Information Technology Reference
In-Depth Information
Figure 3.6
Several luxury-themed blogs such as Interactive Luxury and Luxury
News focus on management issues in the luxury business rather than products
and services
show that it has a heart, soul, mind and body, we still refer to companies as
“it” and not as “he” or “she”, which should tell us something. Participants
want their bloggers to be people and not a logo, symbol or brand name. In
the case where a company decides to attach a name and face to the blog, as
in the case of Coca Cola on its Coca Cola Conversations blog (www.coca-
colaconversations.com), it still doesn't alter the perception that Coca Cola's
objective is to make money and the blog is yet another publicity move.
In addition to putting a name and face to a blog, the topics, input and general
content as well as their manner of presentation and choice of words and language
are extremely crucial for a corporate blog that seeks to sound a bell of genuine-
ness among the public. If you take a look at Coca Cola Conversations, you'll
notice that the blog is written by Phil Mooney who has been the historian and
archivist for Coca-Cola for the last 30 years, which gives him real credibility as
a blogger even though he is still employed by the company and will of course do
as the company says. However, a quick look through the blog and you will prob-
ably wonder why there are few comments and responses to the posts and why
very few real conversations are taking place on a blog that has “conversations”
