KARACHI, 1 SEPTEMBER 2008 - While there is no question about what the future of blogging is, there is a great deal of skepticism about the trend of Corporate Blogging. Defined by Wikipedia as a weblog published and used by an organization to reach its organizational goals, corporate blogging around the globe covers the space where the influential bloggers are approached by or have a bias towards, a specific company, and end up having more impact with a review or citation, than the company's own PR.
Considering Pakistan's blogosphere has experienced a great deal of growth, what do some of the bloggers have to say about the trends revolving around Corporate Blogging?
Dr. Awab Alvi, alias TeethMaestro, an online social activist and captain of Karachi Metblogs, comments, "I see blogging having a very bright future - I think we all see it that way, it starts off maybe like a fun game, but it grows on you." But is there really any serious attitude associated with blogging? "Well," continues TeethMaestro, "Pakistan has barely embarked down the path of New Media. I interacted with executives at a Google workshop in Karachi a few months ago. Of the 100 people there, only about 10 were actively engaged in maintaining an online presence."
Is there dearth of content or understanding on how to execute that content? Tee Emm, one of the pioneers of blogging in the country says, "In my opinion, 'good content blogs' are limited in number in the local blogosphere. However, there are two things to be noted here: one, the best, natural blog comes not out of a good blogger but someone who is engaged in some activity that needs to be talked about. Secondly, I also feel that we don't have enough genuine work being done locally on which corporate companies can really blog about. Consider P&G International blogging about their latest research in toothpaste technology - they have the beef to talk about. Now consider P&G Pakistan and you have to ask the question as to whether they really have enough to blog about!"
Faisal Kapadia, assistant editor at Agahi and a blogger on Karachi Metroblogs, writes, "Pakistani Bloggers don't seem to generate enough traffic to make it feasible for a marketing agency to hire them on a hit-per-rupee ratio." The argument that there just isn't enough local traffic around to make these activities worth it, is becoming a painfully recurring theme in a lot of the new media initiatives that companies are trying to opt for. Faisal continues, "If TeethMaestro's blog gets 2500-3000 hits a day, can you imagine what the rest are left with? I get about 400 visitors on my personal blog on a good day so I doubt a marketing company is going to hire me to blog about them."
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