“A single individual can impact a multi-million dollar corporation,” says Lionel Menchaca, Dell’s Computer Media Manager. One of the ways an individual can do that is through the two-way communication that a corporate blog offers.
Lionel was one of four panelists discussing the future of corporate blogs at the South By Southwest (SXSW) Interactive festival.
He went on to mention that blogs are not for every company. But if you think your company is ready for one Mario Sandar of LinkedIn suggested you answer several questions:
- Are you ready for it?
- Is it worthwhile?
- Do we allow comments are not?
Kami Huyse of My Pro PR pointed out that you can use metrics to measure your blog’s success.
First of all, define what you consider a success.
Look at your competition. Benchmark yourself against your competition. How many mentions did you have versus your competition. How many mentions were positive versus negative. You can measure analytics, subscriptions, comments, tonality of comments, sales, conversion tracking, among others.
Lionel points out that you should use blogs to meet or exceed customers’ expectations. He recommends three steps:
- Take action
As a result of Dell’s active participation in the blogosphere, negative comments have dropped from 48% to 20%. (Lionel also shares the credit with other changes Dell has made.)
Dell has introduced IdeaStorm, which he describes as combining elements of a message board with Digg. Customers can propose ideas and those ideas are voted up or down by the community. One of the first ideas was to use Linux as an operating system. That idea, since adopted by Dell, has generated more than 600,000 comments.
Mario, who operates LinkedIn’s blog, says that his company wanted to establish a “playground of ideas.” His company has three goals for their corporate blog.
- To educate their users by providing product demos and other information
- Customer support
- Breaking news
Their’s is one of the newer corporate blog having only been published for nine months.
More in Part 2–Coming soon.