Filed under: Digital Strategy
Jon and I think very much alike about blogs as witnessed conversations. He was telling me a story about a financial services client that was really having trouble with the notion of employing blogs to tell the stories that would inspire uptake of a new product, which would also provide feedback about people’s perceptions of the product: the FAQ’s, the resists, the barriers to understanding and so on…
The client’s policy on the written word currently requires that everything that is to be published gets sign off, not merely from the Marketing Director, but from the Trustees!
If you look at a blog like a witnessed conversation you can start to readdress this kind of thinking. For example, you wouldn’t involve the Trustees in every conversation that was happening in the call centre. When you empower someone in your retail environment (or call centre) to tell the story of the brand and describe the product you are taking more of a risk than in the ‘think and release’ environment of a blog. In fact, a brand has a great deal more control of the conversations that take place on a blog, as the author should be the recognised expert in bringing the product to life.
I’m a huge fan that company blogs are not only an opportunity to talk and learn from the brand’s audience. I think that by creating a narrative structure around the day to day best practices of a brand, written by the leading expert, that they are also a great platform for knowledge management for employees to witness and contribute.
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