Reputation management – Blog, Web 2.0, threats or opportunity

Marketing people must miss those “good old days” so much when it was only an easy one way communication and simple. All they had to do is find out the targeted group, build up their strategy of how to approach the audience and throw out the ads, such as the Super Bowl ads. (Please go to my previous blog, you will find some interesting Super Bowl XLII ads there!) So as PR people, their works were more straight forward and easier to control the buzz. However, from blogging to Web 2.0, internet has changed how a successful corporation should position themselves in order to keep up with their customers.

For instance, Microsoft used to think that internet would never become mainstream media, thus they never paid attention on Google when it just launched; however, nowadays, Google is in charge of more than 70% of the resource on internet, and Microsoft (3rd) is trying to acquire Yahoo (2nd) to beat Google (1st) because they had realized the importance of internet. Blog’s rising is just as internet; moreover, blogging or even Web 2.0 represents not only a new technology, but also a new style of life.

Here are some extend reading that I found would be interesting for us to read. Let me offer you some previews:

The strategy of blogging; SMALL BUSINESS REVIEW

Blogging provides those start-ups a great and inexpensive channel to polish their brand and communicate with customers. New business could build up their reputation through good blogging strategy. It also provides some How-To for beginners.

How Web 2.0 makes business easier

Web 2.0, such as blogger, YouTube, Facebook and MySpace, provides corporations a faster and easier way to approach their audience. Here’s a quote from the article: "Web 2.0 is about the new ways of using web-based technology to interact with people and customers, as well as finding new communication channels. It goes way beyond just the technology". Yes, Web 2.0 provides lots of new channel to communicate with customers; however, it really makes things easier?

A whole new world

In this article, you will find how those top corporations such as Cisco and SAP take advantage of blogging; furthermore, enhance their reputation and marketing strategy throughout of it.

Advantages and risks for corporate bloggers

Last but not least, the risks for corporation blogging. Corporations should not only do their own blogging, but also encourage their employees go blogging. Nonetheless, there are several blogging issues that corporation should be aware of. Thus, blogging policy should be established!

Please see attachment to find these short articles. (These attachment files is only accessible for BU students. You have to login to school system before opening these files. If you are having trouble access them, please mail me.)

Attachments: The strategy of blogging; SMALL BUSINESS REVIEW.pdf; How Web 2.0 makes business easier.pdf; A whole new world.pdf; Advantages and risks for corporate bloggers.pdf