Metzger’s SmartBlog program helps companies make the leap from a sporadic or even non-existent blog presence to a systematic program that develops an authentic conversation with an organization’s key audiences. While many companies have blogs, frequently these and other social media outreach efforts fail simply because organizations lack the time or writing resources to establish and maintain a meaningful discourse with their audience. Many companies start blogs but let them languish. Often, social media efforts aren’t strategic in their messaging or audience outreach or worse, many corporate bloggers don’t practice or understand the art and power of conversation and how participating in that dialogue can help a business’ bottom line.
“Today’s consumers are demanding a conversation, not a monologue,” said Doyle Albee, president and New Media Practice director of Metzger Associates. “Companies must now monitor, manage and participate in a two-way communications to develop and maintain a competitive advantage. Our program provides the assistance to do just that.”
Just as companies enlist specific expertise to execute other communications programs -- such as news releases or advertisements -- getting some help with a social media application like a blog can ensure the program is reaching a stated communications goal. In addition to assisting with editorial content and blog theme development, Metzger continuously monitors the blogosphere for related conversations and looks for opportunities to link, comment and contribute. A well-managed blog can become one of the most affordable and flexible extensions of a company''s marketing strategy - a boon for companies facing the challenge of keeping up the communications drumbeat in challenging economic times.
“People are talking about your company online every day. The key question is: are you participating?” said Dave Taylor, senior consultant at Metzger and author of the popular “Ask Dave Taylor” blog. “A well-done and meaningful company blog engages customers, prospects and influencers on a one-on-one basis. Most importantly, an active online conversation management program communicates to your constituents that you are listening and available.”