Reflections On The Business Impact Of Blogging

Since the concept of blogging was introduced, it has widely spread 

The major impact of blogging on Businesses is that it has improved communication and information flow. This is a significant factor that affects an organization's success. When companies create blogs and post information, the stakeholders can read them and put their feedback on the comment section. Blogging can serve as a means by which companies literally communicate directly with their stakeholders especially their customers. kind of like communication 2.0 where companies and their customers have a conversation instead of the traditional one way communication.
This creates personal relationships between organizations and their stakeholders which is very important because these relationships need to get as personal as possible so that the stakeholders feel involved with the decision making process of the organizations. This would also make the stakeholders to not feel like they are just a means of revenue and that the organizations does not care about them.

When companies blog, it leads to Improved customer service because customers can really pour out their concerns and frustrations on the blogs and they feel like they are being heard because we would assume that someone reads the feedback on the comment sections. And potentially the information from the comment section gets to the people in the organization who has the power to change some factors that an ordinary sales associate cannot do. For instance, if a customer of a clothing retail store gets really frustrated because she was not able to return a piece of clothing she purchased 2 days ago, there is really nothing that a sales associate can do because it is based on the companies policy that the customer was not allowed to return the clothe. When this frustration gets reported by a significant number of customers on the companies blog, the information gets the chance of reaching the staff in a higher position in the company who actually have the power to change company's policy. This improves customer service and also improves sales because the happier the customers, the more they are willing to shop again at the store.

Blogging can also positively impact an organization's marketing research because the marketing staffs can get the information they are looking for directly from the customers about what exactly their needs are and how they want their needs to be met. This type of information is the reason why companies create surveys. However, surveys come with uncertainties such as wrong information.  if the person taking the survey just glanced through by not actually reading the questions and putting their honest answers, surveys cannot really be depended on. 

Unlike information gathered from a blog post feedback, customers complain, express their satisfaction, etc. From what they say they are satisfied with, companies know to continue doing the same thing or add features that will positively increase the customers experience. 

This would help them to create products that customers actually want and need, and avoid investing in products and services that customers don't need or want.