"It's not enough to rage against the lie.. you've got to replace it with the truth."
Irish Rocker Bono
Ok, there are a lot of lies (call them perpetuated myths) about business blogging and social media. Today I have heard 4 separate examples of respected companies who are trying to use blogging to engage existing happy clients.
The story usually goes like this: "We want a system that will allow our Chief Blogging Expert to create a post and then our customers will come and comment.....alllll kinds of good things will happen then"
Hmmm...like what?
The vast majority of your blog traffic will come from search engines. Companies have lot's of ways to engage in relationships with exisitng customers. Blogging is an acquisition strategy.
Here is the truth I would like to replace the lie with. Employees make the best bloggers. Employees have a vested interest in your success. No one knows your products or services better than your employees...and perhaps more importantly, no one understand how your prospects can benefit more than your employees.
Organize employee blog content around topics or keywords and you will win the search and win the engagement.
Hey if a few customers will donate content, great! And there are several stratgies to help get that content out of them. But customer generated content in enough volume to drive your progam in to any meaningful ROI? It's a lie.
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