Blogs and Brands - To thine own self be true!

According to one of our class readings this past week, blogging is listed as one of the "do or die" functions of an organization that wants to succeed in the 21st century, yet I’m not convinced that blogging is all that chapter one from Naked Conversations claims it to be. While I agree that no one like reading or is moved by press releases that often hit the media void, I am also not convinced that consumers are flocking to blogs of major corporations. And while blogs are growing at a phenomenal rate, I know that I have rarely, actually come to think of it, never gone to my favorite brand company to see what the employees are blogging about. I frankly don’t care.

And while there is no doubt that blogs are increasing in popularity and at a rapid rate, the blogs that I continually read usually have to do with friends or family that I want to keep in contact with, even if from a distance. Followed by a few industry blogs to keep my finger on the pulse. I feel like I should make this confession quietly, preferably in a dark room. But I have a feeling that I’m not really the exception when it comes to this.

That being said, getting employees who emulate the brand of their company to speak out publicly about products, activities, and company values is one of the most genuine ways to directly link consumers to companies and a wonderful way to receive direct consumer feedback about what is and is not working. In my mind worst sin is not “not blogging” but rather not finding opportunities to connect with consumers. If this is a blog, that’s great, it can be a wonderful tool, but it is insignificant if it does not gain readership. Most important, as the chapter points out is word of mouth and genuine conversation. I believe that whether or not communication is on a blog, in person, on a website, or in a growing number of other ways it matters less than what the interaction feels like to the consumer.

Which is why I was so delighted to read the Customer Evangelist Manifesto. (http://www.changethis.com/1.CustomerEvangelist#) Finding individuals to personally embody particular brands, listening to those customers and being loyal to those customers is the most important business decision I believe a company can make. These are people who’s “beliefs are based on emotional connection, deep-seated convictions and the promise of a better way” (CEM, 4). Further more, “evidence shows that acquiring a new customer is five times more expensive than keeping a current customer happy. Moreover, customer profitability tends to grow the longer a customer stays with you. It costs less to keep them coming back for more” (CEM, 11).

I believe that the six tenets listed are much closer to the do or die strategy that companies need to adopt. In simple terms (some of them my own summary):

1) Continuously gather customer feedback

2) Make it a point to share knowledge freely

3) Build word-of-mouth networks

4) Create community

5) Make it easy for a customer to try it

6) Focus on making something better.