Fight Fire With Fire: Using Corporate Blogs to Upend Crises Online

Reputational crises that begin in the blogosphere are very common; reputational crises that end in the blogosphere, on the other hand, are less so. Dell is perhaps the most well-known example of an organization whose inattention to blog commentary landed it in its own version of hell. Two years ago BuzzMachine blogger Jeff Jarvis lambasted the company's ineptitude with customer service, only to find that he had a rapt audience of consumers who felt the same way. Today, Dell is the proud owner of multiple corporate blogs, having made its entrée into the medium after going all the way to hell and back. "Companies that get [corporate blogging right] can reap huge rewards," according to Sir Martin Sorrell, group chief executive of WPP, in comments made during the Institute for Public Relations Annual Distinguished Lecture on Nov.

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