Riddle me this readers: When it comes to social media, why are so many companies having such a hard time getting it right…?
Armed with budgets and ivy-league experts, why are more corporate blogs being laughed at rather than lauded? And why are blogs run by passionate individuals more popular than those run by full-on marketing departments?
Here’s a hint: the answer is really easy.
Social media is tough for many of today’s companies to wrap their high-level minds around because it’s rooted in some rather simple principles — and simple runs counterintuitive to business-wired brains. It’s not their fault, really. In a world defined by pie charts, paradigms and revenue models, executives are programmed to make things, well, complex.
But blogging is an exercise in the basics. As I tell my clients, social media requires learning new tools as much as it necessitates revisiting old maxims. Said another way, social media draws less from practices taught in graduate school, far more from the lessons we learned in grammar school, namely:
Just be yourself. Lose the tie. Lose the script, too. Engage in a conversation with your readers rather than broadcasting a memo to the masses. Share compelling information but don’t underestimate how compelling it is when you infuse your humanity and unique personality through your posts. This makes you accessible and enables your readers to connect with you. Let’s face it, it’s tough to connect with an excerpt of an annual report.
Share with others. We’ve entered the “share economy,” an environment where open ideas and open-source have become the rule, not the exception. We admire thought leaders who generously share new methods and better practices, while we increasingly distrust those who closely guard information. In an open world, the more you give, the more you get back.
Play fair, too. There are no shortcuts (but everyone still wants one). Delegating your blog to an assistant or to a third party is like having someone do your homework for you. Nobody likes a cheat. Especially in an era of transparency.
Want friends? Then be one. In the blogosphere it’s more like making friends than business contacts. Friends build a rapport. Friends are supportive, responsive. So it’s not just about your blog, it’s equally important to participate in and promote other blogs. Neither the world, nor the blogosphere, revolves just around you.
When you’ve done wrong, say you’re sorry… and keep promises. Apologies are powerful, yet many companies equate an apology with weakness and go to great lengths to avoid admitting any wrongdoing. The thing is, an apology doesn’t solely mean you’re accepting fault, it’s a promise to do better. Deliver on your promises and you’ll win hearts and minds–and there’s nothing weak in that proposition.
Ironically enough, these simple practices are yielding elaborate outcomes. Like product improvements, innovation and customer loyalty. In this medium, minding the essentials is how companies build interest, trust and relationships. These benefits present a pretty solid business case for getting back to the basics, eh? Indeed, sometimes the answer is just plain simple (which is why it’s so hard to see).
don’t you think that making things complex is a way to defend, at least short term, your job? you are a graduated guy, you now work for the BRAND after several years of experience on job assignement more and more rewarding but tough, too. your mantra is that marketing is top down, is a way to make people eat as quick as they can what you have just produced (well the original is far harsh than this). all of a sudden, a very simple thing as to talk to people and sit down and listen is a powerful marketing tool. that’s unfair, isn’t it?
I think you overlook the important factor. Corporations are formed, primarily, to protect investors and executives from exposure to legal problems — both real and frivolous law suits.
Inadvertent, non-company line information as well as ads and press releases have, and continue to, cost many companies big money. Press releases and public statements get a lot of internal scrutiny before release to reduce the risk of misstating something. Not to mention possible information that might rate SEC reporting or information ‘leak’ prosecution.
Essentially, until you can keep lawyers, litigious competitors and fanatic activists from using blogged information, you haven’t gotten close to explaining why blogging is a good idea for all businesses.
Communicating to customers is great. For some businesses a large share of their potential customer base is online and reading blogs. But for other businesses most of their customers won’t read a blog (unless it makes Fox New headlines). How is a business to relate chance at new or happier customers, against being blasted in court by vigilantes, fanatics, and treasure hunters?
CK,
Great first contribution to MarketingProfs! Of course, there were never any doubts that your posts would be fabulous.
I think Brad has it right. Although I agree that your recommendations make for incredibly interesting blogging, they open executives up to risk. And corporations don’t like to take communications’ risks.
It has been eight years since I directed internal communications at a large corporation. And although Starbucks encouraged and supported open and frank communications internally, it was far more cautious about what is said outside its controlled airspace.
My strategy was to make nice with Legal from day 1, and to gain their confidence. I did the same with the executive team. In turn, I was able to do some things that others before me would not have attempted.
Still, I think launching a blog would have created lots of nervousness inside the corporate center.
Based on my experiences, I wonder if corporate blogging can ever achieve the kind of authentic passion and openess that would engage employees and customers.
Lewis
Gianandrea: Very insightful take; thank you. I hadn’t thought about it from the view of defending one’s job
. Social media necessitates the skills most fundamental and CORE to the marketing profession–we need to connect with, listen to and serve our markets. But we’ve gotten further away from interacting with our markets over the years (save maybe SAT surveys and focus groups). So while some really “simple” and basic steps, the migration back to interacting with customers has been startling for many companies (and why so many efforts have fallen flat).
Yet these simple steps can make for groundbreaking improvements–which if done right could make for many job promotions, actually.
But companies need to start thinking more basic, more “human”, if you will. Alas, change is hard–especially when we’ve been answering to profit & loss statements more than answering to the public. That’s why I’ve been working to get my clients back to the basics, it helps them make that change in mindset. We’ve got a long way to go…but I’m working to get them to use the basic skills they learned so long ago. They’re the skills that will serve to save many jobs (many brands, too).
“When you’ve done wrong, say you’re sorry… and keep promises. Apologies are powerful, yet many companies equate an apology with weakness and go to great lengths to avoid admitting any wrongdoing. The thing is, an apology doesn’t solely mean you’re accepting fault, it’s a promise to do better. Deliver on your promises and you’ll win hearts and minds–and there’s nothing weak in that proposition.”
Love this point and you are exactly right, many companies DO equate an apology with an admission of weakness. Of course their customers see it as a sign of integrity and being ‘human’.
And Brad I think you’re missing the point. Its not about blogging, it’s about companies interacting with their customers using the SAME tools they are using, in the SAME WAY in the SAME SPACE.
When you start speaking to customers in their language, using the same tools they are, in the same way, then you begin to…..wait for it…..UNDERSTAND them! And in turn they understand you, and a trusting relationship can be developed.
Blogging isn’t going to save the corporate world, but learning to communicate with customers in a voice they can understand, just might.
BTW welcome aboard C(space)K!
I think it boils down to the fact that corporations are entities and people are people with real feelings about real matters. Once you get a bunch of board room execs together trying to come up with a blog, you’ve got too many chiefs calling the shots, worrying about liability, toning down the interesting stuff and making the entire venture a waste of time……That’s my layman’s opinion, of course!
CK, I’m sure there alot of legal ins and outs but it is always a good reminder to stop making something difficult when it is actually easier or more simple than we think.
Many times that behavior comes from a fear of the unknown. Sometimes we think something new has got to be difficult.
I read this in college in 1980 (argh dating myself) in a first level advertising class. I still remember it and refer to it just to remind myself to keep it simple: “Obvious Adams”
http://www.amazon.com/Obvious-Adams-Story-Successful-Businessman/dp/0961320303
I wholeheartedly agree with your assessment on apologizing when you’ve screwed the pooch with a client.
I think one of the reasons it works is due in part to our highly litigious society that disincents any wrongdoing on the fear that you’ll get sued if you admit failure. In fact, many doctors feel that they are treating two people in every session: The patient and their lawyer.
When you apologize, the customer you have wronged is so dumbfounded by its rarity that their reaction is overwhelmingly positive.
Strange days indeed!
Don’t blast the big corporations too badly before you remember your lessons in demographics. People who visit and participate on Blogs are a segment of the population, just like seniors, punk rockers, x gen etc.
The question is better asked; are corporations missing out on thier segment of the population by not using a blog. If researchshows that their audience does not respond to social marketing then why bother placing money into it. For example advertising on busess works really well but I would not recommend that media for Marketing Profs.
Thank you to everyone who read and commented, I sincerely appreciate your time and thoughts. I’ve compiled feedback to the many great comments below, sorry it runs a bit long but it addresses many comments!
Brad & Lewis: Yes, a company absolutely needs to synchronize with legal and not expose itself to risk. I remember in ‘98 when launching websites at ABC how we needed to pass with legal on what could and could not be said on the company’s website. Heck, back then we were having a tough time even getting the URL placed on ads, if you can believe it.
But in my post I’m speaking more to tone and interactions with customers and there is a balance–without incurring legal risk–that can be struck. I’m working to showcase the humans behind the corporation, and to get businesses to better leverage social media to deepen customer relationships. Which blogs are having success? Those that infuse personality, share information, listen and respond to their customers–a lot of basic (“simple”) lessons that so well apply to social media. Legal departments are already defining what can and cannot be discussed on their blogs, but as marketers it’s our job to ensure that we’re leveraging this medium in ways that resonate with our markets.
Mack: Yes, using the same tools as your audience in order to understand them–and to give them a channel to rant or rave–is critical. Why put so many roadblocks between us and our customers? Like I tell clients, if you’ve got a great product/service and you’re treating your customers right–you’ve really nothing to fear and loads to gain.
Michael: Glad to see you over here at the Fix. Yes, the point is to showcase the humans in the corporation instead of diluting them by way of too much “corpspeak”.
Tammy: Keeping it simple is a great mantra. We do so often make things more difficult than they need be, and hurt our cause in the process. And thanks for the great link!
Jonathan: True indeed. Many times the customer is so amazed that you’ve apologized that they love you for your humility alone. Great example regarding the Doctor, btw.
Clay: Yes, media absolutely needs to be targeted to the demographics/psychographics of the segment. The thing is, with social media, a broad segment of the population has access to it (be it b2b or b2c), with those numbers growing. Much like the numbers of Web users grew over the past 10 years. Since it’s a 2-way medium, rather than, say, broadcast TV or commuter advertising (e.g. bus, subway), I view social media as a customer communications vehicle, not just a marketing or advertising channel. Thus, it enables companies to get closer to their customers. With its low cost to entry (though it does necessitate time, which is a cost for sure), because it enables us to interact with our constituencies I have a hard time advising businesses not to invest in it. A great time to start is now, and start off on the right foot rather than play catch-up in a few years.
CK
Nice post. I was struck by the fact that your points collectively describe what it means to be authentic. If we wanted to get really intellectual about this, we might say that one of the barriers is the gap created between a business facade and just being one’s self.
Steve Roesler
Personally, I would agree with Brad and Michael; Corporations (I’m not talking about SMEs) cannot be blogging because blogging is something personal, emotional … which Corporations will never be
This being said, the fact that people working for Corporations (and not just those from Sales & Marketing) should go down the trenches and go talk to the customers/consumers and engage with them (don’t know if that’s correct) is the ultimate truth.
And here, I join Gianandrea in saying that it won’t happen because it’s too easy, too much below the self worth of all the big shots in any Corporation => “I am the frigging CEO (or VP of whatever) of Blala Corp! I don’t need to go talk to Customers because I’ve seen it all already ….”
Or … and it just occured to me, a lot of them would say “Or maybe I should go talk to Customers because it will look good to the boys on the Street, and this will make my stock options go up” … but nothing will happen afterwards anyway …
Welcome to the DailyFix, CK!
I’ve said this before and I’m going to repeat myself:
Congratulations on putting together a timely, well thought out, and extremely articulate post on where exactly companies are stumbling while trying to emulate the Scobles and the Rubels of the world.
I couldn’t agree more with you on these corporate blogging principles you’ve outlined.
Keep up the great work!
Mario
Well, damnit, CK. I believe I’ve been stripped of any ammo I might have said, so I’ll just congratulate you again on your move over to the fix.
Ok, my eyes are burning now from that comment thread.
Steve: You hit on a major barrier indeed, here’s hoping biz’s find that “middle ground”. It will be a challenge…but challenges are what we marketers are here for, eh?
Xavier: I do hope they will see the worth (besides stock options, though that is a motivator) of going “down in the trenches”. There truly is so much to be gained by connecting with customers, especially now that we have this medium that encourages feedback–let’s hope they start listening.
Mario & Paul: You’re very kind. Thank you.
All: Mario did a great job in addressing all your great comments to this post–and addressing his recommendations on (1)blogging responsibly, (2) ROI and (3) intangible assets. It’s worth checking out at:
http://mariosundar.wordpress.com/2006/10/17/why-is-corporate-blogging-important/
Wow CK … that is some discussion you have created! Great first post to get us all thinking.
I think there is plenty of potential for corporate blogging, but it is not for all companies. You do have to have a genuine interest in conversing with your customers … and it has to show. If you look closely, you can see the real people behind the corporate facade … peeking through the curtains.
Give them some guidelines/policies, a keyboard and let them go. It’s not just about inviting your customers into your brand — it is also about inviting your employees and managers.
Gavin: Thanks for your good insights (as always). Yep, you must, as you say, have a genuine interest in conversing with customers–both listening to them and encouraging them to give you feedback.
I do like when companies have many staff blogging (like Brains on Fire does), it gives a nice patchwork of personalities. And yes, there must be policies. But there can be a balance between keeping to policy and staying true to one’s personality. I just don’t want to see so many blogs being corporate memos. End game, I just want to see more co’s communicating with their most treasured asset (their customers).
CK – Welcome. Great post. I liked the kindergarten example. The concept of sharing is a good one and may provide a hint or two to your riddle.
Yes, although one of the most important lessons we begin to learn in grammar school is ’sharing’ it is not an easy course to pass. Most children have a difficult time sharing their favorite crayons. Will I get it back? Will it be broken? Will I be able to color a new picture with the crayon you return to me? Bottom-line .. can I trust you?
Fast forward to adults in a competitive corporate world. Although by this time we might expect people to understand the concept of ’sharing’, it can be as difficult as when we were in grammar school. In an environment where the person with the most information wins this game, how do I know you’re not going to use my hard found knowledge to leap ahead of me? How do I know you will play fairly with me and share your data marbles? Bottom-line can I trust you?
Yes, the answers may be simple but the bottom-line is how do we create a new culture that is built on trust and where it is encouraged to color outside the lines?
The one thing to remember about any corporate “apology” is that as silly as it sounds, it can’t admit that the company screwed up. In as litigious a society as we are living in, where Multi-Million Coffee Judgements and Millions are being awarded for someone with a stick found in a granola bar, it is almost impossible for a Corporate Entity to Officially admit that they were wrong.
What you are going to see in the near future (it’s already happening now to a limited extent) IMO is more the people involved posting their thoughts on their personal blogs and it’s going to be up to the public to play connect the dots. Like a couple people already said, the Corporate Blogs have to play it safe.
Welcome to the Fix!
CK: I think a number of us have just realized the pendulum must be swinging the other way on the “corporate blogging” idea. Sure, corporate blogging is a great idea as long as it’s a great idea.
To paraphrase a post I wrote a few weeks back, blogging for your business needs to make sense — it is going to cost you money because it’s going to take not just your, but other people’s time, and yes, unfortunately, you need to know what kind of return you’re getting for all that time. You also need to understand, if you’re tracking web metrics, that your visitors are usually looking for products, compatibility guides, dealer locators, and rarely your well-turned phrases about what’s on your mind today. Customers usually care about what’s on their minds today.
If your business is intangible (you’re an agency), blogging is easy; if you sell something, just understand what you’re signing up for. And good luck with it.
(Referenced post was http://note-to-cmo.blogspot.com/2006/09/note-to-cmo-blogging-and-bathwater.html).
Great topic! Thanks.
Well said, CK!
Great post and even greater discussion. Lots of good points here. I’d like to add one thing.
I personally believe that blogs will be as essential to businesses 5-10 years from now as web sites are today. Perhaps blogging is another bandwagon, but wasn’t the Internet at one time? And now what is every business (and individual) trying to do? Buy a domain name and set up shop online.
However, I believe that like all marketing communications (even grassroots & pavement-pounding efforts), blogging as a marketing tool will need to be both regulated and monitored from a legal “let’s not get our butts in trouble” standpoint, while it shines the way it’s meant to – as transparent two-way communication. Once companies (including corporations) and their execs learn the ins and outs of blogging, they will be able to [successfully] leverage it, no doubt.
Hi CK. Nice post and interesting insight. I think part of the answer to your question lies in in the combination of your last paragraph and your thought that business folks can make things too complex many times.
I suspect when business people see the DIRECT link between the benefits outlined in your last paragraph and being an active and open participant in the social web, then we will see them truly embrace the medium.
By direct link I am referring to measurable results in product improvements, innovation and loyalty.
At Kalivo, we’re trying to provide solutions that enable & track the benefits, but embrace the open and lightweight nature of the social web and blogosphere.
These are tremendous comments, you guys are keeping me on my toes!
Toby: Thanks for the welcome, I’ve long been a fan of the “Diva” so your comments mean much. What you hit on with trust is paramount. I see trust as the most vital attribute of building brands and relationships. And yes, sharing is hard even when we graduate to adulthood. I do hope that social media will do much to bridge the disconnect…and work to build that trust.
Erik: Ah, the apology. Yep, it’s a fine legal line–and yet, if you hear many plaintiffs after a lawsuit what they really wanted (tho’ the money is nice) was an apology. Take the Edelman/Wal-Mart Flog example, we’re still upset with him/the firm but an apology that was genuine and quick would have saved more face. Amazing how powerful a sincere apology is (and how much respect it gains you).
SHDenny: Yes, what blogging doesn’t cost you in dollars it definitely costs you in time investment–and it takes thinking about what’s important to customers. It’s about THEM not us (that’s a challenge for many of us).
David: Thanks for chiming in, sorry that gawker so poorly misquoted you–now they owe You a BIG apology! But hey, it gave you one heck of a blog post (and a great story for years to come!).
Daniel: You got it right when you said: “I personally believe that blogs will be as essential to businesses 5-10 years from now as web sites are today. Perhaps blogging is another bandwagon, but wasn’t the Internet at one time?”
True dat–which is exactly why businesses should start now…there’s never been a better time to connect with our customers, eh?
Right on. And it will be easier for them to start once they see the actual results from their blogging ventures, as Brian pointed out from your last paragraph.
Daniel: Absolutely, Brian is taking the right course. With my own clients I’m building the “business case” for blogging (innovation, improvements, etc.) while showing that the route to success is in leveraging the “human case”, which is wrought through being accessible and yes, returning to the basics.
It’s a challenge…to say the least!…but a worthy one. A fun one, too–many execs are just looking at me like, huh?
Nice post.
If Dell, Microsoft and GM can run blogs I’m pretty sure any company can.
The real question is whether they mistakenly just try to use a blog as a billboard and simply push adverts down peoples throats.
The question for companies who are scared employees are going to let a cat out of the bag or overstep the legal mark. How could they contain bad news anyway? They’d better get rid of all their phones, internet access, their PR department and sew their employees mouths shut too.
A blogging policy covering bad news issues will help their management of such issues.
Jim
Your take on blogging prompted my own on third party blogging. Which I believe is only the same as ghostwriting.
And of course there needs to be safeguards for it, as I note in my post …
http://acornservice.blogspot.com/2006/10/best-company-blog-writing.html
Jim
When Fake Blogs Work
Wal-Mart has come under a lot of fire for sponsoring a fake blog about Wal-Marting Across America, and they deserved it. The blogging community let out a collective groan and held conferences about how successful corporate blogs are authentic, honest,