IS it enough to ask you web team or your digital agency to look over your website and check to see if it’s search engine optimisation is up to scratch after a redesign or at the end of a new site build? Is it enough to ask Formula 1 engineers to check to see if the car is aerodynamic after it’s been built and had its first run out on the track?
Of course not, on both counts.
It has become more important than ever to monitor your brand. People are consuming information and publishing information on your brand through an ever growing number of sources. Digital channels such as blogs, microblogs, forums, social networks, news aggregators are all allowing your customers to find information on you, and indeed write things about you that you have no control over.
Twitter is blogging only on a small scale. Labelled as micro-blogging Twitter asks the question ‘what are you doing?’ to which people write commentary in 140 characters or less. The value of this popular utility comes from the creation of your own micro-community of followers and of those you follow.
A corporate blog is primarily a communication tool and not a marketing tool. It should be used to communicate in an informal way the thoughts, opinions and views of individuals within an organisation. The ultimate aim of this communication is to open up a channel for conversation, a route to engage directly with your audience and to position your organisation as thought leaders in their particular field.
Spotify opened its doors as a free music service a couple of weeks ago. Up to that point the only way you could use this online music resource was to be invited or to pay for the service.Spotify itself is a streaming music service that, once downloaded and installed to your machine means you can listen to music real time meaning you don’t have to download the tracks to your machine. The interface is very much like iTunes and is even more simple to use and understand. It allows you to browse music by artist or album, you can play full back catalogues, create playlists and save your favourites lists.
