If businesses don't create their own conversation forum, their brands, products, services, and reputations might be co-opted by others
By using a blog to tell their side of the story and put a human face on the corporation, businesses can proactively shape preferences and preserve customer loyalty, says Mark Kingdon.
When you don't tell your side of the story and fill the void and rumor mill with correct data, it will come home to haunt you.
Shaping a consumer's conversation is critical, according to the Cluetrain Manifesto. If a brand doesn't meaningfully contribute marketers lose control.
Is a blog a marketers dream - or a PR department's nightmare? Or a bit of both? A blog can make the writer into a thought leader and a celebrity, yet trash the reputation of a company or an individual in a heartbeat.
The blogosphere has to be closely monitored.
But one thing is for sure - it's far too late to ignore it and go on your merry way.
