Mark Rogers of Market Sentinel is quoted in Dominic Rushe’s piece on corporate blogging.
Companies also fear what their employees might say and that corporate blogs will attract special-interest groups keen to attack a corporation.
“Corporations being corporations there is a lot of fear about doing something for the first time,” said Mark Rogers, chief executive of Market Sentinel, a company specialising in corporate reputations on the web. “This has led to a weird situation where companies are not punching their weight online.”
Rogers said that 75% of car buyers now searched online before they went ahead with making a purchase. “If companies don’t figure out what is going to turn up online when they make those searches, they are going to have a problem.”
A corporate blog is a way of redressing the balance. Most companies have more “authority” about their brand than a blogger, said Rogers. But if a company is failing to communicate with its customers online, the opportunity is there for someone else to fill that gap — and the company may not like what they have to say.
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