Last updated: November 14. 2013 4:37PM - 2780 Views
Joe Toppe Staff Writer

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The blogosphere has opened up new avenues for companies to connect with their consumers and potential consumers by providing an intimate peek into their thoughts, and in turn, another weapon in their marketing arsenal.

Senior Measurement Consultant and author Katie Paine said the blog is a dialogue and not just a corporate website in a different dress or marketing tool; it is a way of creating conversation with customers.

However, for every action there is an equal and opposite reaction, and the blogosphere holds no exceptions to Newton’s law.

By offering a means for companies to engage their consumers, the blog has also provided a public forum for the dissatisfied to openly criticize their brand.

In her book, Measuring Public Relationships, Paine wrote, “The Internet has brought about a revolution in marketing far beyond the scope that even the most forward-thinking of us might have imagined, and if you care about what your stakeholders are thinking, or doing, you should be paying attention to social media.”

Paine’s words are all-encompassing and utterly true.

For just as quick as companies can learn something about the trends of their consumers, they can also put out a fire before it can burn out of control.

Brand Strategist Pete Blackshaw said a blog can serve as a very powerful rapid response vehicle.

Of course, he also said the web never forgets, but because the blog is an essential component to controlling a corporate crisis in the digital age, it cannot be over-hyped.

It has become the modern forum for the roundtable discussion and it should be considered a valuable conduit for dialogue.

Author Ann Handley wrote, “The blog can become the central location through which you can share your thoughts, words, and ideas with the world.”

As a result, the blogosphere has become the ideal method for sharing ideas online while the corporate blog can offer consumers more than a new product announcement and links to their other media outlets; it can offer a unique view into the company’s culture.

Whatever the nature of the communication, the blogosphere provides a forum for the entire story and it should not be overlooked in the virtual marketplace.

It is more than an online diary for executives or a valuable means of promoting products and ideas; it is a calm voice amidst the storm, and it’s in a venue you can control.

Let sleeping blogs lie?

Not in this market.

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