Here are four statements that, in no particular order, are true. Whether you like them or not.
Bloggers in general have a bad reputation. There is a negative connotation when it comes to blogging and bloggers, especially if you look at stories in the main stream media. People are afraid of offending bloggers; afraid of misstepping and feeling the negative wrath of the blogosphere. Just like traditional media, negative sells — and spreads a whole lot quicker than anything positive.
Look at these two articles: Forbes’ Daniel Lyons (and, his opinions about bloggers were somewhat proved right), and Kathleen Parker. (If interested in my take on Parker’s story, see here.)
You could also look at the recent posts and comments about the U.S. Army’s blogger relations program. It seems few are giving the U.S. Army credit for its blogger outreach efforts. Instead, most seem to be expecting them to fail. (Jeremy Pepper has some good discussion on it.)
Corporate ghost blogging, much to some bloggers dismay, will grow to become the norm. And, when I say ghost blogging, I mean that others will write initial post drafts for the “authors” to review and edit before being posted — under the author’s name. This is common practice in media relations, speech writing, and other communications involving corporate execs. I don’t particularly like it, but do see it as inevitable.
It’ll be inevitable due to execs — especially CEO types — lack of quality time to blog, lack of being comfortable with their writing, and other sound reasons.
And, like what happens in other forms of PR, some will suck. Some will be great. Some will be so-so. The marketplace will ultimately decide.
Bloggers will continue to periodically make corporate America look foolish and deceitful. The Kryptonite bike lock and the more recent Sony toolkit stories are prime examples.
Blogging is the latest and a growing example of the individualism for which America is known. So, there are bound to be individuals who blog and who are passionate about a company, topic or industry who will uncover what traditional media — generalists by nature — will not find.
As of now, the vast majority of the world and of Americans — and even the majority of Internet users — don’t know what a blog is. According to a comScore study, 50 million U.S. Internet users visited blog sites during the first quarter, 2005. That is about 30 percent of all Internet users, and 1/6th of the total U.S. population.
Yes, I’m sure those numbers have increased. However, when you look at blogging within the realm of personal or even corporate communications, it’s still in its infancy in terms of its popularity and reach among the general public.
So, while communicators, marketers, sales people, corporate execs, etc., should keep a watchful eye on — and even participate in — the blogosphere, let’s not get myopic about it. In corporate branding efforts, it’s just one vehicle.
So, do you agree with any or all of the above? If so, I would appreciate if you let me know. If you don’t, I really would appreciate it if you let me know — and why.
After all, is that what this social media is all about?
– Mike
Technorati tags: blogging
