Population Statistic: Read. React. Repeat.
Wednesday, April 15, 2021

I don’t have any hard data to back this up, but from my anecdotal observation, I’d say that the average 10 corporate blogs tend to break down this way:

- 7 are largely neglected dumping grounds for press releases and other excess marketing junk;
- 2 are well-maintained outlets for corporate communication between the business and its customer base;
- and that last one is, well, usually like the one kept by Incase, an Apple accessory maker.

That would be something that’s ostensibly a company blog, in that it’s part of the company website and so would be expected to publicly represent the business, its products/services, and the people behind the company. But instead of containing much in the way of useful information on the aforementioned, it’s filled with a bunch of irrelevant posts about music, sporting events, and holiday parties. In the case of Incase, all that stuff represents the interests of the personalities that work there. So at best, their blog consists of an employee newsletter — pretty much a vanity HR exercise that’s better suited for internal consumption.

Basically, Incase has lost sight of the purpose of a company blog: To sell the company and its services. That doesn’t have to mean hard-sell tactics in every post — but it doesn’t mean post after post of unrelated fluff (sponsorship opportunities don’t really count). It’s great to get a glimpse at what the crew is up to, but not at the expense of learning more about what the company does and offers.

Obviously, this is coming from my less-than-satisfying experience with Incase.com. I visited the site to see what it offered in the way of iPod Touch extras. I didn’t find much in the current product line-up section, so I tried the blog in the hopes of finding out about any upcoming and in-development wares. Having to wade through two pages of bulletin-board material without finding anything really pertinent to my buying something from them seemed pointless (and keep in mind, 99 percent of potential customers aren’t going to bother digging even one page deep before giving up and browsing away).

So Incase goes into my new-media consulting file for how not to do a corporate blog. Would I rather see companies go as loosey-goosey with their blogging as that, versus the stultified treatment that those other 7 corpblogs get? No, because either way, it’s a poor use of what’s supposed to be a dynamic two-way channel between company and customer. And in fact, such ultra-personalized company blogs are probably harder to turn around, because it’s harder to convince their curators that the passionately personalized postings are the wrong way to play it.

by Costa Tsiokos, Wed 04/15/2009 06:38:13 PM
Category: Advert./Mktg., Bloggin', Business
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  1. [...] Tsiokos shares a list of types of corporate blogs, and has one example of a good blog gone… well, [...]

    Pingback by Links: 4/15/09 : tombiro.com — 04/15/2009 @ 09:33:32 PM

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