Mike’s Points

No matter what we all think, blogging is still in its infancy and pretty much unheard of in many corners of the corporate management and communications world.

While B2C companies are more in-tune to blogging – due to the potential and need for reaching a larger audience – some B2B companies are not too far behind.

I’m putting together a “blogging 101″ piece for my employer and our clients. So, thought I’d share a bit of it for your consideration – and feedback.

Like advertising, blogging is not appropriate for all companies. Considerations include:
> If and how companies’ customers, prospects and purchase decision-makers use the Internet.
> Who the client is trying to reach: The general public or an automotive engineer? The size of the targeted audience pool is a consideration.
> Is the media an important audience?
> Is the audience – including media – local, regional, national or international?

One bit of caution: While a company may be appropriate due to its industry and who it wants to target, if there is no individual or group who will “champion” it, then blogging is not for them. Blogging is very personable and requires frequency. If there is no champion or regular effort, don’t waste any time, energy or budget to start blogging, whether campaign-focused (short-term), or on a continual basis.

But, why blog?
> Ease of and direct communication – many say “conversation” – with customers, prospects, decision-makers.
> Provide a personality to the company or association. In aggregate, sales people provide this through personal interaction in the marketplace. Blogging will improve that because of the ability for the marketplace to frequently read blogs – thus interacting with the client.
>Build credibility as an expert, leader, etc.
> Immediacy and flexibility of communications.
> Assist in media/public relations efforts.
> There is relatively little cost barrier.

While blogging is definitely an effective way to reach your audience(s), doing so is not for every company.

However, every company should be monitoring the blogosphere. If not, just ask Kryptonite or Sony what could happen.
– Mike

Technorati tags: blogging, marketing, corporate communications, B2C, B2B

Though it is early, I’ll be watching to see what — if anything — comes from the new Society for New Communications Research.

Looks like it was launched Oct. 31, and includes at least some well-recognized names.

Its mission is lofty and desireable:
“To investigate, develop, share and transfer in-depth and forward-facing insights resulting from our deep ongoing study, learning, and continuous mastery of new communications tools and technologies with the academic community and industry for the promotion of best practices.”

From scanning the members lists, most are in public relations and blogging, with a couple or so from the ranks of journalism and academia.

I definitely hope the SNCR is successful and bears a lot of fruit. We all will benefit from its success.

As I never feel as if I have all the answers, I do have questions:
> Will any hard-core, factual information come from SNCR’s work? (Surveys, research, etc.?)
> Will the findings be mostly ancedotal and case studies? (These are helpful, not always applicable to our own needs; whereas surveys are.)
> Will what SNCR learns be published/blogged for all to see, or sold as part of a business venture?

Yes, I am a bit skeptical. PR and communications professionals, bloggers, authors, etc. are by nature conversational. That’s great for ancedotal evidence and case studies but not as much for good, hard, practical information.

If I’m wrong down the road, I’ll admit it. If I’m right — and the SNCR falls short of its goals, then I’ll be sorry.
– Mike

Technorati tags: Society for New Communications Research

Craigslist.com has been in the news lately. Mostly due to Google Base going live, and the predictions of its focus on classified advertising and related online sites (like Craigslist.com, and eBay.com).

However, for the first time I’ve read, Craig Newmark, who established Craigslist.com in 1995, is into another venture: citizen journalism.

“Newmark, whose site gets more than a million classified ads and 1 million postings each month, told The Associated Press in May that he wants to develop a pool of ‘talented amateurs’ who could investigate scandals, cover politics and promote the most important and credible stories.

The journalists’ articles would be published on Internet sites ranging from Craigslist to individual Web logs, or blogs.

He now says his role with the news venture will be more limited.”

Now, it looks like more of a supplement to exisiting media.

So what, another news service like AP, UPI, etc.? Maybe it will be more like a wire service (more than just RSS) with news from citizen journalists and bloggers?

It’ll be interesting to see what Mr. Newmark has in store for us.
– Mike

Technorati tags: craigslist.com, Craig Newmark, Citizen Journalist

Those who get their news and information on the Internet are more likely to read traditional media, than their less-than-’net-savy brethren.

That’s at least how it is in Canada, according to a study done by the Canadian Internet Project, and reported on CyberJournalist.net.

The key findings of plus a link to the report are on CyberJournalist. According to the study, “Fifty-nine percent of Internet users cited newspapers as an important source of information, compared to 50 percent of non-users.”

As the study pointed out, “Internet users, it would seem, are simply more media-oriented than are non-users.”

Internet users are just news junkies (like me, I suppose) who use the Internet as an additional outlet to gather information, whether it be useful or useless.

However, according to the study, while Internet users see newspapers as an important source of information, they tend to spend less time reading newspapers and other traditional media.

That makes sense as there is more competition for news and media sources.

So, should more newspapers take a cue from “USA Today” and develop quicker-read stories with graphs to optimize readers’ time?

Some have, but more should.
– Mike

Technorati tags: CyberJournalist, Canadian Internet Project, Studies, Canada, News, Newspapers

CyberJournalist had this great post the other day on the “Top 10 Reasons for Reading a Newspaper.”

Okay. I’ll save you a click through by posting them here:

Top 10 Reasons for Reading a Newspaper
1. My newspaper has never crashed, gone down, or flashed animated ads at me.

2. Anywhere I travel, my newspaper goes with me. I don’t need a laptop or a wireless connection or a PDA.

3. I can read my newspaper while standing, while eating, while riding a bus, but not while driving my car, which is just as well since I should be paying attention to the road.

4. If I read a story I like, I can tear it out and save it, and not have to pay to read it 30 days later.

5. I don’t have to sign in or customize or register or remember passwords to read my newspaper. And I often enjoy articles in my newspaper on topics I wouldn’t normally think I’d be interested in.

6. My newspaper has high-resolution picutres and type on large pages that load almost instantly, making it easy to browse and enjoy.

7. My newspaper is cheap, disposable and easy to replace. If it’s lost or stolen, it’s no big deal.

8. My newspaper is not made of unrecyclable toxic materials.

9. If my newspaper makes a mistake, the correction is posted with an explanation. It’s not sneakily applied to the original story after I’ve read it.

10. I can read my newspaper sitting outside on a nice day in the sun, even if a breeze is blowing, because I know how to fold a newspaper.

My favorite? #4.
– Mike

Technorati tags: CyberJournalist, Newspapers