Whose Blogging Now? Corporate America, of course.

October 5, 2009 at 10:58 pm Leave a comment

Did you know that American Express has a blog? Chrysler, too. Maybe it should have a Donate button, like Rock the Vote. Facebook has its own blog – its own Facebook page, I guess (did it Friend itself, too?) Proctor & Gamble blogs primarily about safe drinking water for children. Southwest Airlines is Nuts about Southwest in its blog efforts. And the Mayo Clinic uses lots of copy and video to discuss a variety of healthcare topics.

Blogging is no longer simply synonymous with “complaining about things.” Yes, there is plenty of that in the blogosphere, as well as far too-many talking heads ranting about the evil equivalency of certain right-side and left-side commentators.

Too often, these sites come to define blogging and online community today, without some excellent corporate blogs getting the chance to show their true value. The list I provided above (thanks to Alltop’s coverage of corporate blogs) is only a short list of those corporations diving into digital community networking.

So who is doing it well and why?

First, I need to define “doing it well.” In an earlier post, I listed 3 things I learned from Chris Brogan about good behavior in social networking. First, it’s about connections, not cool tech tools. Second, it’s about seeing others, not waving your own flag to get attention. Third, you must share and not hoard.

With that in mind, here’s my review of a few of these corporate blogs:

American Express. It’s definitely about sharing information and connections here. The site has excellent small business tools, and good promotion of its small business partners that doesn’t seem like advertising. And, it all connects with the company’s “Open Forum” small biz advertising messages. It’s selling without too much sales pitch, well done.

Chrysler. That every headline in the blog contained the word “Chrysler” and this was often the first word – that stopped me right there. Chrysler is hoarding its own blog space. It could instead use the space to share info and even give an ear to customers. There are “comment” links, though I saw few comments, if any, with these posts.

The P&G blog gives a nice representation of the giant’s work as a global citizen. And it’s done more journalistically than in a pat-myself on the back style. Plus, if the company is going to that much effort and cost in such a noble endeavor, then it deserves its blogging space to tout those efforts.

The Southwest Airlines blog (full disclosure, not really a fan of this discounter) leaves me feeling that it’s just another site for booking flights. I didn’t find any share-worthy information here.

Corporate America is blogging, and that can be a very good thing. More companies need to find better ways to reach customers – with ears tilted toward them first – and digital networking can be the best method.

I’d like to hear from you about corporate blogs done well, and corporate blogs gone wrong. Let me know what you find out there.

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Entry filed under: Branding, Communications, Social Media.

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