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Corporate Blogging


When I read this about Tello last year..

Second, they’ve obviously decided that the bloggers don’t matter much. Om Malik and Alec Saunders took the time to write about them. Even though they each command a large and very relevant audience, Tello didn’t bother to list either of them on the news page. Lots of other bloggers wrote about Tello too (including our own MobileCrunch), but were not mentioned. Companies that don’t embrace bloggers tend to become attacked by bloggers. Companies that embrace bloggers, and thank them, get lots and lots of love.

I wondered how a tech product expected to survive without the support of bloggers. Well it didn’t. It’s irrelevant what Tello was about (John Sculley from Apple, convergent service). The key is that by not participating with bloggers and focussing on mainstream media, you not only lose out on the support of the handful of bloggers that could get you 50 million media impressions in 7 days )see the Robert Scoble video story), but you also run the risk of alienating them to the extent that they run an anti-marketing, anti-advertising campaign against your tender new product. Yes, a blogger may only have 100 readers but those 100 have their own readers and if a high percentage start blogging on about you and your product, you may end up on the business page of a major newspaper. But not for the reasons you want

If you are starting to feel “held to ransom” or “held captive” by bloggers, take off your corporate hat and put on a consumer one for a moment. Now think of the 1,600 ads you have been bombarded with daily. Held captive doesn’t even come close to how that feels.

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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