Indian Corporates Yet To Sense Opportunity in Business Blogging

Corporate blogs are popular in the United States with business blogs of companies like General Motors, IBM and Yahoo! used as a key medium for dialogue with customers and also to clarify any misinformation out there in the media. But Indian companies are still stuck in the one-way form of communication using newspapers, magazines and news Web sites. “In an era when there are consumer review-driven sites like Mouthshut.com, a consumer will find ways to voice his opinion about your product or service,” writes Hrush Bhatt, founder of ClearTrip.com in agencyfaqs. “So you cannot escape negative opinion. In such a scenario, if an organisation believes in openness and transparency, then corporate blogging is for them.” Bhatt posts regularly on various topics of interest to him and also responds to customer queries and suggestions via his corporate blog. ” A corporate blog is like communication without adulteration,” according to Rajesh Lalwani, founder of Blogworks. ” It can be used for clearing miscommunication and finding supporters during a crisis.” Puneet Mehrortra, a strategist with Web consulting firm Cyberzest, offers more insight into the advantages of corporate blogging in his PTI column.
Corporate culture in Indian companies certainly needs to change to adopt blogging and recognise it as an important tool of consumer research and communication. Consumer surveys in India are always looked at with skepticism. Direct interaction with educated consumers through a corporate blog could be the key to solving several consumer complaints and tweaking existing products to meet consumer demands. Let’s not forget the old marketing mantra — consumer is king.

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