Years ago I bought a video camera that broke out of the box. I blogged about it. Later I bought a sectional couch that came in two left sections (no right). I blogged about it.
Both of those posts are top three Google results now. As a public relations practitioner in the social marketing space, I regret writing those. However, as a consumer with an axe to grind, I’m secretly thrilled unsuspecting future customers will discover my experiences with those companies before they make a purchase.
Between our human nature to kvetch about consumery things, the ease of blogging and utility of customer reviews in the marketing cycle, it’s no surprise more and more companies are paying attention to what consumers write about them online.
eMarketer has a new study out that estimates nearly 28 million US Internet users are blogging in 2009, and of those, 70 percent of bloggers polled by Technorati said they talked about products or brands on their blog.
As you can see here, bloggers love writing about brands they love or hate, as well as writing about customer service and retail experiences.
Beyond the short-term pleasure of venting, blogging about these kinds of topics in 2009 can get you noticed and often heard by companies who understand the power of consumer-generated or crowd-sourced feedback.
For example, I have a four year-old music blog that has the attention of record labels across the world (100 pitches a day worth). And I’m just a dude sitting in his Minnesota basement presuming what I have to say about new bands matters. In parallel, think about mommy bloggers, auto bloggers, foodie bloggers, healthy bloggers, sports bloggers and more.
Everyone is an expert these days, and technology has elevated those opinions to the point of visibility and respect.
The study goes on to state six in 10 bloggers say they are better known in their respective industries because of blogging.
As you can see below, bloggers who write on behalf of their business are starting to reap the benefits of joining the conversation.
In the era of Twitter, Facebook, Yelp and Get Satisfaction, consumer opinions are easier to monitor, aggregate and join the conversation. In the era of WordPress, Blogger and Posterous, it has never been more easy for a company to start their own place online to create their own place online to lead the conversation.
Still don’t know why people are blogging about your company or brand? Ask them. –Greg Swan