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Edelman Global Guide to the Blogosphere

Kürzlich hat Edelman seinen Corporate Guide to the Global Blogosphere publiziert (PDF-Link). Darin wird die aktuelle Lage in Asien, Europa und den USA analysiert und gleichzeitig dargelegt, was bei diesen Peer-to-Peer Conversations anders ist als Firmen es gewohnt sind, und wie sie davon profitieren können. Hier zwei kurze Zitate:

Why Companies Need to Engage with the Blogosphere
A company’s natural tendency is to control messages and communicate at audiences, which works well when you are advertising but is inappropriate if you are engaged in a dialogue. The peer-to-peer conversation is based on mutuality of interest and shared expertise, not on the demographic segmentation that has characterized corporate thinking for the past 50 years. We are convinced that by engaging the blogosphere in a transparent manner, companies can have their viewpoints heard. We are committed to facilitating this evolutionary process, from control to credibility, from messaging to conversation, because effective public relations depends ultimately on earning trust every day.

How can Companies Participate in Peer-to-Peer Conversation?

  • Find: Identify your most influential advocates and vigilantes
  • Listen: Develop the infrastructure to mine the conversations for insights both globally and locally
  • Engage: Build relationships with bloggers both on a personal level (e.g. email conversations) but also by participating in the conversation with your blogs
  • Empower: Create the structure to help your key influencers achieve their wants and desires

via BlogWrite for CEOS


  1. Gris-Gris wrote:

    Denk ich an Edelmann, denk ich an Walmart. Denk ich an Edelmann+Walmart+Blogging, denk ich an: Walmarting brouhaha!

    Was aber nicht heisst, dass Edelmann keinen Erfolg haben wird.

    Friday, January 26, 2007 at 20:02 | Permalink
  2. Gris-Gris wrote:

    Edelman – nicht EdelmanN! Sorry.

    Friday, January 26, 2007 at 20:03 | Permalink
  3. Matthias wrote:

    Natürlich hat Edelman trotz Schweinereien Erfolg. Die Macht der Blogs? ROTFL!

    Monday, January 29, 2007 at 11:40 | Permalink
  4. Gris-Gris wrote:


    Monday, January 29, 2007 at 13:33 | Permalink

One Trackback/Pingback

  1. Paperholic on Friday, January 26, 2007 at 21:21

    Blog Readership (seen globally)…

    From Edelman-Wal-Mart-Bruhaha’s Global Blogosphere Guide (PDF file, January 7) via Swiss Metablog.