{"id":16,"date":"2005-01-18T10:23:51","date_gmt":"2005-01-18T14:23:51","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=16"},"modified":"2005-01-18T10:23:51","modified_gmt":"2005-01-18T14:23:51","slug":"to-blog","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2005\/01\/18\/to-blog\/","title":{"rendered":"To blog"},"content":{"rendered":"<p>A while ago, I posted some criteria I thought made sense for companies considering whether a company blog (as distinct from employee blogs) made sense as a marketing tool. You&#8217;ll find them at the end of my&nbsp; <a href=\"https:\/\/getgood.typepad.com\/getgood_strategic_marketi\/2004\/11\/to_blog_or_not_.html\">To blog or not to blog post<\/a>.<\/p>\n<p>Today, Jennifer Rice at What&#8217;s Your Brand Mantra wrote about a corporate blog&nbsp; that is an excellent example of the two key criteria that I talked about in my post: an open culture and a community of users that are engaged by <u>and<\/u> engage with the vendor. Bigha makes ergonomic bicycles and laser pointers. Jennifer&#8217;s <a href=\"http:\/\/brand.blogs.com\/mantra\/2005\/01\/case_study_of_a.html\">excellent post<\/a> talks about how the company has successfully used its blog and website to engage with its public, a transparency that is helping the firm through a communications crisis related to improper use of laser pointers. Visit their <a href=\"http:\/\/www.bigha.com\/index.php\">website<\/a> and <a href=\"http:\/\/www.bigha.com\/blog\/index.php\">blog<\/a> for the full story, and to see how blogging can work as a corporate communications tool when it is done right. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>A while ago, I posted some criteria I thought made sense for companies considering whether a company blog (as distinct from employee blogs) made sense as a marketing tool. You&#8217;ll find them at the end of my&nbsp; To blog or not to blog post. Today, Jennifer Rice at What&#8217;s Your Brand Mantra wrote about a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[5,8],"tags":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/16"}],"collection":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/comments?post=16"}],"version-history":[{"count":0,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/16\/revisions"}],"wp:attachment":[{"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/media?parent=16"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/categories?post=16"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/tags?post=16"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}