There's a lot of debate and discussion about the value and potential of corporate blogs within my organization. We have seen blogging take off with some companies we have done work with - e.g. Sun, Microsoft. Their customers, products and services are all native to the Web space so it's a natural place to connect.
I remember in the early days of the Web (I've been around a while...but that's another posting), as a digital design Creative Director when Photoshop was in its early releases, we would email directly with John Knoll, one of the programs creators. He would respond or post responses. He was excellent about listening and being interested in expert user feedback. That developer/user relationship was tremendous and did more than anything to make me an Adobe enthusiast.
That very personal, inside discussion is part of the magic for me. There is something primal about the desire to be "heard" and responded to. It does create a bond. Those of use in the brand stewardship space really respect that bond idea.
Robin Dindayal from iupload made a list of how corporate blogs can add value. In general, I think he is dead-on. And his two first points are the most critical and worth a lot more explanation:
- Blogs allow for conversation alignment between customers and companies
- The "human face" of blogs help companies develop stronger relationships with their customers
Where do you see the value of corporate blogs? (Gulp- and how would you measure it?)