Mar
14
2008
Case Study: Southwest Airlines’ Corporate Blog and Crisis Communications
Posted in the Category of Blogging and Case Studies and Social Media
I prepared this case study on Southwest Airlines corporate blog for a lecture I'm giving tomorrow to a group of MBA students at Fairleigh Dickinson University. This group has a special interest in Corporate & Organizational Communications. What other questions should I put to the students?
P.S. I will report back after the class. [Update: See mini interviews with two students.]
Update: see additional questions about the SW blog below.
Case Study for Student Discussion
Southwest Airlines' Nuts About You Blog and its role in crisis communications:
Situation
Jun
15
2007
GlaxoSmithKline launches official corporate blog for alli weight loss product
Posted in the Category of Blogging and CEO Bloggers and Social Media
A best practice adage about corporate blogging is that there's gotta be an inside evangelist in order for the blog to work. Well GlaxoSmithKline Consumer Healthcare has one in the form of VP of Weight Control Steve Burton. Steve is the lead author on GSK's official corporate blog for alli at alliConnect.com. alli, if you haven't seen the TV commercials, is the first OTC (over the counter), FDA-approved weight loss product.
Apr
12
2007
Infamous Kryptonite, of “blog clueless” fame, has launched its own blog
Posted in the Category of Blogging and Case Studies
Take a look at Kryptonite's newly-launched corporate blog, Unbreakable Bonds. It looks pretty good and it's written by the company's renowned PR chief, Donna Tocci.
Remember way back to 2004 when Kryptonite was the poster child of the blogosphere as the victim of a blogstorm? Everyone said Kryptonite was clueless about the buzz in the blogosphere over its faulty bike locks. Turns out the story was more complicated than that.
Read about what really happened.
Remember this graph?
Apr
3
2007
Sony BMG UK embraces Vox as a blogging platform for would-be artists to submit their music
Posted in the Category of Blogging and Case Studies
Forget those demo CDs. Wanna submit your album for review by Sony BMG Music Entertainment UK's Columbia or RCA record labels? Set up a blog on Sony's new Vox blogging platform and attach your music and video files.
As I predicted in The Corporate Blogging Book, companies will adopt more nuanced blogging platforms as they get more comfortable with blogs as a public-facing communications strategy.
With Vox, privacy controls let you determine who sees what. Typically, this is so…
Feb
20
2007
Listen up JetBlue: if you’ve got a corporate blog, use it… or lose it!
Posted in the Category of Blogging and CEO Bloggers
JetBlue CEO David Neeleman launched a blog in September 2006. He calls it a FlightLog.
But... OOPS. He hasn't posted a new entry since Feb. 1st, despite the uproar from angry passengers over the dozens of flights cancelled because of last week's winter storm.
A couple of thoughts: I looked more closely at Neeleman's FlightLog and realized that technically it really isn't a "blog" I.e. you can't link to individual entries, you can't leave a comment, and trackbacks aren't enabled for other…
Jan
24
2007
Edelman releases two new studies along with highlights of a third - download them here
Posted in the Category of Blogging and Case Studies and Measuring ROI
Edelman recently released two new studies:
1. 3rd Annual New Frontiers in Employee Communcations (download the PDF here)
and
2. A Corporate Guide to the Blogosphere (links to Edelman Europe CEO David Bain's blog entry; download the PDF here)
They also 3. announced preliminary results of the 2007 Edelman Trust Barometer (download PDF of 2006 Trust Barometer here)
Great stats and anecdotes to chew over, including this blockbuster:
"Nearly one-third of companies are blogging [note:…