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Tan Kian Ann
Interview with Blogopreneur, Tan Kian Ann
1. What are the main topics that most bloggers blog about?
A large percentage of weblogs are personal online diaries, but recently we have seen more professional interest blogs popping up, and blogs created by companies. These people talk about a huge spectrum of topics – ranging from job recruitment, to legal advice, to customer service. However, within these more professional blogs, there is also a predominant group of people who talk about technology. These blogs are set up by the more tech savvy people – simply because it’s easier for them to get started with blogging.
2. We understand that you help companies and individuals develop blogs for marketing and communication purposes. Which companies have you helped thus far, and were the results effective for them?
So far, the companies that I have helped are smaller businesses, and I’m still in the process of coaching them to write in a more conversational manner (it takes a while for people to get used to it!) and while there has been better search marketing results (more traffic thru search engines), the use of these blogs as marketing and communications purpose has not kicked in yet, and it takes time for each blog to build a community.
3. Has there been a growing trend for businesses in using Social Media? If yes, why? If no, what do you think are the factors stifling its growth?
Yes, definitely. Companies are starting to realise that if there are 70 million blogs out there, there must be some which are good! However, the growth has been slow in Singapore, especially in non-technology related industries. Blogs started out as “nonsensical online diaries”, and especially in Singapore where there are several popular blogs which are more gossipy in nature. It takes time for people to realise that there is a community of professional bloggers as well.
4. What are the main types of businesses (if any) that engage in social media? Why do you think this is so? For what purposes do these businesses use social media?
Social media is basically “consumer generated media and content”. Businesses that wish to target the mass market can use social media. While it has a very wide reach, it still has its limitations in inability to reach niche markets like the higher class society.
As of today, I haven’t seen any major corporation in Singapore using social media or adopting blogs. Most Singapore corporate blogs I know of are owned by small and medium enterprises.
5. Do they use only social media, or do they have an integrated approach towards communication?
Social media is usually only one channel of communications. In many cases, these companies already use other forms of communications like the mainstream newspapers or TV, or even “old fashioned” websites (i.e. online corporate brochures). Social media is a supplement.
6. In Singapore companies seem to pump more money into Mainstream Media instead of Social Media. Your views?
It is not surprising, because the mainstream media has been around for years! It has a proven track record. If you publish a full page ad in the Straits Times, you know for sure it is going to reach the mass, and you know people are going to pick up the phone and call you if your offer is good.
Social media is still very new, and it is a cheap alternative. However, in many cases, companies will prefer to “pay the money and get guaranteed results”.
7. In your opinion and experience, what is the hardest barrier to break in persuading the businesses in Singapore to engage in Social Media?
The hardest barrier to break (in my own experience with my clients) is the fear of losing control. For example, some of my clients who have engaged me have originally told me that they don’t want people to comment on their blogs, in fear that they might receive nasty comments. There is a need to get past this mentality. Social media is about opening up, and taking in whatever feedback there is, not disallowing people to comment altogether.
8. In your opinion, who then has to be the leader in educating S’pore companies about Social Media? (Govt, Digital movement, PR practitioners or leading companies?)
It would have to be a combined effort from all the entities. It is too early to say that one entity will be the leader, because as of now, there is still a large population still unaware of what is social media!
9. Could you give me good and bad examples of Singapore company blogs (SMEs or otherwise)?
Here are some better blogs by Singapore companies (some don’t say if they are official blogs though)
BTW, check out this recent post on how pitstop café handled feedback. Impressive!
http://pitstopcafe.blogspot.com/2007/07/grieviance-at-pitstop.html
Nobody is perfect, but you can see and feel that they strive to be the best.
I feel these can be improved… mostly due to either (1) written in too formal language, or (2) infrequent updates
Here are my 5 points:
1. What are the main topics that most bloggers blog about?
A large percentage of weblogs are personal online diaries, but recently we have seen more professional interest blogs popping up, and blogs created by companies. These people talk about a huge spectrum of topics – ranging from job recruitment, to legal advice, to customer service. However, within these more professional blogs, there is also a predominant group of people who talk about technology. These blogs are set up by the more tech savvy people – simply because it’s easier for them to get started with blogging.
2. We understand that you help companies and individuals develop blogs for marketing and communication purposes. Which companies have you helped thus far, and were the results effective for them?
So far, the companies that I have helped are smaller businesses, and I’m still in the process of coaching them to write in a more conversational manner (it takes a while for people to get used to it!) and while there has been better search marketing results (more traffic thru search engines), the use of these blogs as marketing and communications purpose has not kicked in yet, and it takes time for each blog to build a community.
3. Has there been a growing trend for businesses in using Social Media? If yes, why? If no, what do you think are the factors stifling its growth?
Yes, definitely. Companies are starting to realise that if there are 70 million blogs out there, there must be some which are good! However, the growth has been slow in Singapore, especially in non-technology related industries. Blogs started out as “nonsensical online diaries”, and especially in Singapore where there are several popular blogs which are more gossipy in nature. It takes time for people to realise that there is a community of professional bloggers as well.
4. What are the main types of businesses (if any) that engage in social media? Why do you think this is so? For what purposes do these businesses use social media?
Social media is basically “consumer generated media and content”. Businesses that wish to target the mass market can use social media. While it has a very wide reach, it still has its limitations in inability to reach niche markets like the higher class society.
As of today, I haven’t seen any major corporation in Singapore using social media or adopting blogs. Most Singapore corporate blogs I know of are owned by small and medium enterprises.
5. Do they use only social media, or do they have an integrated approach towards communication?
Social media is usually only one channel of communications. In many cases, these companies already use other forms of communications like the mainstream newspapers or TV, or even “old fashioned” websites (i.e. online corporate brochures). Social media is a supplement.
6. In Singapore companies seem to pump more money into Mainstream Media instead of Social Media. Your views?
It is not surprising, because the mainstream media has been around for years! It has a proven track record. If you publish a full page ad in the Straits Times, you know for sure it is going to reach the mass, and you know people are going to pick up the phone and call you if your offer is good.
Social media is still very new, and it is a cheap alternative. However, in many cases, companies will prefer to “pay the money and get guaranteed results”.
7. In your opinion and experience, what is the hardest barrier to break in persuading the businesses in Singapore to engage in Social Media?
The hardest barrier to break (in my own experience with my clients) is the fear of losing control. For example, some of my clients who have engaged me have originally told me that they don’t want people to comment on their blogs, in fear that they might receive nasty comments. There is a need to get past this mentality. Social media is about opening up, and taking in whatever feedback there is, not disallowing people to comment altogether.
8. In your opinion, who then has to be the leader in educating S’pore companies about Social Media? (Govt, Digital movement, PR practitioners or leading companies?)
It would have to be a combined effort from all the entities. It is too early to say that one entity will be the leader, because as of now, there is still a large population still unaware of what is social media!
9. Could you give me good and bad examples of Singapore company blogs (SMEs or otherwise)?
Here are some better blogs by Singapore companies (some don’t say if they are official blogs though)
- http://pitstopcafe.blogspot.com/
- http://www.alphabet-media.blogspot.com/
- http://www.greenchameleon.com/
- http://starbamboo.wordpress.com/
- http://www.singaporewebhosting.com/blog/
BTW, check out this recent post on how pitstop café handled feedback. Impressive!
http://pitstopcafe.blogspot.com/2007/07/grieviance-at-pitstop.html
Nobody is perfect, but you can see and feel that they strive to be the best.
I feel these can be improved… mostly due to either (1) written in too formal language, or (2) infrequent updates
- http://www.mecpec.com.sg/blog/ (only 2 posts)
- http://www.earth9.com/blog/default.aspx (not updated since a while ago)
- http://www.teambuildingspecialist.com/
(They pushed too hard at the start! 13 posts in October with great content, but I guess it is tiring to type so much everyday!) - http://blog.dragonbackmedia.com/ (right on track, but just need more frequent updates)
Here are my 5 points:
- Know that social media means feedback. And feedback in all forms – objective reviews, subjective reviews, positive, negative, spam, insults, childish remarks… everything! Be open to this and appreciate it!
- Contribute and participate. I have forgotten the actual percentage, but a large percent of blogs are dormant with just a few posts. In order to be part of social media, effort must be made to build your own blog or website, and participate in others’ with comments.
- Be human. Know that eventually it’s a human-human relationship. Express yourself like a human, in a conversational manner. This engages others better! Also, no organization or person is perfect, and there is no need to appear so. Be honest! For example, I’d rather tell people that “Hey, I got lazy and I did get this done”, rather than politically correct answers like “Oh, I was tied up with personal matters”. Appearing to be vulnerable can be one of the best ways to build rapport!
- Have patience. Unlike traditional advertising, social media is not a “today I do, tomorrow get results” kind of marketing strategy, unless the organization is already well known, or for an individual, unless are already a celebrity. It takes time to build awareness – give at least 3 to 6 months of consistent effort!
- Take initiative to deepen relationships. Social media is a great way to get to know a lot of people, it is a great way to get leads – but you need to act upon the leads. For example, if someone leaves a comment on my blog, I can (okay, I’m guilty of not doing enough!) follow up by dropping him an email to know him better, and get him on Skype and start chatting! Then, the relationship is forged.
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, Apr 7 2009, 1:31 PM EDT
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