Blogging for Customers

Originally Published: January 2004

Have you heard of blogging? Although it’s actually been around for years, it is becoming more popular. Many individuals have begun blogging, some companies are blogging and even presidential candidates and the President of the United States himself are getting into the blogging act. Never has the practice received so much attention from the mainstream media, and it looks like it might be time to sit up and take notice. In fact, your business may want to start blogging for customers.

Blogs are basically web logs, interactive website journals to be more specific, and they consist of the thoughts, and sometimes ramblings, of a website’s owner or staff. Individuals can respond to these postings and to the postings of other individuals, creating an interactive cycle of online journals. Blogging began as an easy way for an individual to cast his/her thoughts and beliefs to the world via the Internet, but blogs have become much more than an electronic diary. Spurred by an article written by the webmaster or website staff, true blogs take on a life of their own, creating a dialogue between visitors of the site – something like a discussion board – rather than just a series of communications from the webmaster to visitors.

A major difference between a blog and a discussion board is that blogs go much more in-depth in their content than do their discussion board counterparts. Think of a blog as an interactive editorial section on the Internet. Some bloggers become “experts” in their chosen topic area, and visitors view their blogs as an alternative news source – bucking traditional media outlets. Web surfers are increasingly looking for alternate ways to express their opinions, and blogging communities give them that outlet. Many participants in these interactive journals feel blogs are better outlets for their opinions than the mainstream media because blogs allow everyone the opportunity to participate and offer different viewpoints.

Businesses and “branded” individuals can harness the power of blogging and use it to their advantage by creating communities of customers or followers. Blogging gives participants a sense of belonging; it brings together a group of individuals with similar thoughts and interests. By letting their audience take “ownership” of the blog, companies allow bloggers to express their opinions. Website administrators should take steps to limit the regulation of a site’s blog; it is best to allow the web log to morph on its own. The reward for relinquishing some control is that bloggers keep the company’s or individual’s website dynamic, keeping visitors coming back for more. However, please note that there is a limit to this freedom. Steps can and should be taken to limit blatant abuses of the blog, such as profanity, competitor sales messages or any other activity that disrupts the blog’s purpose. Some blogs are completely unregulated, but companies and high profile individuals should consider taking steps to minimize possible abuses by screening messages before they post on the site and limiting the access of those who abuse the blog.

The most famous example of using blogs to generate interest is presidential candidate Howard Dean’s use of the blog as part of his campaign strategy for the Iowa caucus. He is given credit, by most accounts, of being the first presidential candidate to use blogging, and the response has been significant. NBC News’ Meet The Press had a lengthy discussion on the topic of Dean’s use of blogging. It seems Howard Dean has been able to create a community of like-minded individuals that want to come together to discuss Dean’s viewpoints on the future of America. Dean’s blog exploded, and he has gained many supporters.

While Howard Dean demonstrated the success of using blogs to support a presidential candidate, other branded individuals, such as athletes, musicians, actors, etc., can use blogs to their advantage. Blogs can also be used by companies to build brands, encourage discussion about its products and create a group of loyal followers. Good candidates for blogging would be companies with solid brand names and strong commonality between customers, like Volkswagen, Mountain Dew, Jeep, Mini Cooper, sports teams, etc. While blogs are not for everyone, they are effective for companies and individuals who have built, or have the ability to build, a strong brand and following.

Any company who has a communal-like following, or wants to develop one, can use blogs as a means to facilitate discussion among customers or prospects. Remember to stimulate active, honest discussion and then allow bloggers to take ownership and perpetuate the enthusiasm to reinforce brand loyalty. Setting up a blog is inexpensive, and the return on investment can be substantial. What are you waiting for? Go out and begin blogging for customers today.