BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way of communicating BzzAgent's unique positioning: transparency. He sees the company blog - BeeLog - as a way for the company to participate in conversations with customers, employees, and "agents." However, he was dissatisfied with the level of interaction blog to generation, and is considering his trip. The case provides a context for discussion of word of mouth marketing and social media, as well as blogs in particular. He also gives examples of other corporate blogs, and allows students to weigh the pros and cons of this potentially important form of communication.
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by David B. Godes Source: Harvard Business School 51 pages. Publication date: April 14, 2008. Prod. #: 508102-PDF-ENG
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