There are many options for businesses to choose from when it comes to marketing their brand or services via social media. In the face of tools such as Twitter, Facebook, Digg and so on -- one tool stands out as the most effective, according to a new study from Hubspot. That is a corporate blog which is deemed to be the most useful social media tool in the enterprise.
As social media starts to take hold inside today's companies and enterprises, it might come as a surprise to some that the corporate blog remains to have an impact in generating sales leads and engaging community.
To find the favorite social media tool amongst executives and business owners, Hubspot queried 167 respondents. Of those asked, 75% said their blogging activities where "useful", "important" and "critical" to their businesses' survivability.
Blogging is useful for companies for a myriad of reasons. First, with each quality blog post, a company builds community around their brand and image. Also, if a company is innovative enough, they build social capital for themselves as experts in a particular content area or field.
Finally, search engines such as Google and Yahoo love blog material because their web crawlers love text-based article content. All this activity aids in search engine optimization which is another way to attract web traffic and attention to your company.
Leave Your Ego at the Door
A priority for any corporate blog should be authenticity. Those who read corporate blogs demand ground-level, approachable communications. Big companies that use their blogs as just another way to propagate press releases are approaching the medium the wrong way. Because of this, a recent study from Forrester shows that consumers see corporate blog as the lowest-rated source of reliable information, and only 16% of those surveyed say they trust corporate blogs.
Micro-Messaging in Addition to Blogging
As social media changes, so will companies' needs inside the space. As Twitter is now rising in popularity, will consumers trust companies any more in this new medium? Twitter and other micro-messaging sites allow companies to talk to consumers and groups in 140 characters. For example, Comcast has @comcastcares, a representative who helps and aides Comcast customers via Twitter. Again, along with blogging, companies on Twitter need to be authentic and approachable.
Web Content Management Implications
There are many implications of blogging on the content management community. For example, how is all this blog content going to be policed? Does your company or organization have a policy in effect to govern what material is acceptable for a corporate blog?
Additionally, what blogging platform will be used and will it integrate with a content management systems in place? Corporate branding should be evaluated and enforced on a company blog with Twitter, Facebook and other social media systems present today and coming in the future.
Has your company undertaken a social media campaign of any kind? What were the lessons learned? We look forward to reading the comments.