The End Run
I was talking to an illustrator we work with the other day, and I mentioned we were going to be doing some blogs and podcasts for our clients.
He blinked twice, and asked me, “What’s a blog?”
He was serious. He didn’t know.
I explained that a blog was a place where people shared their experiences, knowledge, insight, commentary, and opinions. Like a long series of articles on stuff you wouldn’t find in the mainstream media, or a stream-of-consciousness view inside someone’s mind, or a string of rants that have you nodding your head in agreement.
He nodded, and asked an even more stunning question. “Why would they do this?” he said.
Because this is how you do an end-run around conventional media, I said. Bob Lutz, chairman of General Motors, has a blog because he didn’t like the treatment that GM was getting in the mass media. He wanted a way to talk to enthusiasts directly. And, with comments enabled, he’s able to respond to some of their most valid concerns.
Dozens of authors have build fanbases online through blogs and forums, then picked up a book deal. There’s an entire division of Ace Books that is looking for nothing but darlings of the blogosphere. And so many bloggers have so much readership, listenership, and viewership, that it’s starting to cause the implosion of newspapers and magazines, and make radio and TV nervous.
With that, a light went on. “You can talk to customers directly?” he said. “That’s wonderful!”
Yes it is, I said. Of course, when you’re talking a business blog, you have to remember you’re on their ground. If they don’t agree, their voices will drown yours. No matter how much you spent on your latest ad campaign or branding initiative.
Which makes it different. Which means, when we talk corporate blogs, we have to talk about what the customers want–and what they will believe. In the end-run around traditional media, we’re discovering one of the oldest lessons: integrity. It’s an interesting world we’re heading towards.
I was thinking about this when the illustrator nodded, agreed, and said, “What’s a podcast?”
More later.
Jason Stoddard
www.centric.com
