Blogging needs a long-term strategic approach, claims Econsultancy.

Businesses using parcel delivery and courier services need to be aware that corporate blogging needs to part of a social media strategy and not focused on driving search engine optimisation (SEO), it has been said.

Econsultancy has argued that this form of company-customer interaction needs to actively engage people in a conversation that is "interesting, insightful and relevant".

Jake Hird, a senior research analyst at the firm, explained that companies often treat their blogs as press release boards, which is good for SEO but can also affect how customers perceive them.

He went on to say that corporate blogs that are not updated regularly can damage a company's reputation by showing inconsistency and a lack of commitment.

"Corporate blogging is a long-term commitment and as such, needs to be planned strategically, as with any long-term marketing goal," added Mr Hird.

His comments come after a survey by ATG revealed that over a third of people think that is either important or very important for firms to interact with customers through a social media presence.

Posted by Tom Sands
 

Article Added: 02/11/2010 17:13:14