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- Title
Blogging: What's All the Fuss?
- Authors
Gilbert, Jacqueline A.; Clark, Dorie; Roy, Donald P.
- Abstract
Blogs have come a long way since their debut in 1994, and it was only a matter of time before they expanded from a forum for like-minded individuals to businesses—especially business-to-business (B2B) marketers. Their growth reflects low barriers to entry, the more favorable economics of owning your marketing media, and the desire for two-way engagement with customers. Businesses hoping to enhance their brands through blogs should check out the five "best practices" detailed here and also consider the future outlook for blogs: Will usage grow? Have they peaked? What does a blog need to compete successfully?
- Subjects
SOCIOLOGY of blogging; VIRTUAL communities; MARKETING; SOCIAL media in business; BUSINESS communication; DIRECT e-marketing; COMPUTER network resources
- Publication
SAM Advanced Management Journal (07497075), 2016, Vol 81, Issue 4, p4
- ISSN
0749-7075
- Publication type
Article