Jennifer Evans Laycock shares eight reasons your company might want to consider starting a blog. Jennifer shows you what to expect from the blogosphere by showing who blogs, what they are blogging about, some challenges you'll face in starting you own blog, and why blogging is worth the investment in time it will take to write a blog worth reading.

Length: 37 min.

You will learn:

• Why you need to engage in the conversation taking place about your industry
• Why citizen journalism is the new news
• The demographic characteristics of bloggers
• The topics that bloggers are covering
• The two places in which the conversation takes place
• The biggest challenge you face when deciding to create your company blog
• How to use your blog to:
  • Get customer feedback
  • Build community
  • Build trust with your customers
  • Educate
  • Build relationships with the press
  • Build your brand
  • Create demand for your products
  • Directly sell your products