Social Media and Social Networking

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Using Corporate Blogs and Social Networks to Save Communication Costs

Posted by Vaibhav Kalamdani on May 15, 2009

blogs-and-social-networksEvery company in this world aims to cut down its costs and improve its bottom line. There are several costs that a company has to incur to perform its business, one of the most important being the communication cost. Communication costs refer to expenses made on internal and external communication. Internal communication takes place within the company, such as internal newsletters and brochures, employee engagement activities, group meetings, conferences, etc. External communication takes place outside the company with the public, consumers, local authorities, government agencies, etc.

One of the major benefits of social media is that it is open to all and is freely available. Social media applications such as social networks, blogs, video and photo sharing sites prove useful in sending across messages to any concerned person whom you wish to communicate with.

Organizations who wish to leverage social media and cut down their communication costs can take up the following two steps:

Corporate Blogging:

The specialty of blogging is that it is cost-effective and a rich source of gaining potential customers in form of traffic. Also, it is useful in communicating the company’s values, beliefs, products and services to the existing customers through regular updates about the company.

Secondly, blogs are very useful in attracting traffic through search engines. While you stuff your content with important keywords that users keep searching through search engines, chances are that they will be attracted towards your blog, and ultimately come to your products or services page. Search engine spiders laud quality content and definitely push your blog at the top of the search engine results page. In this way, blogs can help you maximize your opportunities and cut-down your communication costs to attract more number of potential customers.

To help you understand how corporate firms are involved in blogging these days, here are few examples:

Coca-Cola has developed its own corporate blog where it shares information on various topics ranging from its role in pop culture to brand history to Coke collectibles.

General Motors has 7 corporate blogs where it discusses about its products, corporate performance, employees views, upcoming products and services, etc.

Intel has its own corporate blog too where it shares information and knowledge about technology, its products and services, company details, etc.

Using Twitter and Facebook:

There are several businesses which are using Twitter to their advantage. While some are using it to communicate with their employees, others are using it to strengthen their relationship with customers and suppliers. Twitter is a boon to businesses who are aiming to cut their costs and build up networks in the online space. It can be used effectively to pass on necessary notifications about new products or services, and stating the company’s sales.

Facebook is a handy social networking site that can do wonders to your employees. Though it is also true that social networking can cause your workforce to waste their work-time and engage in unproductive activities, there is always a solution to take care of this. You can have a stringent social media policy in place stating the terms and conditions clearly. This will not only allow you to keep control over your employees, but also enjoy the benefits of Facebook such as engaging your employees to know each other well, put up necessary information that can be viewed by all at the same time, etc. However, do not forget to change your privacy settings to keep control over who can view your information.

Facebook can also be used to create a fan following for your company. Once people start knowing about your company and your products, you can launch applications and fan-pages to engage with your customers better. This can help you cut down on your traditional advertising costs.

Finally, both Twitter and Facebook can also help you collect valuable feedbacks, which can be worked upon as per consumer’s requirements. Following are few examples of companies using Twitter or Facebook to connect with their stakeholders:

Harley Davidson has developed its own Facebook page and Twitter account to connect with its fans.

Kodak has its Chief Blogger and Chief Marketing Officer sharing information about the company and the industry on Twitter.

Pizza Hut has created a Facebook fan page where it connects with its passionate users.

There are many more companies who leverage these social media applications and are gaining benefits in some manner or the other, one certainly being the optimization of their communication costs.


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