I accept that this 'new' social media is extremely low cost *cheap* in the sense that the tools used, for example the 'blogging platforms' such as this (Typepad) offer free trials and may only cost something like $4 monthly after that time period.
However, if a company was serious about using this form of communcation, then the time invested in researching the possibilities is very time consuming, and in a profession where time=money, it could be quite a considerable cost to set up.
I believe it is absolutely essential to carry out the necessary research, who's talking about what and where? Who is reading what they say? Do they agree? What are they're thought processes? How would they respond to what you have to say/offer?......the list goes on.
YOU CANNOT JUST SIMPLY SET UP A BLOG AND EXPECT IT TO 'JUST WORK'
It is there as an extra tool to be used in the strategic planning and executing of a, hopefully effective campaign. Therefore, all the leg work that is put into all the other channels of communication of who to target...why, when, etc must all be taken into account for blogging too.
Focus on what needs to be achieved and stick to those goals.
So where's the time to do this? Maybe you need to employ a specialist team?
Hey, I'll do it!
But it definitely needs to be done.
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