Special Report Web Marketing New, Usable Web Marketing Ap
You'll be rewarded with hundreds of pages of teen angst. Or visit www.fotolog.com/cypher, where you can view a photo of every meal eaten by one blogger since October 2002.
Thanks, but no thanks.
If your company is going to blog, make sure your writing reflects your brand. Just because your chief executive can share her musings about her breakfast cereal with the entire world, doesn't mean she necessarily should.
Takeaway Tip: Blogs can be more than public diaries. Determine which individuals publicly associated with your brand are blogging and how their blogs reflect on your brand. The blogosphere is crowded, so you need useful, well-written content to win relevant traffic.
Build Your Reputation
Happy customers blog. Angry customers blog louder.
It's critical to keep on top of what's being said about your brand and your products online. Because journalists in the trades and mainstream press heavily rely on the blogosphere, problems can percolate from private grumblings to the front page with surprising speed.
If you learn of legitimate problems when monitoring the blogosphere, admit your mistakes and move to remedy them. If you hear inaccurate complaints, explain your view of the situation. Responding quickly is essential.
There are reputation monitoring services available, or you can track your brand name and key product names yourself via really simple syndication searches (Technorati, IceRocket, BlogPulse, Google, Yahoo!, MSN News, etc.).
Takeaway Tip: Monitor your brand reputation online. Develop a response plan. Who in your firm will respond to inaccurate posts about your brand?
Bait With Blogs
Search engines love good blogs. Good blogs are chock full of rich, fresh content, clean semantic markup and rich interlinkages. As a result, for many searches, blog results rank higher than product detail pages on search engine organic results pages. For competitive search engine optimization (SEO) terms, excellent blog content can be a powerful tool to increase organic traffic.