assume that a lot of their material won’t be accurate. It is also safe to assume that out of over 100 bloggers that were allowed privilege to get into the convention to sit as blogger-journalists, that each of their blogs will form varying opinions and ‘unmatching’ stories. It doesn’t mean that the bloggers are reporting inaccurate information; it just means it’s their opinion.

How then, if the blogger’s opinions are going to be at the helm of their blog posts, can we safely say that the blogs are “good journalism” or even worthy material? Is political blogging, simply by virtue of it being political, any less subject to scrutiny or analysis? Can political bloggers simply say anything that they want to say? Where do we draw the line? Or, should we?

The Marriott Brand Shows How Your Blog Can Be Successful

Mr. Bill Marriott of the Marriott Hotels takes time out of his busy schedule on a regular basis to write on his blog. As a busy executive, you would think that he has very little time to do such things and that he would also have a staff to handle such administrative functions. However, what Mr. Marriott is doing and what other business leaders should mimic is Mr. Marriott’s commitment to quality, his commitment to excellence and his unfailing commitment to the core of his business conglomeration – – the customers.

Blogs have quickly become a marketing magnet, enticing and attracting customers who otherwise may not have considered a product or service showcased in a blog. Companies who blog on a frequent basis and blogs that speak directly to the customer are more likely to be successful than those blogs that simply exist. Customers want to know that you have their needs and considerations in mind. They want to feel and see genuine customer service. Blogs contribute to this and fill this need by offering a connection between the company and its customer base. Customers (and competitors!) read blogs to see what the company is doing, what their future plans are and, again, to connect with the company on any level. Customers generally want to feel good about spending their money with you.

Maintaining blogs can help a company’s success rate, no matter how big or small the company is. Blogs are designed in nature to be a voice or a personality for the company, therefore establishing solid connections with the blogging audience is key in making the blog as successful as possible. Bill Marriott maintains a very connecting blog where he also allows others to comment on the blog and he even responds to those comments on occasion. While yes it is true that most executives are very busy individuals, what I believe is important here is the ability for an executive to connect directly with his readers and make a significant impact with his business. Let’s look at some elements of the blog to make that assessment:

  • Mr. Marriott writes and contributes to his blog on a frequent basis. Doing this is one way to ramp up your blog’s readership and show your level of concern for your readers. Giving them fresh, timely content on a regular basis makes readers come back for more.
  • The blog itself is easily navigable and a clean read. The eye doesn’t have to travel too hard or fight to find a comfortable reading level. Be sure that your business blog is easy to read as well so as to keep readers coming back for more. If there is any difficulty or not enough white space, you could possibly lose readers.
  • Lots of images and photos of Bill himself and of his numerous hotel locations. Ideal for businesses that are showcasing a product (like in this case, hotels) or something that you want customers to “see.” This helps customers make decisions quicker and are more inclined to add services or features on to their orders.

What is your blog doing to attract customers? How can you make your business blog more attractive to customers and invite them to comment?

Consumer Inclusivity Works Well For Large Corporations

What better way to get your company’s name in front of thousands if not millions of eyes than to do it through  a medium with which everyone will remember?  Playing board games, of course!

Hasbro will release later this month (tentatively August 26th) a new and extended version of the popular Monopoly board game called Monopoly Here & Now. The new version promises to feature such countries as Cape Town, Jerusalem, London, Paris, New York, Rome and Taipei and will be printed in 37 languages and sold in 50 countries. With this new deal, will Monopoly perhaps monopolize the board game industry?

Initially, Hasbro solicited the public’s opinion in deciding which cities would be represented in the new Monopoly Here & Now game in January 2008 by asking for their input in selection. Fans of the new board game had the opportunity to “vote” their selected city in and bragging rights for life. Hasbro’s idea of allowing the adoring public to be a part of the changes they’re making within their board game division was a savvy move on their part.

Often when companies want to increase the buzz about a product or service, they will make a release statement to the general public with offers of free products or a chance to partake in a new development, as the case with Hasbro. Adding to the idea of involving the public in a major business decision, Hasbro’s idea of including major countries and cities provided more of a network opportunity for Hasbro to establish themselves as industry leaders.

Why Public Inclusivity Is A Good Practice

Hasbro could very well have had their marketing and development team design and supply the new board with the countries and cities that would be included in the game. There are literal development teams that survey and research marketing techniques, consumer buying patterns and analyze which areas to concentrate on and where to focus the bulk of their development energies. When Hasbro decided to ask the public about which cities and countries should be included on their new board game, it certainly wasn’t because they were at a loss as to what to do; it was a strategy to garner public attention and create a buying sensation. Public inclusivity is a phenomenal business practice for large corporations like Hasbro because it does create a consumer buzz and because people are far more likely to buy a product where they have an emotional attachment. Companies like Hasbro create consumer’s emotional attachments by offering them chances to participate and be a part of a product’s development. Other types of this kind of consumer marketing is when there are contests to:

1.) Name the new logo for Google.

2.) Wendy’s design a new hamburger.

3.) Bloggers who maintain websites and need new Blog design’s.

Public inclusivity is ideal for companies of any size and works wonderfully for a company’s media relations campaign. Consumer marketing and spending ramps up when there are reasons for the public to get involved.

What are some things that your company can try to engage consumer inclusivity? What areas of your corporation would benefit from it?

How Corporations Can Get On “The List” As Blogging Forces

What message does your company have or what product does it offer to consumers? Is it worth talking about or sharing with others? Corporate blogs are becoming increasingly popular as a part of the media package that companies are using to reach the public, investors, consumers and even their competition. Corporations are using blogs as a way to reach out and share a message, tell a story or simply to increase productivity.

Starting a corporate blog requires more than just desire. Although desire and energy are optimal for its success, the blog must also serve a business purpose in helping the company to achieve certain objectives and also in furthering their mission. Most companies that start a corporate blog have ideas of writing or blogging that will invariably skyrocket their business or take their business into a new phase of commerce. Generally, this doesn’t happen with corporate blogging, at least not right away, as effective blogging takes time to build and requires careful consideration of the blog’s style and tone. It also takes time and diligence to find bloggers who can appreciate hard work and have the ability to produce quality, consistent content that engages the audience. Doing these things on a regular basis will help the blog in achieving its goals for the corporation. 

Reasons to Start A Corporate Blog

Before a company decides to start a corporate blog, several things should be considered: 

  • Who is the businesses core audience?
  • What is the ultimate goal for blogging? To entertain? To educate? What is it that the business wants to accomplish?
  • Are there any capable, passionate bloggers on staff, or will the organization need to outsource to freelance writers? 

In most cases, these questions have either already been answered or everything is already in place for the organization to start a blog. However, there may still be reasons for you to question whether or not a blog is right for your company. Consider the following reasons as to why companies start corporate blogs:

To Discuss Current Events

As a part of the corporation’s social responsibility to the community, many corporations start and maintain a company blog to show their awareness of current events. If they are supportive or perhaps non-supportive of the message in any current events, companies often use their blogging (voice) to show concerns, displeasure or simply to give their opinions. This is also why it is imperative to use professional, efficient and passionate bloggers who have detailed research capabilities. Bloggers who stay involved in current events seem to be able to connect to the audience more, engaging them in the conversation and keeping their interest as they relay news and information.

To Create Credibility

Organizations who wish to establish themselves as authorities in their field readily publish professional blogs to instant credibility. The organization’s popularity increases, as does their brand name and recognition as they begin to garner attention as leaders in the industries and become the preferred first contact for consumers. Companies also create credibility when they exhibit social responsibility, handle controversy in a professional manner and address issues that are debatable for their industries. All of these things show that the company is not afraid to venture out and has a voice when the subject matter is sensitive. Issues that require a sensitive voice in blogging have a fine line with which to establish their credibility, therefore must be handled carefully, methodically and consistently so as not to alienate the blog’s audience. 

To Facilitate Interaction Between Employees and Customers

This by far has to be the biggest perk of a corporate blog. Getting the interaction going between your employed bloggers and the customers that you wish to reach can be a match made in heaven. Take a look at the blog maintained by McDonald’s hamburgers. What is consistent about their corporate blog is their openness and willingness to discuss issues of all subjects; community responsibility, questions on the nutrition of their food products and information on current events on local and national levels. From glancing at their blog and scanning a few articles, you can see that their blog is very engaging, succinct and makes the reader want to come back for more information.  

To Increase Performance on Search Engines

Finally, the likeliest reason for most corporate blogs is to potentially increase their performance on major search engines. This is perhaps the main reason why corporate websites invest numerous financial and human resources in order to have their websites compete for the top search engine rankings. If a website seeker searches for information that is high relevance for a corporation’s blog, the corporation covets to be the top search in that specific subject. Blogs that are maintained on a frequent basis have an increased chance in ranking well and high in the top search engines. Bloggers know this and strive to write fresh, compelling and engaging content that will keep the interest of the blog’s audience.

Incorporating these measures into any new or even existing blog on a corporation can be extremely helpful in the beginning stages of any company’s new media role. These reasons and suggestions can also be beneficial in helping any corporation make it to lists of corporate blogs who want to establish themselves in Internet commerce and awareness. Blogging is a key step in achieving that goal.

Has your company started an interactive blog to increase awareness or increase business? What are some things you’d like to see included on corporate media blogs?

The Emirates Business Sponsorship Creates Winners

Business sponsorship is not a new marketing or public relations idea that businesses use to gain recognition or to instill goodwill in consumers. The idea has been used and is used quite frequently in the business community to create awareness and increase consumer spending.

Sponsorship involves a business offering financial support to a company, event, activity or organization in pursuit of their goal. The benefactor generally has a product or service that they are trying to increase awareness of or bring customers to. In many sponsorship cases, especially in business, the recipient of the support agrees to tout the name of the sponsor in their marketing or advertising, branding or promotions material. The situation works ideally for both parties because each gains exposure for their cause while offering a (perceived) value to its customers.

Soon, the internationally-based company, Emirates, will be enjoying that same type of attention once deal is sealed on their sponsorship of an airline service in the United Kingdom. Shortly, Concorde Roundabout will come to be known as the Emirates Roundabout. Emirates is a giant in the economic sector of international airlines, having attached its name to activities like thoroughbred horse racing, football, cricket and rugby. They have enjoyed phenomenal success and measure it by word-of-mouth wonders. People just “know” the brand of Emirates and trust its reliability. When the Emirates name is attached to a product or service, (as in the case of the new airlines), there is favorable response. When you’re in the land of Emirates, everyone just knows what to do.

Achieving the status and pleasure of being a household name is no easy task, for any company of any size. Working on marketing, advertising, strategic product placement, customer satisfaction and customer retention are but some of the challenges facing companies who seek branding and profitability. They may try several strategies, lose a lot of money and tweak a lot of budgets before they decide on what is best for the company. Sponsorship allows the company to gain exposure and market its product or service, all at the same time. Connecting with customers in the medium of sponsorship keeps the company name out front and establishes it as a business leader – – not to mention the coveted word-of-mouth and household name advertising that accompanies it.

What things have Emirates done right?

  • As a corporation giant, they have sponsored and are sponsoring businesses that will tout their name and logo to thousands of potential customers.
  • They have carefully and methodically chosen where they will place their business name. This is a make-or-break deal in the business world.
  • They have taken the luxury of time to build a solid business foundation so that customers will gain trust in their product.

Although sponsoring a business can involve quite a bit of capital, the return on the investment is by far a greater reward for the sponsor. Giving and being involved in a business, supporting its functions and encouraging its business activities helps both businesses to thrive and establish themselves in the marketplace. I would speculate that with Emirates’ strategic sponsorship and business model, their corporate image will become a common business name, one where customers know and trust that they are getting exceptional service. After all, isn’t that the goal of all businesses?