Companies, big and small www.cecichan.com, currently have joined the blogosphere. Microsoft is blogging and site-building, so are Basic Motors, Google, IBM and Sun Microsystems. Companies are using blogs to engage customers and employees too. Written by employees and in a few instances by simply CEOs, websites adopt a conversational and interesting tone which can make them easy reading. Blog has even empowered workers in more techniques than a single. A glaring evidence is employee writers, in most cases, possess shifted the energy structure in their favor to establish a higher degree of credibility and influence more than their companies.
Weblogs or blogs meant for short happen to be personal journals that act as sources of discourse, opinion and uncensored reasons for information on a mass of topics. Every single new post called a post includes several links to other websites, news content articles, photos, commentaries, video and audio files. Many blogs allow readers to leave comments
According to a survey, folks are far more more likely to trust ‘average people like me’ than to trust people in authority like the CEOs. Personnel are now in newfound and enviable positions to either promote or perhaps speak against their companies’ products, expertise, policies and positions on important issues. What is more, people are listening to what these bloggers are saying. Sites are a reliable communication medium. The word of an blogger holds much worth to a consumer far more than traditional promoting. By far, word of mouth marketing is the most trustworthy form of promotion. This features the significant role that an staff blogger wields either to enhance or hinder sales through his weblog. This just simply goes to show that folks would rather hear from real people discussing with legitimate experiences than listen to promoting talk.
Employee blogs own helped improve the image and reputation of all their companies. A single classic example is Microsoft company. Its best and controversial blogger Robert Scoble (recently resigned) acquired openly criticized Microsoft related to issues including quality control to very sensitive issues. His negative discussions on his blogs called Scobleizer about the MSN Places product proved to be a true blessing in conceal for Microsoft company. Readers had been all good remarks that the company’s resident blogger would express an opinion that runs counter to the firm. As a result, Microsoft’s reputation as being a bully and a great monolith was torn down. People now see a company that is certainly run simply by actual individuals that has their best interests in mind. Robert Scoble in protection of his contentious actions emphasized that credibility features utmost importance. If he may only sing praises regarding Microsoft it would sound like a press release and he would reduce the ability to receive an open dialogue with his readers.
Robert Scoble’s penchant to criticize his employer was put to test again once Microsoft CEO Steve Ballmer announced the company’s decision not to to come back an anti-discrimination bill against gays and lesbians. Scoble disagreed and publicly chastised Ballmer in his blog. Ballmer later turned the decision. A few months ahead of his starting from Ms, Robert Scoble, again, authored a harsh critique against his company for shutting down the controversial blog of Chinese Correspondent Zhao Jing. He charged the MSN Spaces workforce of Ms for ‘being used being a state-run thug’.
Microsoft is usually not alone. Askjeeve blogger Jeremy Zawdony openly scolded his employer in the blog. He complained regarding the practice of changing users’ home web pages during the installation process of Yahoo software. He wrote in the posting that action was insulting and downright disrespectful.
Companies have also seen the reputations harmed by highly-publicized firings of employee bloggers. Mark Jen was sacked by Google apparently because he wrote about his life at Google including remarks on the company’s financial effectiveness and long term projects in the personal weblog. Ellen Simonetti, A Delta Air Lines flight worker was terminated allegedly with regards to posting incompatible pictures onto her blog. The photos showed her within a skirt and blouse sitting atop the airplane car seats.
All these accidents bring to the fore the delicate conditions corporations that maintain blogs and employees that blog are in. Corporate blogs that criticizes management or perhaps its products or services present public relations issues. On the other hand, if a blog includes nothing but good public relations articles or blog posts, few people will probably be interested and definitely will even be doubtful of the accuracy of the weblog articles.
This can be a recognized reality blogs will be establishing on the internet world most of the value that traditional advertising bring. Simply because the importance of corporate writers becomes even more evident, techniques the corresponding cons. Companies desire a clear-cut insurance policy on how writing a blog can be integrated into their connection and advertising mix. An organization needs to create corporate running a blog policies to make sure that blogging thrives in a more manipulated and effective manner. In essence, these guidelines will lay down the specific rules about what a worker blogger is normally allowed to blog about. Worker bloggers need to strictly honor rules about leaking secret company details or breaking federal securities disclosure guidelines. All these are preventive measures in order to avoid organizational and legal challenges such as slander, libel and harassment.
Yahoo has no definitive guidelines yet allows employees to blog for the assumption that ‘they are reasonable people’. One of Sunlight Microsystems policy states that ‘it can be perfectly ok to talk about your projects and have a conversation considering the community but it is certainly not ok to write the recipe for one of our secret sauces. ’ Hillside and Knowlton specified that as a publicly-owned company, writers cannot go over company earnings, future strategies.
Despite the techniques and the hazards involved in blog, companies are taking on blogging. Companies are well aware on the potential advantages of blogging. It is just a way to get in touch with clients and companions, strengthens organization unity and present a human face towards the world-at-large. These businesses feel that the huge benefits far surpass the risks. Weblogs are here to stay and will continue to be a reliable interaction and traffic generation. It is and will be a reliable method of obtaining information for everyone.
Blogging will definitely change the power structure within just any company. Which has a blog, a worker blogger, no matter what his job in the enterprise is could become an influential person for some audience and consumers.