Survey: corporate bloggers need to work on trust
By Henry Fawell
Josh Bernoff at Social Media Today has a great survey that ranks methods of communicating from most trusted to least trusted. Sorry, corporate bloggers. You ranked last with a mere 16%. Emails from familiar people came in first, with a 77% trust rate. The full results are below:
Now what? Have organizations wasted time, money, and effort establishing blogs? I don't think so. My belief is corporate blogs aren't the problem - bad corporate blogs are. If a company sees a blog as a new way to regurgitate press releases and quarterly statements, they may want to reconsider the whole endeavor.
Now what? Have organizations wasted time, money, and effort establishing blogs? I don't think so. My belief is corporate blogs aren't the problem - bad corporate blogs are. If a company sees a blog as a new way to regurgitate press releases and quarterly statements, they may want to reconsider the whole endeavor.
Corporate blogs can be successful. Examples are here and here. I have three quick thoughts on how organizations can generate greater trust in their blogs.
First, let go. Recognize that the blogosphere is not a one-way communication tool easily controlled by a corporate communications officer. Encourage the exchange of ideas on your blog. Empower visitors to leave comments - good, bad, or indifferent. Approach blogging like you would a meal with friends. Don't force feed them; enjoy the dinner conversation.
Second, relax. The writing style of popular bloggers is generally more casual and less formal. Again, if readers feel they are reading a press release, they likely won't come back. As noted here, Rubbermaid has successfully blended casual tone and irreverent but useful information to build an impressive company blog.
Third, spread the wealth. As noted here, blogs with multiple contributers are generally more successful, not only for the diversity of perspective, but also the frequency of new posts. Many blogs (even the one you are reading right now) could improve on this.
Fourth, hang a lantern on your problem. If emails from familiar people are the most trusted means of communication, consider generating a viral email marketing campaign designed to promote your blog.
There is no shortage of advice on how companies can blog effectively. Check here and here for more. I take solace in the fact that most organizations and consumers are only just beginning to fully grasp what blogs and other interactive websites can do for them. Judging from Mr. Bernoff's survey, we can only go up from here.
First, let go. Recognize that the blogosphere is not a one-way communication tool easily controlled by a corporate communications officer. Encourage the exchange of ideas on your blog. Empower visitors to leave comments - good, bad, or indifferent. Approach blogging like you would a meal with friends. Don't force feed them; enjoy the dinner conversation.
Second, relax. The writing style of popular bloggers is generally more casual and less formal. Again, if readers feel they are reading a press release, they likely won't come back. As noted here, Rubbermaid has successfully blended casual tone and irreverent but useful information to build an impressive company blog.
Third, spread the wealth. As noted here, blogs with multiple contributers are generally more successful, not only for the diversity of perspective, but also the frequency of new posts. Many blogs (even the one you are reading right now) could improve on this.
Fourth, hang a lantern on your problem. If emails from familiar people are the most trusted means of communication, consider generating a viral email marketing campaign designed to promote your blog.
There is no shortage of advice on how companies can blog effectively. Check here and here for more. I take solace in the fact that most organizations and consumers are only just beginning to fully grasp what blogs and other interactive websites can do for them. Judging from Mr. Bernoff's survey, we can only go up from here.
Labels: corporate blogs, social media, trust
