Corporate blogs level the playing field for small businesses

Posted by: Nicholas O'Flaherty

In the latest issue of b-Innovative, the publication of the Auckland Chamber of Commerce, writer Catherine Slogrove sought my views on the opportunities that social media provides small businesses. As I am often asked this question,  I thought I would re-publish some of those thoughts here.

Social media is a leveller. Traditionally, small businesses can’t compete with large corporates which enjoy vast advertising budgets in traditional media. But due to the low costs of new media, a small business can have an equal, if not greater online presence than larger  companies. And when an online presence  is planned, executed and managed well, the benefits flow. These include attracting new customers, engaging more effectively with existing clients, and stimulating relevant media coverage.

Most businesses should consider a blog or at least a web presence that incorporates social media elements. When charged up with relevant compelling content, it becomes an effective tool to expand a company’s online footprint.

Blogs provide a cost-effective means for businesses to showcase their know-how and establish thought leadership in their field of expertise. This gives authenticity, credibility and breathes some personality into the brand.

And of course, the all important search rankings are heavily influenced by this dynamic relevant content. After all, if you don’t rank highly you won’t be found.