When it comes to companies and blogs, it is also important to consider a word we don’t often hear in the social media context: foe.
So, who are your foes?
Foe #1: For one, your foes are your competitors. It’s time to heed the advice of Green Day and truly know them – particularly what they are doing on social media channels. If your competitors are effectively executing on their own integrated marketing strategies, they may very well be managing company blogs.
Consider these company blogs publicly available intel. Read them religiously. Understand how your competitors are using this media to generate ROI. Are they offering free trial of their products? Are they flexing their customer support muscles? Are they boosting their email subscriber lists? Learn their tactics and use your own blog to compete.
Foe #2: In addition to companies publishing official blogs, beware of unofficial bloggers. These seemingly harmless unpaid Internet journalists are foes for a couple of reasons. For one, they may be writing about you – without you reading, revising, or approving their content. There are a number of individuals who solely devote their blog content to everyone from large corporations to private universities. And, these individuals have no official ties to their subjects.
Unofficial bloggers are also foes because they can beat you on the SEO (Search Engine Optimization) battlefield. Depending on the search terms people use to locate information about your company, they may first see information from an unaffiliated search. The unofficial blog may rank higher than your official one. Or, it may rank higher than your company website. It’s worth a quick Google Search.
The scariest thing about unofficial bloggers is that they can assume the identity of both friend and foe. In one post, they may give a gleaming review of one of your products. On the next, they may criticize your acquisition strategy or highlight recent negative publicity. The minute you trust them, they will turn on you.
The cliché “keep your friends close and your enemies closer” has never been truer, as the digital age has brought us all closer together – friend and foe alike.