Average Reviews:
(More customer reviews)John Cass blogs at PR Communications where he writes knowledgeably about industry. He's also a fellow at the Society for New Communications Research (SNCR) and is past president of AMA Boston.
Strategies and Tools for Corporate Blogging is an informative and useful book that aims to give the reader the tools and strategies to develop expertise in how to build a successful corporate blog and to enable the reader to conduct effective corporate blogger relations. He makes several important points along the way.
* rather than blogging exclusively about products and services, the better strategy is to create a forum for discussing customer issues and concerns.
* blogging is about listening, and involves customer service and product development.
* PR professionals have many of the skills and strategies needed in today's new media world, but they still have much to learn from other professions if they are to succeed in blogging.
The book's only major drawback is an apparent lack of professional editing. Nevertheless, I would recommend this book, along with a couple others I've reviewed: Blogging for Business by Shel Holtz and Ted Demopoulous (Kaplan, 2006), and Naked Conversations by Robert Scoble and Shel Israel (Wiley, 2006).
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If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies best use blogs to connect with their audience through the medium of consumer-generated media?The answer is through blogger relations, the process of interacting with bloggers and blog readers to get a company's message to an audience.This book targets business people, marketing professionals, public relations firms, search engine optimization and online marketing agency staff with a primer on the importance of corporate blogging and how to conduct a successful blogger relations ongoing campaign.* Provides tools for companies to interact with customers through blogging communities * Shows how to transform public relations and search marketing through consumer-generated media, RSS feeds and comment interaction strategies * Describes how to optimize blog articles for blog search engines and provides content strategies* Provides companies the planning tools to evaluate its blogging community and company resources for effective blogging
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