Day by day competition is increasing in the field of business due to the increase in the number of companies in the particular field. From the early 20 th century and even today companies are engaging themselves in booking airtime of various popular shows in various channels for getting targeted visitor. They are spending millions for buying airtime for advertisements. Now we are on 21st century when the competition is intense. To boost the sales of a particular product or a brand we need blogging which will help the company to engage themselves with the customer. The blog can be Multi-authored. It will be the place where the management and the customers and the employers can engage themselves with the online customers. Most of the blog gets targeted traffic, when the traffic is coming through search engines (organic). The social network will play an important role by sharing the links of the blog featuring the product and will help the targeted customer to stay updated about the shared product. Then he or she shares the links related to the upcoming product among the friends by blogging or using social network sites and ultimately the publicity of the product happens without much expense. The blogging is very vital for small business owners for making cost effective marketing. It also help to determine how the product will be accepted by the market by simply going through the comment box of the blog and the networking sites. According to which the steps can be taken for making the product successful in the market. The blogging helps the company to drive the growth socially and promote beyond boundaries.
There are various types of blog:
1. Founder's Blog or CEO's blog
The founder or the CEO is the head of the company. So this blog will contain the speeches of these leaders who will be responsible for the future growth of the company. His or her voice will be getting maximum level of traction among the online public. Which will help the company to drive the future growth of the company. This is true that the senior level remains busy 24/7 but it would be a great growth driver if they able to do that by saving time. In long run it will pay definitely because this will help them to interact with the consumers directly and will help him to understand what exactly the consumer want from the company. But if you think that you are Mr.Jobs and believe that the customers do not know what they want and your thought process is far sighted than what is going on in the market now then simply update your blog with the news on latest development on various products, news, company achievements, and market. Please remember that the loyal customers always want to hear from higher management.
e.g. Sachin Agarwal the founder of Posterous a blogging brought by Twitter.
2. Official Company Multi-authored Blog
This blog will be updated by various authors hails from different departments and updating about the latest developments that are happening there. It will help the consumers and investor too stay updated about the latest developments that are happening in the specific departments and overall company. It will help the company to create a overall lucid picture of the company before the public. That will help the consumers to know about the latest developments that are going on every vertical and future prospects of the company. It will empower the companies social marketing.
3. Blogs runs by various departments
Your company may have many departments like HR (Human Resource), IT, Marketing etc. These Departments blogs will feature the major and latest development that are happening there. The marketing department will collect the information related to the liking, quality of the product by the public from the comments space and securely sharing it with the other departments. Which will boost the productivity of the company. It will also help to understand the sentiment of the customer to the product offered to them in the market.
The HR and IT department can share the stories related to the working condition offered by the company. The post may be written by the employee of the company and how he or she experienced while working in the company. This will help the company to boost the sentiment in the job market and will help to hire new talents and stay ahead of it's competitors. The IT department will share the technological advancement of the company in various fields.
In this way different department will have there own blogs in order to boost the acceptability among the consumers and online visitors across the globe.
e.g. The Infosys Blog is run by the HR department of Infosys.
4. Product or Service related Blog or marketing Blog
The product or service department will be updating the blog with the news on latest development on the service or product that department is providing. The main focus of the blog will be on the particular product or services that department is in charge off.
This particular blog will act as a marketing tool to market the product to target consumer not only in the country but across the globe. In future it will help the company to launch a product to a new country without much brand building work. It will also help the management of the company to decide in which country they will launch their product or service first by just evaluating the daily analytic report of the blog. It will also help them to calculate the demand of the service or that product that the company is offering.
e.g. Amazon have it's blog based on the particular service that the company is providing the world i.e. Cloud computing .
5. Employee Blog
This one is the fifth and the last type of blog that will be run by individual employees. In the blog the employees will shout in the internet space about the latest developments that are happening in the company and the types of facilities they are getting in the company. The regular update of the blog will make help them to build a celebrity in the online blogging space and silently it will give the company a opportunity to market it's products or the services that the company is offering.e.g. IBM offers this innovative service to it's employees.
The company blog also have some side effects too we will tell about that on the next episode.
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