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