84% Of Consumers Say: Corporate Blogs Suck
Well, this isn’t the most inspiring news to brands. But do neglect this item and do not hire a very skilled social media marketing agency. Just go out bragging and bribing social influentials within the social media space and you will kill your biggest asset: your brand!
This visual was used with the permission of my friend Michael Moon – CEO Gistics.com
“Only one in six consumers (just 16%) trust company blogs,” points out WOMM-U speaker alumnus Rohit Bhargava of (member company Ogilvy PR). In other words, 84% of corporate blogs today probably suck.”
It turns out that many businesses who are launching blogs are doing so solely to promote their latest marketing messages. As the report points out, “companies that selfishly blog about their products [are reinforcing] the idea that blogs can’t be trusted.”
This then, is the point: if you’re using your blog to shamelessly promote only yourself, you end up doing the opposite. What I would like to add about shameless bribing of bloggers?
When will brands ever learn that social media are not about bribing bloggers to brag about your products?!! CMO’s and brand managers, again a wake-up call: you really need to learn to adjust your content, creativity strategy and behavior if you want to earn respect and attention…
The internet and social media are uncontrolled ‘media’ that have grown big by conversations, not by controlled content and intrusive ads.. Also not by cheating and misusing the social code of ethics you, your PR agency, advertising and media agency know actually nothing about.
Why would you even consider hiring expensive monkeys that learn how to climb, by demolishing your precious brand? It really does not make not a lot of sense, right?
So what’s the solution? As Forrester’s report argues, part of it is to make sure that blogging is part of a larger social media strategy. Intel is a good example. They have launched several corporate blogs.
But more than that, Intel has an innovative program to bring social media influencers behind the scenes at Intel, they have many employees who have their own personal blogs, and just yesterday Intel publicly launched their official Social Media Guidelines which demonstrate to employees and the world exactly what their commitment to social media is within the organization.
If you are not convinced by Rohit, Forrester or me, read how social media marketing is smartly used by Dell or Starbucks.
Or take a look at Jeep’s smart social marketing strategy.
Look at online broker Zecco, that is not only using social marketing, but has become a social network for stock traders.
If you need more examples to get my message, your DNA has failed the test and you are entitled to stick to advertising. But be aware, 92% of all digital consumers will only buy your products if their peers have rated and reviewed them positively online.
There’s no escape my CMO’s sooner or later you will have to start a listening program like Dell or Starbucks. I just hope your DNA does not change too late. If it helps, read about Darwin’s evolution theory. The poor guy was smart, but your target audience has entered the era of revolution: a digital revolution.
So evolution my dearest CMO’s.. please don’t wait for it too long. Your fellow board members should really open up their curtains and windows of their board room (at the 8th floor too?!). Some connection with your target audience and some fresh air will probably refresh your thinking?!
Study your transmutation and look at the natural selection opportunities for your brand. Maybe change it’s ecosystem for a while…
Source: Influential Marketing Blog.
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You know what makes me angry Igor – I took the time to proactively search out the blogs of the big PR agencies here in Chicago. I visited them all and commented on their posts. Not one single response or reply.
If PR professionals, like myself, are going to claim dominion over social media, then we better start understanding what works.
As for me, I’m still in college (well I graduate in 2 days), but at least I can say I’m learning. Thanks, as always.
@ Roland
Hi Roland,
I fully understand your anger. If you see my articles I exactly feel the same! I think because the PR agencies you talk about (and brands and ad + media agencies I write about) act as if they really care.
In fact, most do not care at all or hate this new movement. Same goes for many traditional broadcasting and publishing houses. Deep in their hearts, they hate the disruptive forces that internet brings them.
It makes them feel insecure, not in the know and to be honest: mostly it also demolishes part of their business models.
I don’t want to push pressure on you, but you and your generation is my biggest hope
You know no world without internet. And probably don’t feel any resistance towards it. So my friend, I hope you graduate within 2 days and will start working in marketing, media or pr and will make changes from the inside!!
It’s in your DNA! Your Chigago PR agencies (and many others) only have a blog for the show! It’s not part of their DNA.
Enjoy your graduation party !!!
Cheers
Igor
[...] 84% of consumers say corporate blogs suck [...]
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