Forrester has an interesting report on “sources of information” and how much people trust them. You can see the results in the diagram below. As you can see, the least trusted source of information is the corporate blogs. With all the “corporate blogging” taking off… at least among Fortune 500 companies, this is a huge information to swallow for the corporate bloggers.
However, on the positive side, now that the companies know people do not trust their blog posts, they can start working on various solutions to make their corporate blogging work.
How can they make it work?
- Well, perhaps they could use the blog not only to communicate but also to get feedback from their customers and to start building strong community.
- To genuinely listen to the comments, and provide quick solutions to the problems.
- Instead of just re-posting press releases on the blogs (i.e too formal), maybe they could choose an informal approach and be closer to their blog readers.
- Top management should be actively involved in blogging as well. This has many advantages; one – it would make the posts more authoritative. two- people would be more willing to listen to and believe CEO than any other executive. and three – it would have a multiplier effect on the company, because if CEO replies a commenter and says “we will do it”, this would actually turn into an action. So, by just replying to comments CEO would actually be improving company’s products.
Companies should definitely try to get this report and study it if they can.