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.
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.
