Humanizing Your Business with a Blog
When Apple announced their new iPhone yesterday, bloggers and tech sites across the internet rushed heap praise on the long anticipated gadget. The name "iPhone" has been attached to so many internet rumors about Apple's top-secret project that few ever considered who owned the actual trademark.
The Press Release
Cisco announced in a press release earlier today that they have filed a lawsuit against Apple for trademark infringement. The lawsuit, in itself, isn't terribly interesting; a company infringes on your trademark, you have to protect it. But suing Apple while they're still basking in the afterglow of their triumphant product announcement was bound to leave Cisco looking like the bad guy. And Cisco's press release, while stating the relevant facts well enough, does little to alter the impression that Cisco is just a big, bad corporation looking to rain on Apple's parade.
The Blog Post
But take a look at this blog post from Cisco general counsel Mark Chandler. It's a much more human, almost informal description of the events that led up to the lawsuit, and the reasons behind Cisco's decision to sue. It wouldn't be appropriate for a press release, but Cisco's corporate blog allows them a place to speak a bit more freely about their motivations. And it makes it much easier to sympathize with Cisco's position in the matter. Which statement would you want representing your company?
If you're not blogging, you're missing out
If your business web site doesn't incorporate a blog of some sort, you're missing out on a terrific way of speaking to your customers on a more personal level. You may not be embroiled in a major lawsuit that will be on the front page of tomorrow's business section, but every small business has things they wish they could say to their customers. With a blog, you have a place to put those things that don't fit in a press release, things that don't warrant a big announcement splashed across your home page, but things that are worth saying nonetheless.
By allowing your customers to leave comments on your blog posts, you create another means for getting direct feedback and even engaging in conversations with people who might never have taken the time to make a phone call.
Any small business that wants to improve on communication with their customers should seriously consider testing the waters of blogging. Cisco is just one example a a large corporation that's using blogs effectively, but most small businesses, especially outside of the tech industry, haven't caught on yet. But they will in time. The only question is, are you going to be the first small business in your market to get a blog, or the last?
Antman wrote:
Hey, Great post, specifically adding Cisco's response. My experience says that there always two sides to every story. But it was nice to have at least one side. You couldn't be more correct, as well with your point that blogs add the human element. We (people) are dying for human interaction, look no further than social networks. Blogging fits perfectly into this need. But alas, the corporate world always seems to have trouble with the human element. Maybe someday they'll get there, hopefully.
Kevin Henney wrote:
There's certainly 2 sides to the iPhone trademark story, but Cisco seems to be the only one talking. I'm not aware of any official apple blog where we might get their perspective in plain english, and the press releases on apple.com are limited to standard hype like "Apple Reinvents the Phone".
FindBuffalo wrote:
"2 sides" ... a blog provides a platform for 2 sides, post and comment. Creating a conversation and that is more human that just the push of a website. Great post.
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