Blogging: How to connect with your customers.

I’m focusing my blog on two specific organizations that I believe have created a strong blog. How do I define a strong blog? One that has a strong following, calls customers to action, and also strengthens the company’s image. In strengthening the company’s image, it needs to fit in with their values. For example, Burger King would be smart to avoid a blog in healthy eating and organic ingredients. In Groundswell, we see that creating a blog can allow for unmoderated conversation; however, if a company is to start one, they can offer a greater amount of control. Companies who do not blog can inadvertently allow others to change their image and it can be either positive or negative.

The first company I would like to focus on Southwest Airlines. As a company with a strong cult following, the blog is an enhancement of the brand. Southwest uses their blog primarily to gain experiences. They share historical pictures, stories about their routes and their fun workplace. A customer reading this blog would see the reoccurring theme that defines Southwest- fun. Responses to the blog posts tend to be favorable comments about memories with Southwest, or some insights into flight routes that customers would like. Currently, they offer an opportunity for their customer to connect to Southwest with their stories about historical events and key employees. I see an area of opportunity for Southwest to increase their blog posts that offer more two way interaction. For example, they could offer a contest to share your best love story involving Southwest. This also plays into their home base of “Love field!” In southwest’s case, I believe their best use of the blog is to gain customer insights. While they could do a “surprise and delight” and occasionally give away free tickets or swag to enhance the Southwest experience, I think they should focus on gaining insights. Southwest has always been very customer centric, and the blog could add another robust aspect.

The second blog I’d like to talk about it Eat, Live, Run. This is personal blog, with a focus on a healthy lifestyle. Here’s where I see an opportunity for companies to create experiences. Jenna, the author of the blog, often reviews food products. In the last few years, companies have sent her products to try. When reviewing (whether the item is a sample, or purchase), she shares her thoughts with her loyal readers. Comments often include discussing favorite flavors, or new uses for the product. This viral conversation can often create a buzz about a new product, and a company can benefit greatly. In Groundswell, the focus on not what technology a company uses, but more importantly, the relationships is creates. The relationship that Jenna has with her readers is one that any smart health company could viably tap in to. Creating experiences in an environment where there is already trust built between the reader and the blogger is a great way to share products. Understanding the demographics of the Eat, Live, Run reader could help companies better focus their marketing plan as well.

Blogging is a great way for companies to create relationships or gain insights. However, the company must first make sure they understand the customer’s engagement of their product in order to best focus their efforts. For examples, I can’t imagine City of Austin Gas trying to successfully create a fantastic experience for me that makes me sing their praises. However, I would be happy to offer them feedback on their billing system and website to make my interaction with them easier.