A recent survey carried out by PR firm Burson-Marsteller has revealed that 79% of Fortune 500 companies have integrated social media into their marketing strategy. The preferred mediums of choice are Twitter, Facebook, YouTube or corporate blogs to communicate with customers and other stakeholders.
This diagram shows the breakdown across continents:
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Posted by Peter Brady on February 22 2010,
Filed in Blog Consultancy
There is an interesting article at Reputationonline by Stephen Waddington. The premise of the article centres around the poor delivery of UK corporate blogs, which is in sharp contrast to US corporate blogs. Having played around with blogs since around 2000, I have some very simple observations to make in this debate:
1. Blogging is hard (in the sense of doing it to best effect) and hard work (in the sense of delivering good quality posts day after day).
2. In my experience many companies have set up a blog without the first clue of what they plan to use it for. Which is never a good way to go about anything.
3. Many companies that do offer regular content, completely ignore the fact that people simply won’t bother to read it (or link to it) unless the content is interesting. So corporate centric pronouncements on new management appointments are going to have very little resonance with anybody.
4. The staying power of many UK companies is incredibly limited. A well known saying in the blogging community goes along the lines of “the point at which you feel you want to give up on blogging, is always the point your blog is about to take off”. I have encountered this many times myself, with the “mid blog crisis” usually coming around the 6-12 month mark. In almost every instance I have persevered and been rewarded with traffic, links and a degree of recognition in my chosen niche.
5. Many companies do not fully understand the benefits of blogging. Ok they might think it’s possibly helpful in a nebulous SEO context - although in my experience that is still a rarity. But in terms of things like: online reputation management, internal link structure, long tail keyword targeting and improved crawling rate of search engine spiders (amongst many other things) - corporate awareness is patchy at best.
So there you go. The UK corporate community is generally pants at blogging and the above gives you some reasons why. But there is hope:
My solutions for better corporate blogging
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Many brands today are starting to appreciate the full extent of how social media can build awareness, loyalty and ultimately drive decisions through ‘no-holds barred’ conversation – welcome to the cocktail party of the Century!
Many of us marketers and business owners who are already using social media are experiencing a new found love for online marketing, engaging in friendly, limitless conversations with our clients and prospects anywhere and everywhere in the World.
So what does this exciting communication revolution mean for those of us looking for investment? In essence it means that with some carefully planned activity and research seeking out relevant connections, finding that dream investor with a pot of gold has never been this accessible.
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Continuing our new business drive into the luxury space, we’re very pleased to announce one of our most exciting wins to date.
Representing and connecting over 130 of the World’s most iconic luxury brands, The Luxury Network is the most cherished luxury affinity marketing brand on the planet.
Our tasks are to develop a social media marketing strategy with the group’s founders, focussed on:
1. Seeking out and attracting potential franchisees all over the World
2. Providing ongoing support and social media knowledge to the global franchisee network
3. Assisting and representing some of the 130 global luxury brands position their brands effectively using social media
4. Managing the online reputation for the entire network
5. Promoting awareness online around the values of The Luxury Network
To say we’re excited about this opportunity is an understatement. We’ll be keeping you abreast of the developments within the group so watch this space.
