Sharkey’s Machine


Blogging for Big Businesses
November 7, 2008, 4:04 am
Filed under: PRCA 3331 | Tags: , , , ,

Blogging at its inception had somewhat of a grass roots appeal. An inexpensive trendy way marketing by small startups has now become an essential element in the communication structure of all businesses (regardless of size) that interact with the public. In Darren Rowse analysis A Guide to Corporate Blogging of Reem Abeidoh’s 13 Steps Fortune 500 companies take to create a Blog; they collectively outline a set necessary of elements contained in an effective corporate blog. I used their recommendations as somewhat of a rubric to analyze The North Face blog strategy. While I won’t make comparisons and contrast based on every step proposed, I will use the general themes of the guideline to draw my conclusions.

 

COMMITMENT

A company must decide if they are will allocate the people, resources, and the ATTITUDE necessary for a blog serve as a proper communication function. A synergistic strategy must be developed across all blogging active departments in order to properly disseminate a cohesive effective message. Commitment seems to be the biggest problem facing The North Face. From their website it is unclear how to exactly find company related blogs. The can be found under the “Explore” tab as “feeds.” On this page there are links to blogs, online diaries of athletes, and podcast. I think it is great that this page compiles all of their web-based PR functions; but it does a poor job at actually delivering the information. The blogs (and podcast) are listed with a brief description of the topic of the blog, but that is it. There is not a snap-shot of recent post or a direct link to the blog; you have to accesses the blog through the RSS button, which may be unclear to many users. Once you access the blogs, many are not up-to-date; out of six separate blogs only one had a new post in the last two weeks. I think this observation is indicative of the fact that The North Face is not committed to producing high-quality blogs for their consumers. Abeidoh points out those companies must find people in their organization to blog, train them, and promote the blogs they are producing. I assume this is not currently taking place at The North Face.

 

Blogging is essential to most companies; especially those that are directed towards young people. One only has to take a walk across any college campus, to see the abundance of North Face backpacks and jackets to see that The North Face has a blog receptive audience. It is possible that if The North Face doesn’t capitalize on blogging and social media that their brand will go the way of countless other fly-by-night fads. Anybody remember Ocean Pacific, British Knights, or Members Only? Blogging can be the catalyst that helps organizations continue the momentum growth; instead of slowly losing steam and not knowing why.

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[…] includes valuable insight which targets areas like business and public relations. His latest post Blogging for Big Businesses is a great example of how he incorporates his own perspective with the links and information he […]

Pingback by Developing a Good Blog « Holly West

[…] page on Facebook; but how effective is all this? For me, not much.  As I laid out in my last post Blogging for Big Business, The North Face does a poor job in making its web-based PR functions accessible through its retail […]

Pingback by Feel the Vibrations: A Groundswell on The North Face. « Sharkey’s Machine

Donovan — Thanks for sharing your thoughts!

Barbara

Comment by Barbara Nixon




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