Reaction to today's class on blogs:
One of my doubts about using an open blog for a small company, let's say for a B2C service:
- if the blog is open, as the speaker said today, the discussion can go in any direction and kill the blog rapidly. Not even talking about the reputational issue, if anybody starts on super-models for example, it can really spin off very fast, and it's on your company's web site... We all know how spamers can get creative with keywords, so automated filtering is still risky. We are talking about the company's brand here.
- so you're the moderator (and censor): how much of your time is that going to take? Can a small team afford having their (often unique) professional and talented marketer spending time on reading, filtering and answering blogs all day?
- alternatively, you close the blog to become a newsletter only, but then so long for the customer interaction and feedbacks.
Any solution?
BTW, is that blog suitable for discussion like this one, Dear Moderator ?...
1 comment:
A very legitimate concern... however, there's a range of levels of access to a blog: read-only, posts that must be approved, free posts subject to moderation, etc.
And a blog is only 'conversation' in metaphor - the reality is different. Registered users, for example customers with a pre-existing relationship, are much less likely to cause these problems. A customer service blog on a software product could end up full of complaints, but that's why it's there - better complaints that can be dealt with than lost customers.
Off topic posts, like 'supermodels' on a company site, are relatively rare on targeted blogs because: it's irrelevent to the community, so the post is never engaged; it's sort of like bringing up a bad topic in a business meeting - self-regulating; and the audience just isn't worth the posting effort for commercial spam. TO much time investment for too little in potential custome clickthroughs.
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