This article first appeared on September 8, 2011
Did the great corporate blogging revolution ever happen?
It seems only a handful of years ago that, inspired by US automaker General Motor’s FastLane blog, nascent social media pundits (and this writer) were predicting that corporations would open up and begin a two-way dialog with customers.
But in the years since GM’s vice chairman Bob Lutz started FastLane in 2005, corporate blogs have been few and far between. Telstra’s Exchange, featuring contributions from senior executives, stands out as a rare example of a long-running Australian corporate blog.
According to blogger, futurist and social media commentator Ross Dawson, some brands have found alternative media through which to engage in two-way communication.
“A few companies are treating Facebook as they would have their corporate blog – it can be a substantial substitute for some purposes,” Dawson says. “However, I don’t think the time for corporate blogs has passed.”
Dawson says that it was some years ago that he first bemoaned how slowly Australian companies were taking up blogging. Little has changed.
“While they’re a lot better at engaging online than they were, I get the impression they’re still pretty slow on the blogging by global standards,” Dawson says.
Blogger and public relations consultant with Edelman, Trevor Young, agrees that Facebook has stolen the march on corporate blogging in Australia, despite the two media serving different purposes. He hazards that the scarcity of local business blogs may have something to do with factors such as conservatism, fear and apathy.
That said, there is still a wealth of Australian business blogs out there, many of which have stood the test of time. In compiling this year’s list of the 25 Australian business blogs to watch, overwhelmingly the nominations were for blogs that have been in existence for some years and built solid followings.
A blog that really showcases how the medium can be used to promote a business, 22 Michaels is the business blog of the creators of the online shoe store Shoes of Prey, Michael Fox, Jodie Fox and Mike Knapp, along with colleague Mark Capps. The site shares their experiences in building Shoes of Prey and a new online retail venture, Sneaking Duck, from finding reliable suppliers in China through to setting up a photoshoot, as well as information about what is happening at the company and in the world of retail/online entrepreneurship generally.
Phil Dobbie and Robert Gerrish’s blog for BNET covers a wide range of topics relating to Australian businesses, with news analysis and practical advice. Regularly updated, Aussie Rules has recently covered topics including capital gains tax, advice for small businesses and the thoughts of Guy Kawasaki. Many of the entries are teasers for the BTalk podcast series.
The team from Brisbane-based web design and strategy agency Bluewire Media share their thoughts on the development of websites and social media. Many of the posts are short videos with experts from around the industry, and the blog has recently featured discussions on topics such as search engine optimisation and the importance of having a social media policy.
Annalie Killian makes blogging appear effortless with her Posterous-based blog, Catalyst for Magic. Killian’s role equates to that of Director of Innovation, Collaboration and Communication for the financial services company AMP, and the blog is a showcase for her work in driving innovation and entrepreneurship within that organisation, including the successful Amplify Festival. Posterous itself is a blogging tool that enables users to update their blogs simply by sending an email, even including images.
Tristan White’s blog reflects his passion for building a strong culture in the business he founded in 2009, The Physio Co. In 2009 that business was recognised by BRW as one of Australia’s best places to work, and has been rated by SmartCompany as one of Australia’s fastest growing SMEs. His blog talks in depth about the importance of building a strong business culture and happy teams and the impact this will have on your business, along with pointers on how to do so.
For some years now the team at Deloitte Digital have been walking the talk when it comes to social media, and their blog reflects their desire to deliver professional services online while showing others how to do it. Deloitte Digital runs a well-written, engaging and frequently updated blog that looks at everything from rapid prototyping to the impact of bullying in the workplace, and contains practical advice on embracing social media and entrepreneurial principals within business.
An invaluable resource for anyone wanting to keep up with the latest trends in digital media, Aden Hepburn, Fethi Uluak, Katy Daniells and Casey Glass scour the world to present the coolest concepts and latest stats on media adoption. Recent posts include discussion of a multi-pronged campaign by laundry brand Arial, a community toilet finder and an exploration of possible features in the forthcoming iPhone 5.
Originally set up to support her Perth-based professional writing business, Sarah Mitchell’s Global Copywriting blog has evolved into a resource for anyone wanting to better understand the power of high-quality copywriting. Global Copywriting features the thoughts of numerous guest contributors who provide a broad range of perspectives on everything from the dangers of bad copywriting and the importance of consistency through to boosting your Alexa rating.
MacroBusiness seeks to provide an alternative and independent perspective on business issues relating to Australia and the global economy. Featuring a cast of bloggers from around the world, recent posts have focused on the NSW budget, housing prices and the broader state of the economy in Australia.
The Age contributor Leon Gettler’s blog specialises in management issues, ethics and corporate governance. Many of his posts relate to personal performance and recruitment, posing questions about career development strategies and planning and how to get ahead as a manager.
One of Australia’s most prominent business bloggers (and SmartCompany contributor), Naomi Simson has built her blog into a highly effective tool for marketing herself and her business, the online gift retailer RedBalloon. Simson provides a wealth of tips on what she has learned in the 10 years of running her business, as well as information on what she is up to on a week-to-week basis.
With retailing in Australia under assault from a mostly foreign-led invasion of online retailers, New Retail Blog’s contributors Jon Bird and Matt Newell chart the changing retail landscape, both online and off. New Retail Blog is both a celebration of the best that global retailing has to offer, as well as a source of inspiration for retailers feeling the pinch of the global economic doldrums. Recent posts include a look back on Time Magazine’s 1998 cover story that called on shoppers to “kiss their mall goodbye” in favour of online shopping, the importance of emotion in buying decisions, and the end of the era of conspicuous consumption.
Blogger, broadcaster, consultant and author (and another SmartCompany contributor) Paul Wallbank covers off a range of issues relating to technology and business. Recent posts include musings on Microsoft’s lost decade and Google’s Places service, the challenge of online customer reviews, and Westfield’s announcement of a tie-up with Facebook Check-In deals and what this means for retailers.
Trevor Young has built PR Warrior into one of the world’s foremost showcases of what can be achieved at the intersection of public relations and social media. Recent posts include discussion of campaigns by Slovakia’s Union Insurance, music act Blink 182 and the Australian Census. Young has also created a central link repository for Australian blogs – BlogHUB, which includes news on Australian blogs, stories about the people behind blogs, and advice on how to step up a blog’s level of professionalism.
Possibly Australia’s first professional blogger, Darren Rowse got his start in blogging in 2002, and has made a living from blogs such as Digital Photography School, FeelGooder and TwiTip. Rowse started ProBlogger in 2004 as a means of keeping track of what he was learning and sharing that knowledge with other bloggers. He also now runs a private community at ProBlogger.com where bloggers can come together to collaborate, learn and grow their blogs.
Craig Pearce puts a lot of time and energy into his public relations-related blog, as reflected in the length and depth of many of his posts. While the blog’s primary purpose is to promote his own public relations and marketing communications business, it has grown into an interesting exploration of public relations, covering topics like reputation management, crisis management and the challenges of symmetrical communication, and he is not afraid of being provocative.
A long-time blogger and prominent voice within the social media community, Gavin Heaton is one of Australia’s most consistent and thoughtful bloggers. His posts include in-depth discussion of the latest developments in social media and related topics, from its value to corporations and individuals through to initiatives that are helping communities around the world.
Taurus Marketing chief Sharon Williams’ blog for ninemsn includes thoughts across a wide range of business topics, including her own experience as a working mum. Recent posts include a comparison of the challenges of parenthood versus those of running a business, the Murdoch legacy and the value of your digital resume.
Rentoid founder Steve Sammartino’s musings on entrepreneurship, customer service and media provide interesting insights for anyone wanting to start their own business, and as such is well read within the Australian start-up community. Recent posts include the value of not doing your homework at school, the importance of delighting regular customers and even the odd bit of poetry.
Digital marketing agency Switched on Media’s blog supports its core business in search engine optimisation, but also explores many topics relating to the evolution of digital and social media and their impact on business. Content marketing, Twitter-based advertising and online charities are recent topics, along with how your blog may (or may not) position you as a thought leader.
Possibly the best example in Australia of what a brand can do when it puts a lot of effort behind a coherent blogging strategy, Telstra Exchange carries news and advice from across Telstra’s range of services, as well as broader discussions. Many of its posts are authored by senior Telstra personnel, with the site managed by Telstra’s Public Policy & Communications team. Contributors include Telstra Country Wide director Rebekah O’Flaherty and small business customer unit head Charles Agee, who are complemented by a number of external bloggers.
Tasmania-based business consultant and corporate advisor Jason Bresnehan brings 20 years of business experience to his blog The Pursuit of Luck, which covers a wide range of topics relating to “strategies and tactics to get lucky in business and in life”. Recent posts include Samsung’s battle with Apple over tablet computer patents, the origination of Hobart’s MONA FOMA music festival, the dangers of herd mentality and the value of long-term thinking.
Since 2002 Ross Dawson has been poring his thoughts out onto the internet, and created an invaluable repository of information around the evolution of social networks and social media along the way. As a leading Australian futurist, Dawson’s blog covers emerging trends from across the web, coupled with insights based on his experience working directly with companies, and conversations with other prominent thinkers. Recent topics include social media and blogging, crowdsourcing and artificial intelligence.
Valerie Khoo’s blog provides a range of news snippets and tips on running a successful small business, particularly the importance of storytelling (which may relate to her founding the Sydney Writers Centre in 2005). Recent topics include how to be a business rock star, how the internet is evolving language, and the need to embrace first-mover advantage.
Generation Y entrepreneur Jack Delosa’s blog is growing into a valuable resource for business owners of all ages. Delosa is the executive director of the consulting firm The Entourage, and is the youngest Australian in history to sit on the Board of Small Business Development Corporation. His posts contain information on the lessons he has learnt through his short but dynamic business career, including the value of recruiting an advisory board, how to get by without capital and the impending exit of many baby boomers from the business environment.
Smart Company is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.
