MSInteractive, David Paull

posted: October 28, 2006 9:50 PM

1.1.15 Company: MSInteractive

Blogger: David Paull
Student Interviewer: Amanda Johnsen
Blog: http://perceptionanalyzer.typepad.com/

David Paull is the vice president for MSInteractive, a company that develops and markets interactive audience participation products and services for focus groups and business events.

David Paull at MSInteractive described how he started a blog at his company and quickly realized that to be authentic he had to write about more than just his company's products and services. David writes about his clients’ markets and industry making sure that the blog provides useful information for his customers.

David stated that it took a few iterations before he found the right voice for his blog, before David was comfortable with his blog, he had to develop a voice that rang true for his audience.  And he also tried out a couple of different blogging technologies.  Success for David's blog was, "generating a dialogue with readers," or "getting feedback from people," plus getting calls from prospective customers.

David thought that to have real success with a blog, you have to "read a lot of other blogs and you have to engage in the discussions on other blogs."  As David's readership grew on his blog, the more he read and commented on other blogs.  David said, "I think it’s critical if you want to have successful blog, to comment on other people's blogs.  I think you have to engage, in other blogs otherwise just getting the word out about your blog is very hard to do."

David clearly made the point that he gained a lot of additional traffic by commenting on other blogs, and having the bloggers and readers find out about his blog from those comments is very important.  David also thought that the blog had really helped his company to achieve higher search engine rankings.

David thought that the most comments come from the posts that are the most topical or controversial.  He said, "blogging is very participatory and it’s a community of people who want to participate.  So people participate in things that either get their dander up or that they feel is controversial or they want to weigh in on or find areas where they can be similar to other people.  And posts like what word do you most hate."

David thought that posts where people have an opinion on one side of the argument or the other would generate the most interest.

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» Appendix 1.0 Corporate Blogger Interview Summaries from Blogging Success Study
Each student interviewed two corporate bloggers in a recorded session.  Each student transcribed one interview for course credit; the remaining interviews were transcribed by Megan Dickinson of Backbone Media, Inc.   Rather than provide ... [Read More]

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