The success of a business blog depends on several key factors:
The content and goals of the site need to be well-planned, focused, and consistent.
The implementation needs to be technically sound with a means for readers to
provide public-facing feedback.
The interaction between writer and reader needs to be encouraged, nurtured, and
moderated.
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This chapter will cover all of these points, but for now, keep in mind that while blogging is
the new cool thing all the kids are doing, trendy technology does not always align with an
organization??™s marketing, public relations, and sales goals, and should only be implemented
if it provides legitimate value to the business.
Your blogging mileage
Like any communication technology, the massive marketing potential of blogs is crippled
by their susceptibility to abuse by both publisher and reader. While any company could
use the medium to their advantage, it must also be prepared to absorb the risks as well as
reap the rewards. But before going into the hard-lined pros and cons, let??™s explore why
someone might start a corporate blog.
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