Marketing Profs

Some 73% of advertising and media executives surveyed recently said up to 20% of their marketing budgets are allocated to using and experimenting with new media platforms such as blogs. Simply stated, blogging is a phenomenon that can no longer be ignored by today's competitive companies.

First, let me answer what a blog is: A blog is a user-generated Web site where entries are made in journal style and displayed in a reverse chronological order. The term "blog" is derived from "Web log."

So how does your company best harness the power of blogs?

Common Uses

Here is a list of common-use cases for any organization:

1. Corporate newsroom 2.0

Blogs make getting the official word out about your company amazingly simple. The benefits include (1) quickly giving consumers company updates, (2) allowing for open feedback with consumers, and (3) inclusion in search engine indexes, and thus possible increased traffic. Companies can even take this blog-type further by creating an online newsletter with community feedback. Another example is the Google Press Center.

2. Product blog

Provides your customers the ability to create an official community where they can give feedback on a product or service. Companies benefit by creating a central place to get immediate, honest feedback that can result in product/service improvements. Another example is Quickbook's Product Blog.

3. Developer/channel partner network

Similar to a product blog, but focused on creating a place for your channel partners to provide feedback during the product development process. The benefits are allowing real-time input from your partners as well as keeping them up to date with your industry. An example is the Yahoo Developer Network.

4. Event/promotional blog

Blogs do not need to be permament. Often, short-lived blogs are used as a central communication for an upcoming event. SoCon07—the "social media mashup of the south"—utilizes a blog to keep attendees in the know about news leading up to their big event.  Another example is the Fundraisers Blog.