Five compelling reasons to reconsider trashing your corporate blog
It’s a lot of work. It takes time and commitment. And it opens you up to (gasp) consumer feedback.
It’s the corporate blog.
Before you halt operations, consider these compelling reasons for reinvigorating your corporate comms online:
- You need a ‘home’ to drive all of your incredible social media engagement to. The purpose of social media should be to provide a channel for authentic, two-way engagement. Hosting content on your own site, however, will deliver users to you who already interested in what you have to say (as demonstrated by them clicking on your tweet) to learn more about your brand or product and maybe even convert into a customer. Bonus: More traffic directed to your site will increase your search engine ranking.
- Your social media engagement is not going to increase your search engine ranking. It’s just not enough without some content to back it up. Google does not index your Facebook posts and Tweets – but it will pick up long-form articles that provide value.
- Crisis Communications made easy: Basic rules of crisis communication: Establish trust with your publics (including the media) by providing updates in a timely, respectful, transparent manner; brand damage is done when there is an information vacuum caused by silence and mystery. Social media channels are your loud speakers, but your corporate blog is your mothership. It will give them a chance to not only get answers to specific questions, but also get to know more about your company and establish increased credibility and context.
- You’re allowed to brag: It’s your blog and you can brag if you want to. You blog is the place to find information, answer questions, address concerns AND share your successes. No one is likely to do it for you.
- You have a base of followers who count on you: activating your base requires the creation of a place for your fans that they can call their own. A corporate blog can be a good place to communicate with your fan base on a direct level. They know that when they leave a comment its not going to a moderator or an external media representative, it’s going directly to you, for better or worse, and you can respond in real time.