Blogging and Tweeting Can Enhance A Business: BCM Partnership

Hello Readers!

Update from my previous blog post: For those of you who are interested, the dachshund (Invader), who needed adopting from the RSPCA is no longer available on their website which gives me high hopes that someone has adopted him- yay!

So after that positive note, I will get into the guts of what our task is for this week. We were required to select an organisation from the Professional Services Sector and discuss how they are using a blog, twitter or wiki to enhance their business, of course with connections to relevant value levers from the McKinsey Report that we are all familiar with now!

The organisation I have selected from the Professional Services sector is BCM Partnership. BCM is now one of Australia’s largest advertising and integrated marketing communication organisations, and are an organisation that I personally follow on their social media platforms (they have a plethora of interesting pages).

BCM PartnershipAs well as having a visually pleasing and well designed website, or at least I think so anyway, they also have an official Facebook page, Twitter page and Blog. However, while I could not find any wiki pages affiliated with BCM- it is always possible that they could use a wiki as an internal tool to assist in collaboration among different members of staff or organisational areas.

As an advertising and IMC business, BCM has to be a heavily socially active organisation to not only be able to communicate work of their clients, but also develop new business or attract customers. Twitter alone has reported having over 200 million active users, that amount of potential target markets and influence is a huge incentive for any organisation in the professional services sector.

I definitely feel that BCM are optimising on this with their twitter account and blog posts, and if they weren’t they would ultimately be lagging behind their competitors in the advertising/marketing arena, as well diminishing their chances of the types of clients they may be able to attract, such as one of their current clients, QUT. As QUT is the ‘university for the real world’, I doubt that if BCM was not engaged in up-to-date applications and marketing practices, such as those of social technologies, that QUT would have hired them (I am not saying QUT hired them just because they use twitter and blogs, so hopefully you understand what I mean).

BCM Partnership and QUT

Source: BCM Partnership Website 

Two of the value levers of social technologies that I think are particularly relevant to BCM and their blog posts and twitter feed are: using social technologies for marketing communication/ interaction and deriving customer insights.

Blogging and Twittering allows BCM to share and spread marketing communication messages (of their own and their clients) on a large scale level for relatively no cost at all, that in itself is a huge benefit. But, the two-way communication that this enables allows for people to feel involved in the conversation and contribute their thoughts and opinions. BCM interacts with their followers on twitter and in blog posts, by asking them questions, responding to queries, as well as sharing tips to the marketing/ advertising community about how to be more successful in that area. By BCM responding to people’s thoughts (even the negative ones) they are fostering some of the key affordances of social technology such as participation and transparency.

What I particularly like about their blog and twitter posts is that they add to their credibility as knowledgable professionals in the field by coming up with new ideas and topics on a daily basis.

BCM TwitterSource: BCM Twitter Feed

While at the same time, they as an organisation seem relate-able from the way they present and word content (such as this blog post of theirs about mediocre superpowers), their work is not shovelling marketing content and how great they are down your throat all the time, and to me that’s really using social technologies to enhance a business and its in a smart way. What do you think?

Thanks again for taking the time to read through my blog post! I appreciate any feedback or comments you have for me.



What makes a blog a success?

Dear readers,

First of all, thank you for taking the time to read my blog out of the 68, 776, 011 other blog sites that WordPress has on record at this very minute in time.

Now straight to the point. My task for this week in my Enterprise 2.0 class is to discuss what I believe makes a successful blog and to introduce my blogging strategy. Easier said than done.

To be honest I cannot draw on any past experiences of my own to help me here, even though I currently work in a social media and digital marketing role. In my 13 or so years experience online, I have only attempted to write one other blog. The strategy for this aforementioned blog was, in a nut shell to whinge about my life in what I believed was a very witty fashion and post ‘relevant’ memes, like the one below. I only ever showed it to a friend and then promptly deleted it.


From what I have learnt in class, in combination with some reading of blogs about ‘how to make a successful blog’, this has opened my eyes to some important aspects a blog should have and how I can apply these in my blogging strategy.

  1. Build a relationship and be part of the community- Comments and contribution should be encouraged for my readers, and I will also strive to use social media websites to help promote my entries and to maybe gain some readership outside my Enterprise 2.0 class.
  2. Keep it simple and relevant- I myself do not want to have to search for information on someone’s blog page, so it’s important to maintain a simplistic style and layout to my entries while ensuring that my content does not go too far off topic. If someone has come to read about my knowledge and learning’s in Enterprise 2.0 they most likely don’t want to hear me rant on about how cute my miniature dachshund is…
  3. Post frequently- There’s no way to maintain a readership if a blog is not updated.

I don’t read too many blogs (I’m on a mission to change that!), but two examples of which that I think encapsulate the above ideals and are extremely relevant to their particular contexts are:

  • Digital Buzz Blog– this is a marketing and advertising blog that is updated daily with the latest in marketing news, campaigns, social media tips, etc. I find the blog is easy to navigate and is well linked to other social media platforms of theirs, which is how I stumbled across it in the first place.
  • Veronica Roth’s Blog– As a successful young-adult book writer, Veronica started her blog in college before she began writing her now-published book series. While I don’t read this blog as often now as it is mainly focused on promoting her books, originally her original thoughts and humour, mixed with writing tips and a genuine interest in building a relationship with her readers kept me interested.

Hopefully with a combination of these strategies and tips I will be able to hone in and refine my skills as an effective blogger! That’s all from me for now, please leave a comment or suggestion for me and I’ll be sure to try and do the same for you.