With all of Airbus's recent woes—delays with the A380 super-jumbo, layoffs and cancelled orders—you would think that blogs are the least of its problems. But it has been losing out online, too. Randy Baseler, Boeing's VP of marketing, has been writing his successful blog for several years and landing PR blows on rival Airbus—which does not blog—on a regular basis.
The Boeing blog illustrates the first rule of business blogging. If you don't have one, you're not part of the conversation. The "Purple Cow" effect—getting attention by being remarkable and/or different in a sector such as wine (stormhoek.com), tailoring (englishcut.com), or plane manufacturing (boeingblogs.com/randy)—is a missed opportunity. If your competitors have a blog and you don't, watch out.
Blogs can also help change perceptions. Microsoft wanted to put a human face on a business widely perceived as arrogant and impersonal.
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