Day one of the Social Media Conference was very informative. Marilynn T. Mobley, Senior VP with Edelman presented an excellent session.  She encourages anyone thinking about launching a blog to think like a CEO and to review the following items:

    • Why do we need to do this?
    • What’s the real cost (launch & employee time)?
    • What’s the ROI – is it going to make us $$ of save us $$?
    • How will it affect our credibility?
    • Who is ultimately responsible for it?
    • What happens if we don’t do it?
    • What is the competition doing?

    There are many answers to Why launch a blog.  Among them:

    • These conversations are going on anyway, why ignore them
    • To showcase your firm’s authenticity
    • Demonstrate a willingness to be transparent
    • Instant publishing on your own terms
    • No need to rely on mainstream media to disseminate messages

    What’s the real Cost?

    • Technology costs are minimal — most blog software is free, for instance this blog is built in Word Press
    • Human resources to man the blog — this varies depending on how many people are posting & how often
    • Existing content can be repurposed from press releases, speeches, collateral and white papers

    What is the ROI?

    • Biggest answer is the opportunity to listen to stakeholders
    • Opportunity to have conversation with others involved in a specific marketing niche
    • Improve visibility to mainstream media (several speakers commented today on how their blogs had attracted interviews from mainstream media)
    • Test product or service changes (again this was a major theme! Corporations can use blogs as mini focus groups)

    Ok, I hope this gives everyone a bit of a taste for what we covered today.

    Some sites to visit


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