Friday, July 15, 2005

Blogs Create Context, Even When
they Market a Company


In corporate blogs, the value of information is closely connected with interaction. Giving readers inside information creates an impression of trust and transparency; it doesn't matter that the information is ultimately being presented for the sake of marketing, it makes readers feel as if the company is sharing something with them, and it helps to build a community. This really kicks in at the level of reader comment, when readers talk back to the blogger.

Take a look at this blog by the Vice President of Marketing for Boeing.

This is where corporate bloggers are dropping the ball. The authors of personal blogs tend to reply to comments, and even tailor some of their own content in response to comments. This is the final step in making the blog a true online community, and actually co-opts readers as part of the blog itself, as they also create and inspire content.

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