Social media attract greater attention

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New York—Blogs and other forms of social media are attracting more notice among business marketers, according to panelists at BtoB's Netmarketing Breakfast Thursday.

Novell said it currently has three strategic blogs: PR Blog, CTO Blog and CMO Blog, in addition to numerous employee blogs. The blogs enable Novell to converse with the external world, and that means both positive and negative feedback comes through, said Phil Juliano, the company’s VP-corporate branding and communications.

"We don't censor it, so it really is a true dialogue with the marketplace," Juliano said, noting the company has a liberal policy on blogging. "We're very open about who [at the company] can do blogs, but there are guidelines."

Gary F. Spangler, e-business leader-electronics and communication technologies at DuPont Co., likewise said marketers have extraordinary power to launch campaigns from their desktops. But with this power come responsibilities and the need for standards, he said. "You need governance procedures," Spangler said.

Spangler, who is integrally involved in the Word of Mouth Marketing Association’s efforts to promote best practices, said DuPont will be launching a major word-of-mouth campaign this fall.

Motorola takes a different tack than Novell when it comes to blogging.

"I don't agree with making everyone in your company a blogger," said Peter DeLegge, Internet marketing communications manager at Motorola." He said Motorola will launch a blog later this year.

Motorola currently uses multiple online and offline channels, including e-mail marketing, search marketing and PR.

—Carol Krol

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