Corporate Blogging Survey 2005

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April 10, 2006

Bentley College Blogging Presentation In Waltham

I first met Andy Aylesworth, an Associate Professor of Marketing at Bentley College here in Waltham Massachusetts back in November 2005. Andy was helping with an American Marketing Association event on competitive intelligence at the college.

Andy and I met after the event for lunch and he asked me if I'd like to present to his graduate marketing communications class on search engine optimization and blogging. I am presenting at Bentley next week in Andy's 5:00pm to 7:20pm class on Tuesday 18th.

If any of the class would like to post their questions about SEO and corporate blogs on this blog in the comment section, I will make sure I cover your questions in the presentation, thanks!

Posted by johncass at April 10, 2006 5:58 PM

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How can you effectively fight back against negative publicity posted in a blog about your company/product/service?

What are the methods a company can use to gain the consumer's interest in reading and communicating with your company sponsored blog?

Is it ethical for a company to anonymously sponsor a blog to gain consumer insight?

Posted by: Jess Harris at April 12, 2006 9:58 PM

Great questions thanks Jess. I will include these in the presentation.

Posted by: john Cass at April 13, 2006 12:57 PM

Since both individuals and businesses are communicating ever-more-increasingly through means of internet options, do you feel that blogging is not only expected but essential in an organizational framework of integrated marketing communication?

What do you think is missing from the blogging experience and how could it be improved?

What do you see in terms of the future of blogging?

Posted by: Lauren Hale at April 13, 2006 1:09 PM

Great questions Lauren, I look forward to meeting you on Tuesday.

Posted by: john cass at April 14, 2006 4:00 PM

As SEO is becoming popular, pretty soon everyone will be implementing it, how can a company ensure that it is always on top of the list when a search is done?

Posted by: frank at April 17, 2006 2:36 PM

Frank, getting to the top of the rankings takes a lot of hard work and effort. You have to develop a lot of relevant content, plus make sure you are receiving links back from other relevant websites. It's a constant process. We can chat more about this tonight.

Posted by: John Cass at April 18, 2006 10:54 AM

Do you think that the self monitoring system inherently set up in the blogging community is enough to ensure the credibility of blogging as a media, or do forsee any regulations being adopted?

Posted by: Brian at April 18, 2006 4:41 PM

Brian, great question. I just don't see any regulations being enforced that can regulate credibility within blog, just as I don't see any regulations that require other writers to be credible. I think that credibility is earned not dictated by law. Recent reports from the New York Times about their problems with journalistic approach and editorial oversight indicate even one of the country's leading newspapers has trouble with credibility from time to time.

Basically the lesson is that the reader must be a critical thinker and take everything they read with a pinch of salt. Look for other sources and consider the credibility of an author based on their facts and citations.

You will come across instances where bloggers will write posts that have the wrong information, which does not mean that every blogger or blogging in general should not be considered credible automatically. Just as I don't think that all traditional newspapers are not credible because of a few instances of journalists writing articles that proved later to be untrue at the New York Times.

Posted by: John Cass at April 19, 2006 10:10 AM

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