Examples of Use of Blogs by  Businesses  and  Consumers

Alifa Zulaykha/2301944891/

The use of blogs  as one  of social computing  we can  see   in  the   example. One was a proper commentary on Word of Mouth (WOM) marketing, published in the Wall Street Journal, stating that “Instead of wasting millions of dollars on Superbowl ads, startup dotcom companies are trying to attract attention through much cheaper marketing strategies like blogging and campaigns (WOM). This example    shows that  to  attract the attention of  consumers can be  done  through  blogs.

A popular strategy is to start an EC project with a small group of employees to test their response to Web 2.0 tools. For example, Dell first launched an internal blog before creating IdeaStorm, which is offered to customers to submit ideas, engage in dialogue with company representatives, and so on. In this example, there is an interaction between the company and the consumer.

Another example comes from  P&G overseeing   consumer conversations   on social  media  to  find out  potential customers.  P&G  uses  these  various  social networks  because  they  know  that  potential  customers must be  spending their time  on  social networks.  P&G  advertises  its products on social media,   in  this  case iams  animal   food  products.

Johnson &Johnson also uses  blogs  in its business  and  adapts to  the  web 2.0 era. Initially, JNJ  introduced Kilmer House (kilmerhouse.com; Johnson &johnson’s first blog in 2006. The company introduced its first Web 2.0 advertising tool after using Web 1.0 for more than 10 years. Blogs are a natural way for companies to enter the web 2.0 era. JNJ BTW (Second Web Blog 2.0). In 2007, the company launched its second blog a year after launching Kilmer House. This blog promises to be a “voice for the company”. JNJ BTW is the subject of discussion on topics related to Johnson &Johnson. It also offers public education on health care and JNJ products.

References

Huang, Y. K., Fan, W., Tsai, M.C., & Ho, Y. H. (2015). Using Importance-Performance Analysis in Evaluating Taiwan Blog E-Service Quality. Journal of Economics, Business and Management,  3,338-345.

Li, H., & Liu, Y. (2014). Understanding post-adoption behaviours of e-service users in the context of online travel services. Information & Management,  51(8), 1043-1052.

Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. (2012). Electronic Commerce: a Managerial and Social Networks Perspective 2012. In Commerce A Managerial Perspective (5th ed.