Having read chapter 4 of Brian Solis’ book Engage, I have concluded that blogging is a cultural phenomenon and an effective tool if done correctly. I like to think that blogging is the human extension of any brand. People don’t want to be bombarded with advertising and marketing when reading a blog but want to see and read a humanized piece of literature. Solis uses Ford Motor Company as an example, “Ford, for example, often introduces us to the people behind the story, allowing customers to make a human connection.” (Solis 2011)
In class we watched a video of Brian Solis interviewing Ford Executive, Jim Farley and Farley explained why it’s so important to get the human side of Ford out, whether its “Alan Mulally making a phone call to a new Ford customer” or “telling the story of a Ford dealer who has always sponsored a little league team in his community.” Solis stresses that this should be the essence of blogging. “Blogging for the sake of blogging, even with the best of intentions, is meaningless if the internal team cannot communicate an organized infrastructure.” (Solis 2011)
In addition to providing some insight to a company about extending the human side of their brand through blogging, Solis also offers advice for the regular person who may want to have and launch a successful blog. I have come to understand to have a successful blog with a loyal following; one would need to successfully be loyal to other blogs in the blogosphere. “Comments on other blogs are a form of both participation and unmarketing. Be sure to pay attention to relevant posts around the blogosphere and contribute relevant comments on both your blog and elsewhere.” (Solis 2011) When I read this I was really taken back. I have never thought to approach blogging this way. Of course everyone wants a successful blog with faithful readers, and now we have the key. We need to be the participator we want to see. This is a very unique way of marketing without sounding too generic on other social networking websites trying to get people to read what we write.
To be for the blog by the blog but to have a successful one there are some components that must be embodied. “What’s the cause? What’s the intent? How can we fill a void and, more importantly, how can we help solve problems? What should readers take away from the blog? Why should anyone link back to the blog?” Blogs are a valid piece of literature and media and should be substantiated in whatever subject matter of the writer’s choosing. If you’re a foodie writer, tell the readers why apple pie is good for them or not so good for them. Just an example. I believe a humanized blog is a blog that people care about, care to read and most importantly, care to engage.