The Blogging Revolution

Blogs are taking over. Daily, they continue to one-up traditional marketing - as well as traditional websites. But is blog marketing just a passing fad?

The General Motors' Blog

Bob Lutz, vice chairman, is one of the only Fortune 10 executives who blogs. Lutz says that he started his blog (fastlane.gmblogs.com) because he was "looking for a direct line of communication with the world." *

On the "Fastlane" blog, GM fans and critics engage in open, honest discussion. Lutz and his staff do not delete negative comments from readers - they instead handle the comments brilliantly. This accomplishes quickly and affordably what used to required a PR staff with carefully crafted - and expensive - one way advertising campaigns.

A Dry Cleaner's Blog

Jim Parham started a blog for his wedding gown cleaning company, WedClean, in early 2007 (www.wedclean.org).

"I wanted to provide insight into the creative aspect of our work," reports Parham. "Also, I wanted to be able to talk about our work easily, without the complication of a regular website. It's a great way for potential clients to get to know us better."

The posts for wedclean.org came easily once Parham added 'blogging' to a few key employees' job description. He sees his blog as another way for customers to discover his company.

The Customer Connection

While advertising and traditional websites talk at customers, blogs invite a conversation with customers. This "customer connection" most clearly represents what's right about corporate blogging.

Ad Campaigns Vs. Open Conversations

Today's consumers are weary of one-way marketing. Companies using the "we talk, you listen" approach haven't been getting very far with today's intelligent audiences, who see little value in traditional advertising and marketing. Experts agree that effective marketing now is a two-way street - a conversation. Blogs are the tool that provide this conversation.

Blogging Revolution?

The pace of corporate blog introduction is on a steady rise. While many feel it is 'cachet' to have a corporate blog, others find them indispensible tools for test marketing new ideas or products to current or future customers.

As such, the revolution continues.

*Source: Naked Conversations by Robert Scoble and Shel Israel.