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<\/a>There are ways that even publicly held corporations can blog successfully, though. Look at Stonyfield Farms<\/a>, the yogurt maker. Its four corporate blogs talk about child-rearing, organic farming, healthy kids and women’s issues. They’re successful because they touch a nerve with customers and don’t necessarily involve promotion of Stonyfield products. You can get good information from these blogs about nutrition news and government programs without ever knowing or caring that it’s a yogurt company that’s providing the information.<\/p>\n
This is the way corporate blogging should develop, I think. The topics should be selected because they resonate with customers who have similar values and interests, not because they promote a product. The corporate marketing strategy of the ’00s is all about this kind of “soft” selling because it promotes a brand without shoving it down the customer’s throat. Blogs are a way to pick up smart and interesting people within a company and showcase them to the outside world in a way that makes their interests and values a part of the public’s interests and values. It is, as Stonyfield’s website says, “a chance for you to get inside Stonyfield and get to know us, and us to know you.”<\/p>\n
Smart companies increasingly will understand this.<\/p>\n","protected":false},"excerpt":{"rendered":"
A friend of mine, a very successful public relations professional, recently told me that many of her clients are now asking her about blogging because they believe it’s a critical part of remaining competitive, that their clients are all doing … Continue reading