Post by warner123 on Feb 26, 2024 23:05:59 GMT -5
Do companies need corporate blogging? Below I report a now "historic" example of what can happen if you ignore the blogsphere. “Blogosphere is out there”: connected through the internet, people talk about everything, even your brand. And if something goes wrong they become relentless. Just ask Kryptonite and Kensington: Between 2004 and 2005 the companies, specialized in the production of mechanical anti-theft systems, both put on the market padlocks whose incredible "fragility" was discovered and denounced by the blogosphere.
Perhaps you will remember the story of Kriptonite, a company Uruguay Mobile Number List specialized in the construction of mechanical anti-theft devices whose locks could be opened simply by "fumbling" for two minutes with a Bic pen. The vulnerability was revealed in September 2004 by various blogs, including engadget, and bounced in and out of the blogosphere until it landed on the pages of mainstream media. At the time of the facts, Kriptonite first remained silent, then denied, then admitted the problem with serious economic and image damage, providing proven proof of how unhealthy it is for companies to stay out of the blogosphere or, even worse, ignore it.
Now Naked Conversation, the blog of Robert Scoble and Shel Israel, presents a long post in which Donna M. Tocci, PR manager of Kriptonite, summarizes the phases of the "crisis", describes the effort made to deal with the emergency and admits: " It's fair to say that if we had had a blog in September 2004 it would have helped us." And she adds: “Today we observe the blogosphere much more closely.” Better late than never. Then it was Kensington's turn which, having not gained experience from the vicissitudes of the competition, also found itself without a corporate blog where it could defend its brand, admit the existence of the problem and announce an anti-crisis strategy to customers. Two similar experiences and from which a clear message emerges: since we can neither beat nor ignore the blogosphere, in many cases it can be vital to become part of it by agreeing to play by its rules.
Perhaps you will remember the story of Kriptonite, a company Uruguay Mobile Number List specialized in the construction of mechanical anti-theft devices whose locks could be opened simply by "fumbling" for two minutes with a Bic pen. The vulnerability was revealed in September 2004 by various blogs, including engadget, and bounced in and out of the blogosphere until it landed on the pages of mainstream media. At the time of the facts, Kriptonite first remained silent, then denied, then admitted the problem with serious economic and image damage, providing proven proof of how unhealthy it is for companies to stay out of the blogosphere or, even worse, ignore it.
Now Naked Conversation, the blog of Robert Scoble and Shel Israel, presents a long post in which Donna M. Tocci, PR manager of Kriptonite, summarizes the phases of the "crisis", describes the effort made to deal with the emergency and admits: " It's fair to say that if we had had a blog in September 2004 it would have helped us." And she adds: “Today we observe the blogosphere much more closely.” Better late than never. Then it was Kensington's turn which, having not gained experience from the vicissitudes of the competition, also found itself without a corporate blog where it could defend its brand, admit the existence of the problem and announce an anti-crisis strategy to customers. Two similar experiences and from which a clear message emerges: since we can neither beat nor ignore the blogosphere, in many cases it can be vital to become part of it by agreeing to play by its rules.