The whole world of blogging and its implications on the co-creative process has intrigued me for quite some time. When I published Beyond the Brand, I started a blog to accompany the book. My subsequent, active participation in the blogosphere has changed my ideas about how to interactively engage in a relevant dialogue with people.
When I was working on a couple of technology questions for my own blog, I came across Stonyfield Farm’s blog site. Since 2004, Stonyfield has been publishing five blogs, including: Baby Babble, a daily web log “Where parents can meet up, rant, offer and seek advice, or just tell us their trials and triumphs;” Strong Women Daily News, “The latest news and insights from our Strong Women partners;” The Bovine Bugle, “Daily moos from the Howmars Organic Dairy Farm;” The Daily Scoop, “Daily life at the yogurt works, and daily ways we try to nurture and sustain the environment;” and lastly, Creating Healthy Kids, “Daily updates from our Menu for Change healthy food in schools program.”
As Christine Halvorson, Stonyfield’s Chief Blogging Officer, mentions in her interview, it really was Stonyfield’s CEO, Gary Hirshberg, who drove the idea to use blogs as a way to connect with customers and the culture (no pun intended) that surrounds organic yogurt.
In a recent Business Week interview, Hirshberg said, “If you're going to go into this as a marketing device, be careful. That's just not what it is, and if you treat it that way consumers will see through it. You have to be willing to let go and allow a really honest expression of genuine things that are going on.”
How does new technology, like weblogs, effect your business?
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