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Blogs: Viral, targeted, fast, informative—and becoming critical

By Ephraim Cohen

The world of blogging, also known as the blogosphere, is wild, highly viral, uncensored and unedited. It is also the newest and most critical tool in a business communicator's toolbox.

Why? Because with blogs, communicators can quickly, regularly and easily deliver a variety of information to a highly targeted audience. A good blog will create a more personal relationship with customers and influencers by showing that the company is listening and responding to what they have to say. A blog can also be used to build demand for a product by responding to audience ideas and issues in a way that is sincere and believable.  

Until blogs came along, communicating about a product or service generally meant creating press releases, marketing collateral and updating web sites. These are effective but highly process-oriented tools with broad implications. A press release represents an official company statement, and gives a sense of permanence and formality. Updating marketing materials and web sites means long approval-process cycles. The result is that there really is no constant dialogue with targeted audiences because the materials simply don't allow it. In addition, it can be expensive to distribute the information (for example, through direct mail, online advertising, or press wire services) and it's very difficult to ensure that the audience will pass on the information.

A blog, on the other hand, has a format specifically designed to release small bits of information that can be channeled into an existing distribution network within a targeted audience.

As a core strategic tool, blogs sit alongside direct mail, e-mail, media relations, speakers bureaus and other highly strategic programs that communicate with and build relationships with key audiences. Blogs complete a tool set that allows companies to communicate with customers (and prospects) from a variety of angles:

• Media relations to broadcast messages to audiences in a third party context.
• Advertising to position the brand in a controlled context.
• Speakers bureaus to talk directly to audiences.
• Direct communications such as newsletters to regularly update audiences on company developments.
• Blogs to create a direct and more personal relationship between company management and key audiences (for example, customers and partners).

Businesses can use blogs in two ways: by running a company blog, or by developing relationships with third-party bloggers, known as blog communications.  

Blog communications is the emerging art of establishing relationships with other bloggers who have relevant audiences. (Blog readers can number in the tens of thousands or even millions.) These relationships can then turn into a dialogue where the blogger discusses products or services being marketed. Because a good blog is a more open, honest and personal discussion between a company executive and a customer audience, it builds credibility and trust more effectively. But buyer beware-bloggers are not reporters, and while they report, they often editorialize.

Professionals should cultivate relationships with influential bloggers. This should be done by developing real relationships with the bloggers either in person or through the blog itself (for example in the comments section). These will be very much two-way and open relationships. That means the bloggers will expect accurate information that is of use to their audience. An open relationship also means anything goes. For example, if you send a standard, buzzword-riddled release, you risk being picked apart in a very public forum (and with little diplomacy). Blogs are a place of informality and uncensored conversation.  

Blog communications should be done in tight coordination with running blogs from inside a company. Third-party bloggers will often look to see if a company reaching out to them is blogging themselves (this adds critical credibility in the blogosphere). In addition, bloggers and a blogging company may link to each other, thus creating a viral distribution network with a targeted audience.

A good example of using a blog to strengthen customer relationships and tap into a network of blogs is Red Hat's executive blog (http://blogs.redhat.com/executive). Red Hat, which sells business software, uses its blog to develop a closer relationship with its buying audience. The blog allows Red Hat executives to directly communicate with the public and makes the audience feel that they are reading something from a real person, not a faceless corporation. The blog is a running dialogue that can cover a variety of topics of interest to Red Hat's audiences. One day it may be a paragraph on a new gadget using a related technology, while on another day it may discuss product developments of interest to its audience.   

A good example of a more product-focused blog is that of Gartner (http://weblog.gartner.com/weblog/weblogIndex.php). Gartner's site has a list of blogs, run by its analysts, which discuss issues relating to the company's expertise and research, from outsourcing to privacy. Some of these blogs are only accessible if a reader is a paying client-a good example of how blogs can directly drive revenue.  

In the end, a blog is just one of many important tools available to communicate with an audience. It complements newsletters, direct mail, e-mail, web sites, news media, community sites and more. It is a tool, and like any tool, it is only appropriate in certain situations. It is not always a "must have" or the most effective solution to all communication problems. In the end, saying that blogs have a profound effect on communication is probably overkill. They are part of an evolution in communication, one that continues to deepen the relationship between companies and their audiences.

Is this article a comprehensive look at how business communicators should be using blogs? Not by a long shot. It simply observes some emerging best practices. The blog is a great innovation and a terrific tool for which many more uses will be found. One day soon, we'll simply look at it as a standard part of our communication tool set.

Ephraim Cohen is a partner at The Fortex Group, a business communications agency. He can be reached at 212.631.5823 or cohen@fortexgroup.com.