Pitney Bowes’ executive chairman believes a parent driving their child to school is wasteful. He also thinks our government is so fixated on current year budget balancing that they mortgage the future. And one of his favorite movies is the Karate Kid because the hero develops a valuable skill without realizing it.
I have never met or spoken with Mike Critelli so how do I know all of this? It’s in his blog , of course.
(Note: Strategic Communications Group (Strategic) has worked for Pitney Bowes Government Solutions. However, we have not consulted the company on, nor been involved in their use of social media.)
There is a change underway in corporate blogging. Initially, most blogs were constructed as an extension of an organization’s marketing, public relations and lead generation program. They were yet another channel to reach target audiences with promotional messaging hyping the company and its wares. Unsurprisingly, readership for most of these online journals was low and the business benefit from blogging was questionable.
Now, an increasing number of executives are reinventing their blogs as a forum for more uncensored commentary, views and interaction on topics that may or may not be related to their company’s business.
Corporate Blogs Take on an Edge
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For instance, Pitney Bowes’ Critelli does write on occasion about direct mail in his “Open Mike” blog, yet he devotes more content to topics of personal interest like transportation reform and Alzheimer’s research.
What’s the value in this? Is there a true business ROI from a more widely read blog if the topics have little to do with the company’s products or services?
Absolutely! Ultimately, people do business with companies they know and trust. That’s the power of the personal connection. It is why I share with clients and colleagues the often humorous anecdotes that come from raising two sons under the age of four. It’s why I ask them about their families, vacations and hobbies. I want them to see me as a person, not just as their PR consultant or co-worker.
A corporate blog with a well-defined editorial mission can help your company make a deeper connection with the audiences most important to its success. You want to promote your company, while also identifying ways to engage your key audiences on topics of common interest. Connect with them on that level, and they’ll be more likely to buy from you…partner with you…invest in you…or work for you.
