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Hook, Ears and Eyes: Using Blogs to Build Business Relationships with your Customers

By J. Dean Spence

Are you trying to improve or ignite relationships with existing and/or new customers? Blogs—your eyes, ears and hook—can help you do that.

Connecting with customers is essential to modern marketing. To state the obvious, a business must have healthy relationships with its customers. The foundation of your relationship with those customers is your promise, your promise to create value in the form of quality products and/or services that will improve the lives of customers. If you deliver this promise, the result will be a relationship strengthened by customer satisfaction and loyalty.

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Using Your Blog to Respond to a Crisis in a Robust Way

By. J. Dean Spence

The Samsung Galaxy Note7 crisis has been widely covered by the media. Over 3 million of the devices have been recalled because of concerns they might overheat or explode. Samsung has stopped producing the Note7 completely. Some estimate that the recall will cost the company over $6 billion, but is the brand itself beyond repair?

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Using Your Company Blog to Create and Capture Value

By J. Dean Spence

All businesses exist to create value in some way(s) for their customers. This is their fundamental purpose: to create value which will take the form of some kind of artifact, and which, in turn, will generate profit.

For a business to be relevant, the value it creates must be unique, must differ in some way from what the competition is doing. Businesses make value available to customers and must capture some of that value as profit. Value capture is the key to a strong business.

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Dig My Cool Threads: Blogs and Threaded Comments

By J. Dean Spence

Blogs are public documents, and the threaded comments found at the bottom of most of them proves this.

Commenters expand on posts, offer their own view or advice, ask questions, and answer questions. Many bloggers, in fact, hope for these comments. Why? Many bloggers understand that commenting on a blog is a social activity. The act of agreeing, disagreeing, or adding to the original post highlights the “sociality” of blog publication according to Bryan Alexander in his highly recommended book The New Digital Storytelling: “Rather than a dyad of reader and written, we experience a tripod, where two people connect through shared interest in an object.”

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