When the average information seeker is surfing the net, what are the blogs they most often bypass? Corporate blogs. Why is this? Too many companies are treating the social network and blogosphere as a fad or trend. Not only are these new mediums not fads or trends, but, in fact, they are still in their adolescence.

We are unsure of where this new phenomenon in connecting people and information sharing is going to take us, but it is evident that the digital society is here to stay. We all know the story of the Roman Empire and how it fell in one day. Corporations are living by the creed of “When in Rome…” Well, this new media realm isn’t just in Rome, and like the Romans did, corporate blogs are following the wrong rules.

Propaganda, one-way messages and content barraging is a way of the past, and now, doesn’t just have a neutral effect, but a negative one. Consumers, information seekers, and the rest of the digital population are looking for unbiased, pertinent information. The relationship they seek with brands online is built from trust and acknowledgement. To continue on the road of old media traditions is to swim with the sharks. After all, the consumer feels that they are being circled anytime they come across an email blast or pop-up advertisement.

True, some companies are selling products where email blasts and pop-ups might generate interest initially (i.e.: Nike introducing the new Jordan sneakers), but what about after the product isn’t so new? How are they engaging their audience? Does their audience feel as if the company cares about their opinion of the product?

Why are companies spending hundreds of thousands of dollars in R&D when they could simply engage in conversation with their audience? Companies are apprehensive in spending their time and effort in building a meaningful social network because it’s not traditional, which in turn makes it uncomfortable. They want guarantees and they want the answer to the ageless question; “what makes people buy?’

The first step in understanding how to solve a problem is finding what caused it. Then we must open the channels of communication and entice our audience to respond. Then, respond back! I don’t know about you, but I lose trust and am offended when I am ignored.

However, while I am acknowledged and heard, I feel engage and my interest and passion grows. I get excited. Companies must focus, not on just building a brand, but a reputation for being communicators and providers of meaningful information. The only way to do so is to listen and engage in two-way communication. Forget the one-way message. The only message you are sending that is being heard is that your company doesn’t care about anything other than itself.