Hey Corporate World is Your Blog Trustworthy?

I recently read in a blog by Mark Walsh of Online Media Daily that Forrester Research released a study citing that only 16% of people surveyed say they trust corporate blogs. That makes them the lowest-rated source of reliable information among 18 categories Forrester asked about including Web portals, print newspapers, radio and personal blogs.

The report went on to say that the lack of credibility stems from corporate blogs' focus on self-promotion, pushing products and services at the expense of two-way communication with customers.Walsh characterized the corporate blog as the equivalent of a used car salesperson. And we all know the credibility and respect they garner. Ouch!

So what's a corporation to do? According to Josh Bernoff, a vice president and principal analyst at Forrester, "The blogs that people do trust are the ones where people say: 'Oh, but I don't think of it as a company blog.'"

After reading the blog by Walsh and the Forrester Report by Bernoff, here's my thoughts on how a corporation can use a blog effectively:

1. Just like in any marketing activity, make sure the blog has a plan with objectives and then stay the course.
2. Be committed to regular, timely postings (a once a month blog doesn't work).
3. Respond when spoken to; if someone takes the time to comment on the blog, make sure someone has the responsibility of responding back (it's called engagement, folks). And this is particularly important if the person is commenting about your service, product, thought leadership, etc.
4. Share the thought leadership; I think it is particularly engaging to visit a corporate blog and discover different people regularly share their thoughts/expertise for my benefit.
5. Be interesting, make connections, pass on information from other smart people; in other words become a hub of information that is related to and on strategy with the objectives set forth for the corporate blog (I always find the thread of information fascinating and it has been helpful in my own development in this industry).

Well, here's to making corporate blogs more trustworthy and maybe, just maybe, they can rise to the level of a politician (the second most least trusted profession) ... oh hasten the day. That's my thought, what's yours?

Comments

[essay writing]

I realy like your superior article! Can you accomplish the term papers for example? Because I know that a professional classification essay service can create custom essays of good enough quality.

[Ellen33]

Thank you, it's very astonishing description about this good topic it might be very hospitable for students.
Recently i needed resume writing service. To my awesome surprise, resume was worthy the price I paid for it.

[Greg Williams]

Jeff, thank you for your comment and I totally agree internet marketing is a catalyst for making money on the net.

[Jeff Paul Scam]

Nice post! Internet marketing is indeed gained popularity and has earned its spot of being a money making IT field.

[Greg Williams]

Russ, I'm truly amazed that in one short posting you successfully sucked up and raised the level of self-promotion to new heights. Congratulations and please know you are scheduled to see me at 9:00 am, my office, and btw bring your keys :-)!

[Russ Tate]

Greg, I totally agree (as the very experienced and brilliant Executive Creative Director at FRESH FUEL) that the problem with too many blogs is their blatant attempts at self promotion rather than the kind of influential wisdom we here at FRESH FUEL provide on our own FRESH FUEL blog "FRESH FUEL For Thought." I am proud that you, the extremely likable and (even more) brilliant (than me, RUSS TATE) President of FRESH FUEL have made this clear. That kind of self-promotion from FRESH FUEL, a completely amazing and fabulous resource every business in America should be working with, would be reprehensible and irresponsible. If you ever catch me or anyone else here at FRESH FUEL falling into that trap, please fire us (from FRESH FUEL) immediately! Thanks. FRESH FUEL. :)