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positioning - Briefings on critical marketing issues for professional service firms.
The Role of Blogs in Professional Services Marketing
by Christine M. Hollinden, Principal, Hollinden | professional services marketing                         December 2005

The jury is still out on the exact role that blogs will play in professional service firms, but those embracing this internet-based tool are bolstering a competitive advantage.

What is a Blog?
Blogs (the abbreviation for weblogs) began as online diaries. All that's needed is internet access and the ability to type. Blogs have quickly moved from electronic diaries to a powerful corporate communications tool. In fact, some of the largest corporations in the country have blogs (most tied to their corporate web site) including Sun Microsystems, General Motors, Hewlett-Packard and Boeing.

Are Blogs a Beneficial Marketing Tool for Professional Service Firms?
Absolutely. . . more
Who Reads Blogs? 
While executives seem to write blogs, how many executives read them? The number is growing daily. Blogs could open a new door to hard-to-reach executives. Reaching this ever-elusive audience could translate into stronger relationships by building a perception about your brand.
  
If, however, decision makers are not reading blogs, should your firm bypass this phenomenon? No, get a jumpstart on your competition. Be an early adopter and build positive relationships. Write well and write often in your blog and others will notice. Don't wait for a crisis when your company needs a better way to communicate its messages. Blogs allow your firm to portray itself the way you want, not how journalists may see your organization.
The Cost of Blogs 
With 20,000-40,000 blogs created each day, there's a big concern about the cost of blogs to American businesses. According to AdAge.com, employees spend on average 3.5 hours each week visiting blogs. That's the equivalent of 551,000 years that U.S. workers will waste this year.
 
Accurate statistics on blogging behavior is limited due to the technology's relative novelty but some management teams are concerned about losing productivity due to employees' personal blogging. Add to that the time spent on other non-work related internet and e-mail activity and the potential is there for a lot of wasted (but paid) time.
 
Still, firms should weigh that concern against the advantages of strengthening brand presence.
A List of Blogs
A few blogs you might find of interest. . .
www.behindthemortgage.typepad.com (real estate)
www.taxprof.typepad.com (tax/accounting law blog)
www.bigfouralumni.blogspot.com
www.vanilla-accounting.com/blog/index.php
www.gofcg.org/blog (business valuation developments)
www.insidesarbanesoxley.com/sarbanes_oxley_blog
www.thecorporatecounself.net/blog/
  (a securities law blog maintained by Corporate Counsel magazine)
www.corplawblog.com
 
Want to find other blogs? 
www.technorati.com
blogsearch.google.com

 
Hollinden - 713.520.5532 - 713.520.5605 Fax - 1115 Barkdull St, Suite G Houston, TX 77006



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