Thinking about this low statistic, I have to wonder – is the low success rate because corporate blogs don’t work? Or because corporate bloggers simply aren’t doing it right?
I think the problem is trying to implement old strategies with new tactics, not the tactics themselves.
The essence of the problem that corporations have with their blogs is that they try and appeal to everyone. They lack a personal feel. As Fairfax Cone said, “There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.”
Jepsen’s comments echo a thought I’ve been chewing on this week. Just as some ‘80s fashions are hip again, the self-centric attitude of the “Me Generation” has returned, thanks to a digital media world that caters to the needs of the individual.
In this new regime, it’s not enough to reach out to the masses. You have to reach out to the individual, to that specific man or woman sitting at the keyboard and computer screen.
Web 2.0 technologies enable people to connect like never before, placing a world of information, entertainment and correspondence at their fingertips with 24/7 access. Instead of arranging your schedule to what’s out there, you can now arrange those channels to accommodate your lifestyle.
As this paradigm shifts, the attitude and methods of PR, marketing and advertising firms have to follow suit. Companies need to use digital media to address solutions to people’s everyday problems (which, incidentally, that company can solve) – not use these new platforms to push old agendas of why their product is the best.
The emphasis must be on the individual – not on the company.
When planning a digital media strategy, be sure that your focus is hyper-targeted, not global. Not only is shot-gunning a bad idea – the rules have changed to where a mere rifle approach is no longer narrow enough. Your aim needs to be laser-focused.
Here are some tips from Forrester (via Andy Beal of Marketing Pilgrim) that make a corporate blog work for the Web 2.0 world:
In this new regime, it’s not enough to reach out to the masses. You have to reach out to the individual, that specific man or woman sitting at the keyboard and computer screen.
- Blog about the customer’s problem.
- Blog to your hordes of fans.
- Blog about issues at the core of a community.
- Blog because you’re a celebrity.
- For B2B companies, get your employees in on the act.
- Blog to have a voice.
Aim for your core company enthusiast, and then give him or her value-added content while engaging as a player in the arena – not only as an authority. Digital media is all about dialogue, not monologue. Remember that Joe or Jane Consumer will be asking, “What’s in it for me?” If you add value to their lives, you’ll win their loyalty – and gain invaluable brand evangelists.