Corporate blogging is a regular topic here with the focus often on the positive promotional benefits a good corporate blog can bring. I was reminded lately of the impact of blogs as a tool to facilitate market research when I read an article in this month’s CPSA’s Contact Magazine called “The Battle Over Blogs” by Ally Motz. A random study conducted by SiriusDecisions of the media mentions of 10 large software companies discovered that consumer product or service experience posts were, for the most part, not positive in nature.
The article looked at this prevalence of negativity in blog postings and pointed out that this feedback provided a valuable opportunity. If companies monitor what’s being said about them they can respond more effectively to negative PR and can improve their offering based on real customer insights.
Monitoring blog comments and posts relating to your product is a must and will help you keep your finger on the pulse of your business. Criticism is never easy to take and a thick skin is an asset. Look on the blogosphere as an opportunity for your company to track user sentiment and by doing so you will uncover a mine of information to improve your product offering, enhance your service standards and promote your offering more effectively. The best part is that all this key data can be unearthed at a much lower cost than via traditional market research studies such as surveys and its all right there today waiting to be tapped.