Professional blogs can provide businesses with
business intelligence and develop consumer interaction (Chau and Xu 2012). The
Internet has become a main source of information and has allowed professional
blogs to be of benefit to businesses.
As stated by Chau and Xu (2012 p. 1), “The increasing popularity of Web 2.0 has led to exponential growth of
user-generated content in both volume and significance.” With a greater understanding of a businesses consumer segment created through a more personal bond, a stronger foundation to conduct business is established.
Professional blogs can offer exclusive business
intelligence. A business blog is
the opportunity for stakeholders to give product reviews, state opinions, and
share ideas in anticipation to better meet the consumers' needs. The professional blog also is an
opening to potentially gain insight of competing efforts and other external factors. Because of the
insightful information that is generated on a professional blog, businesses
have the opportunity to make more informed business decisions (Chau and Xu 2012).
Professional blogs can develop an interactive
relationship among consumers and businesses. When a business shares a common interest with a
consumer, a social link is created (Chau and Xu 2012). Interactive activities
such as posting or commenting allow the business to have a more personable
image, creating a more intimate connection between the business and the
consumer. An example of the
personal touch a blog can provide is demonstrated in the “Snapple Real Facts”
blog. The blog composes postings of a personally collected bottle cap facts for
readers to indulge in. The blog gives consumers better insight of Snapple’s
culture and creates an interactive environment with a more personal tie.
References
Chau, M., & Xu, J. (2012). BUSINESS INTELLIGENCE IN BLOGS:
UNDERSTANDING CONSUMER INTERACTIONS AND COMMUNITIES. MIS Quarterly, 36(4),
1189-1216.
"Snapple Real Facts." Web log
post. Blogger, 2009. Web.
