Why is Blogging Important for Business? Consider it “Virtual Buzz”
By Jennifer Porter
I recently joined a discussion forum regarding the value of blogging. The principle of this discussion was to drive home the importance of using virtual tools (such as a blog) to generate buzz for an organization. In this case it was for recruiters. I thought my response was well-written and decided to post it on our blog:
The answer is “buzz.” For many years, “buzz” ( the abbreviation for “buzz marketing“) was something that took place in a tangible sense. For example, one person telling another about a great restaurant. Or the Wall Street Journal mentioning a great product or service. Blogging has brought the concept of buzz to a virtual level.
If our team posts a blog about the importance of internships, and takes the time to discuss the benefits for employers and students, that blog posting will come up in many search results that include keywords like “internships,” “employer,” “experience,” etc. The more blog postings, the more we appear in search results. This ultimately leads to more clicks which pushes the aforementioned results higher. Again, creating buzz for your service and ultimately driving more people to your organization.
We recently received a large volume of inquiries and new clients because of a blog posting. One of our team members had posted a blog in a legal forum in a specific geographic area. Within 24-48 hours we had “buzz” among law firms and legal recruiters. This happened for 2 reasons: 1) Our blog (and company) came up in search results that extrapolated keywords from this posting. 2) Organizations that found us and registered on GoliathJobs were satisfied with our service and posted comments somewhere else (i.e. their blog). As you can see this further supports the virtual buzz concept.
Warning! Bad buzz (or in this case, “negative blog postings”) can hurt an organization as well. To avoid bad buzz provide the services you promise and the best customer service. This is no different than a food critic reviewing a restaurant.
Good Luck!
Happy Holidays,
Jennifer
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