"Adapt." That concept has been missing from the lexicon of others writing about integrating blogging into corporate marketing and communication strategies. Todd calls blogs a disruptive technology ... and they really are in terms of the corporate world because as a means of communicating they are far different from the "attractive, expensive, stale, diluted ... corporatespeak" corporations are accustomed to providing. Blogs on the other hand "offer the human voice, which can be loud, controversial, and even wacky. But the realness of the blog inspires trust and piques people’s curiosity. A blog can create a community and a dynamic discussion."
Todd gives us four main benefits of blogs to business:
Blogs Are the “Real Voice" - which "inspires trust and piques people’s curiosity"
Blogs Are Simple - not to mention low cost
Blogs Empower the Individual - a "single person [can] capitalize on the reach and ubiquity of the Web"
Blogs Empower the Enterprise - "knowledge can be organized, distributed, and leveraged to increase the value of product and service offerings to the customer" through knowledgeable and passionate people in the company.
Todd tells us companies
should understand that controlling the content of the discussion is difficult. If you want an authentic exchange, you have to be willing to accept the stone-throwing and critical comments that often occur in a blog.
This requires extending trust and giving up some of the control a company would normally have when it publishes a press release or hosts its own online forum, for example. The upside is that people will listen to a real voice.
Hence, how and why companies should adapt and start using blogs a means of communicating.