When asked by the PR News/Cision Social Media Survey to describe their perceived value of the blogs and online forums they have created as compared to those they visit/engage with, respondents gave the following verbatim explanations.
"A blog isn't an island unto itself. It must be recognized to garner the amount of attention necessary to drive ROI. In the Web world, cross-links between blogs are necessary, so we make efforts to interact with blogs similar to ours so we can spread our message. In a sense, this can make other blogs as valuable as our own."
"We use blogs in managing community crises to keep open, transparent dialogue about road closings, school impact, town hall meetings and other pertinent news for evacuated families in an emergency. They allow us to give real-time information without the need for media vetting. Direct communication allows constituents to experience our clients rather than be represented by third-party media. And it gives local media access to up-to-date information as well."
"Being able to control the message being delivered is always more valuable than having to respond to what other people are saying."
"Blogs and forums help my clients stay more engaged with their audience than traditional marketing methods [because they facilitate] listening directly to consumers, direct dialogue and the good PR associated with this kind of direct outreach."
"Corporate-focused blogs and forums are typically not viewed as being as credible as third-party blogs and forums. Users are somewhat hesitant to be as transparent as they might be on a third-party blog or forum that was not created to advance any particular organization's agenda."