In a recent blog post and MSNBC story Mindjet (MindManager) comment on how they got into corporate blogging and the results they have seen. Corporate Blogs will not replace other forms of communication but offer some features that are just not possible via the traditional channels. The difference is that blogs are personal, immediate and invite feedback.
They should cut through the “company facade” and let you see what the people who create the products are thinking. It also gives a company another channel to gauge what their customers are thinking via response on the blog (comments or email) or their own sites (via track-back). I prefer if comments are offered but understand the overhead created managing comment spam. Email contact with the authors with answers on the blog, perhaps in the form of further posts, is an alternative to this but not as good.
The Mindjet blog didn’t make me purchase MindManager as I already owned it. It has enhanced how I use it and given me an insight into it’s history and future potential via the people who create it. That is something PR or advertising can’’t do due to the formal one way nature of the communication. I mentioned in an earlier post that via blogs you relate to the people in a company rather than a “corporate entity”. That has to be good.
There are other spin-offs from blogging. I will soon be writing about a product, not made by Mindjet, which I discovered via their Blog.
That Corporate Blog may even benefit other companies!
Update 27–07–05: Another article on the benefits of corporate blogging, this time Bob Lutz of General Motors: