Manufacturers of electronic components keen to raise their profile by starting a company blog should make sure they appoint a writer capable of expressing an opinion, in order to follow the recommendations made by one social media strategist.
Nick Baggott, founder of customer relationship management specialist Navigate Consulting, explains that it is not enough simply to build a presence on blogging platforms or social networks by linking to other people's content.
What people are looking for is a knowledgeable and opinionated stance on the relevant topic, whether it is electronic components or any other industry area.
"A 'thinker' will write infrequent but long and considered thought pieces," he explains. "A 'linker' will refer their readers to other sites, research and blogs."
This can still have a positive impact on brand perception, however, as rather than driving traffic away, it allows the blog to position itself as a destination from which to reach third-party content.