What HP Has Learned From Blogging
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What HP Learned from Blogging
Summary
Blogging has become a powerful mainstream tool, amplifying the customer's voice. HP's experiences with blogging underscore the significance of this platform and highlight valuable lessons learned.
HP's Misstep
Hewlett-Packard (HP), a global technology giant operating in over 170 countries, launched a blog program to connect with customers and foster long-term relationships. However, an incident involving David Gee, head of worldwide marketing for HP's management software, exposed some challenges. Gee deleted a negative comment from his blog, prompting backlash from the blogging community.
An HP customer had shared a negative experience about upgrading his media center PC. The comment was deleted, and his ability to comment was revoked. Frustrated, the customer blogged about the incident, which quickly drew attention in the tech blogosphere. Gee reinstated the comment and apologized, recognizing it as a humbling experience. HP committed to maintaining open dialogues with customers, learning to manage both negative and positive feedback.
Managing Negative Comments
HP's incident emphasized the need to handle customer feedback constructively. The company developed blogging guidelines to address risks and embraced negative comments, aiming for constructive dialogue rather than hostile debates.
Companies must handle critical comments carefully, as deleting them can damage credibility and reputation. Corporate bloggers, unlike individuals, have responsibilities to management, shareholders, employees, and customers.
Best Practices for Handling Negative Feedback
- Establish Clear Guidelines: Define policies for comments and privacy. Ensure readers know their privacy is protected and outline what behavior is acceptable on the blog.
- Engage, Don't Erase: Respond thoughtfully to negative comments. Use them as opportunities to explain your stance and gain insights into customer perceptions.
- Maintain True Dialogue: Avoid filtering out criticism as it prevents genuine engagement. Demonstrate how your company handles feedback and learn from mistakes.
Turning Challenges into Opportunities
Negative comments, if addressed appropriately, can enhance a company's credibility. Responding kindly and considering different points of view can convert criticism into positive outcomes. Admitting mistakes builds respect and trust.
If necessary, disabling the comments feature is an option. However, maintaining open lines of communication fosters better relationships with both current and potential customers.
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By embracing these strategies, HP and other companies can leverage blogging to strengthen relationships and capitalize on the dynamic nature of the platform.
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