A Kid and His Blog
But what's good for the goose is good for the gander. Your customer evangelists can help you wage a positive publicity blitz without the need for big-budget media investment. Plus, there's no better place to learn from both happy and unhappy customers like the Web. A well-managed corporate blog is less expensive than focus groups, says Sernovitz, but you have to commit to being 100 percent honest with customers. The last thing you want is your own communication vehicle used against you as proof that your company sucks.
P.S. To learn more about how to get word of mouth working in your favor, visit targetmarketingmag.com and look under Web Exclusives for more of Sernovitz's insights.