On Corporate Blogging: Interview with Don Martelli of MS&L
Though blogging has been around for a number of years now, many businesses are still trying to figure out the value of having a corporate blog. Businesses are always concerned about return on their investments, so I decided to get some answers.
I interviewed Don Martelli, 15-year veteran of the communications business, and Vice President and Director of Digital Communications with MS&L, a global communications agency headquartered in NY, to get a sense of what is going on in the blogosphere, why businesses should care, what they should be mindful of and who they should be watching.
Martelli is well positioned to advise us because he develops and manages all the social media and creative design programs for MS&L's Boston office as well as covering all things digital for the office's PR Finish Line blog. In addition to his day-job, he is also a contributing writer for Technorati and Blogcritics as well as Every Other Thursday, an up-and-coming blogging community for dads.
What are three reasons why businesses should be blogging?
The media is fractured — The major dailies that haven't closed are under pressure to find innovative ways to stay afloat, and it's not working. Consumers aren't buying newspapers or magazines anymore. They want it delivered via the Internet. This media environment has created a scenario where there are less and less targets for companies to "pitch." Self publishing (blogging) is one of the ways to get your brand's story and point of view heard.
Information flow is 24/7 — There is no longer a traditional news cycle. News breaks anytime and on any variety of platforms. Brands need an outlet that they can leverage at a moment’s notice in the case of a crisis or breaking news. Blogs are news gateway for brands in a media landscape that's becoming more and more difficult to maneuver.
Consumer expectations — Consumers expect engagement by a brand. They know that brands are trying to leverage social media channels to encourage them to buy products, support a cause, attend an event, and so on. A corporate blog allows a brand to open the doors, so to speak, and engage directly with consumers. Additionally, a blog should be a brand’s home base as it relates to social media. Depending on the audience, brands should leverage applicable social media tools for engagement, and use the blog as a content aggregator: pull in the brand's Twitter feed, post photo galleries from Flickr, showcase videos from YouTube, and so on.Continued on the next page