Blogging moved from the margins to the mainstream of digital publishing around 2003, changing the way firms could relate to their customers, and offering the potential to transform the role of corporate communications. By developing their own blogs, or carefully raising discussion and comment on those run by others, brands can extend their footprint and reach wider audiences. It can be an exceptionally powerful, cost-effective and intimate way of developing a message, but comes with real risks and limitations. The digital networked society has given a voice to anyone, and this democratisation of access to discussion creates a new landscape for messaging. It’s a powerful reminder of the new era of communications we all work in, and getting it right demands strategic thinking and a sustainable plan, as well as authenticity and tenacity. This Academy explores how and why this is the case, and gets you thinking about how you might be able to harness blogging for your brands.
This online learning resource is where you can discuss the issues from your Academy and download the outputs of our workshops.
Your Academy Director and lead tutor is Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com