You know who doesn't love a cheerleader? Customers. Those who post only positive blog entries on their company blog run the risk of appearing superficial and pushy.
A better course of action would be to allow employees to post content on the company blog that might not be construed as all pixie dust and roses, suggests the authors of a new study from the University of Utah and University of Connecticut.
In in the report "Blog, Blogger, and the Firm: Can Negative Employee Posts Lead to Positive Outcomes?" researchers discovered that moderately negative posts not only make corporate blogs more credible but also increase readership, which in turn offers more exposure to positive posts as well.
Readers expect business blogs to tow the company line, which results in predictably positive and boring posts that make the blog more of a public relations and marketing tool than an open forum. But you add some constructive criticism or critical commentary to the mix and you've suddenly got some honesty and openness about the company's products or services.
Let's say, for example, your company markets specialized automobile parts through an online catalog, and an employee notices that shipments are being delayed because of a particular supply chain practice that she finds archaic. You could choose to not publish her blog post addressing the issue, instead choosing to handle the situation in-house. Or you could run the post -- and any additional commentary that is spurred by the original post -- all in the spirit of improving delivery of your product to consumers.
I like to characterize these types of posts as "positive controversy," because when a company or corporate blog permits moderate criticism of its policies, its products or its services, readership and public engagement goes up. This makes the blog more credible, and it also increases the chances that the other postings on the site will be read, shared and commented upon.
However, the study found that too many negative posts on a corporate blog could muddy the waters, reversing the positive reaction from readers. The authors suggest keeping such "constructive criticism" posts to around 15 to 20 percent.
The key words here are diligence in delivery -- and editing. Obviously, you should cull out the posts that are mean-spirited, non-constructive or demeaning to your firm or its products or services. Also suggested in the study is to employ a policy of not curtailing or restricting negative posts. That's a far cry from actively encouraging negative commentary, which of course, could open a whole new can of worms.
There's another advantage of growing a thick skin when it comes to constructive criticism online, and that is the ability to spot potential problems perceived by employees before they become major issues. By carefully encouraging constructive content from workers to appear on your own blog, you earn trust and authentic respect.
Have you been critical on your business's blog? Leave a comment and let us know how it went.
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Comments:
Controversy has always been a big seller for me.
You have brought up a very great points , thanks for the post….
These negatives should be used as something that can improve the system. If you're not going to accept these negative comments, it's like you're telling the people that you won't do anything about it, and that's going to draw even more negative comments. -- Ray
I taught dislikes gives negative to our business. Now only know it will be good
I believe you should allow viewers to take control of the conversation and don't try to stop it. Which can allow you the opportunity to massage perceptions and nudge the conversation in the right direction. Also, be careful not to be tempted into heated debates or attacks. http://rolandapowell-rickert.com
I agree with you up to some extent but not completely. But I like your way of thinking.
Any publicity is Good Publicity...and that of a negative trait certainly gives you that edge. Rendering complete positiveness might give out the idea of being unreal...After all reality is not all flowery...Its cruel, it tests... So this, definitely an intriguing idea. Will emphatically follow suit.
I've never really thought of it this way, but it makes perfect sense. Nothing is worse than the sense that you are just reading a bunch of filtered garbage from a corporation intended only to strengthen their brand. Negativity (or more accurately, constructive criticism,) can definitely make people trust a brand more. In addition, some of the most interesting blogs I read are essentially nothing BUT criticism and playful cynicism. Not typically towards themselves, but towards their industry as a whole or others around them. Sometimes it's not super fun to hang around really negative and cynical people, but their writings are often captivating.
I never thought of this benefit: "the ability to spot potential problems perceived by employees before they become major issues," but it's a great one. Nice article.
Interesting idea and I think a good one. I agree with Lim and would also suggest that sometimes a company may have to address the issue, by clarifying that they cannot provide that service.
It's amazing way to improve business for a company...
This is a good way to increase some engagement. However, only capable writers must be allowed to try their hand. There are a number of companies which have failed when they simply weren't capable enough to carry out the blog in the above mentioned way. Thanks for sharing!
It is good and best strategy all time of the negativity. As if one try to be more true and say in all favour of people then they think that there is something wrong and this denied to read the whole stuff or denied themselves to connect with us. But as the same way negativity is the best that attract people to say something about the mistakes or about good things in the business. And this way firm can try to change the bad things in their firm and this way by pleasing people , one can attract them more as by showing the skill to turn the negative into positive.
This is a refreshing idea. It might even serve as an opportunity for companies to further engage their customers even further, by posting the comment, outlining what the company's take on resolution is, and then asking their customers for their thoughts.