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The Corporate Blog - Globally, 91% of corporate bloggers cite internal communications as their primary function, but recent research shows that 67% of journalists use corporate blogs as secondary source material and 58% of investment analysts refer to them for their research. The blog has become an important communications channel for all stakeholder groups so why does the UK trail behind the US and much of corporate Europe in corporate blogging? This session highlights the role blogs can play.
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April 2010
Digital reputation managementWhy Do “Blogs” Matter?
Peter Granat
CEO Europe
Cision
www.cision.com
Blogs matter for
Understanding
Engaging
Influencing
your reputation
built through stakeholder experience of
• products and services
• corporate citizenship & ethical behavior
• financial soundness
• innovation and leadership
Your reputation
either directly experienced or mediated
“Media companies efforts, coupled with the increase in sharing online, have effectively turned social networks into massive engines of recommendation, responsible for directing an ever greater volume of online traffic”
MAINSTREAM MEDIA
CISION.com CisionPointblog.cision.com
THE WEB
CISION.com CisionPointblog.cision.com
PAID WEB MARKETING
THE CANON (MAINSTREAM MEDIA)
CHATTER (SOCIAL MEDIA)INFLUENCE
METRICS
INFLUENCE
THE WEB
REPUTATION
Blogs part of a complex social media infrastructure, in turn part of a wider media infrastructure
Research, reputation management and reputation building
Social media activity as KPIs toward $ ROI – blogs the most measurable as you own the data
thank you