SAN DIEGO: Seeking to spark dialogue and give a "human" face and voice to the global corporation, Sony Electronics last week launched its first consumer-oriented blog at Sony.com/electronicsblog.
"Many of our consumers are spending a lot of time with social media," said blog host Rick Clancy, Sony Electronics' SVP of corporate communications. "One way to be relevant to that audience is to communicate with them through the media they're paying attention to."
According to Clancy, a fundamental part of the blog's mission is stated in the very title of its inaugural post: "Sony No Baloney."
"The line seemed to characterize what we were hoping to achieve," Clancy said.
The result of five months of top-level management discussion and best-practices counsel from industry analysts including Nielsen Buzz Metrics and Forrester Research, Clancy said the blog is meant to serve as a forum for "honest, lively" conversation and debate.
Though there is great equity in the Sony name, increased market competition and recent consumer grievances have taken a toll on the brand. To that end, the blog is also intended to emotionally re-connect consumers with Sony Electronics' products -- as well as the company itself -- by conveying "a sense of human character," rather than a "cold, corporate" image, Clancy said.
As one element of its social media strategy, Clancy explained, Sony Electronics hopes to position the blog as an overall credible source of company information, while providing access to "potentially millions" of consumers.
But Clancy also acknowledged that not all user interactions will end on a positive note.
"That may not at first glance be very helpful," Clancy said. "But all feedback from consumers is good feedback. We can learn from it."
In addition to consumers, Clancy and his in-house team are working to get their blog on the radar of journalists, analysts, and research firms. With time, Clancy said, he expects the blog's content to extend beyond the Sony Electronics' division to include input from "guest bloggers" from other parts of the corporation.
Sony's PlayStation business launched its already very active blog the first week of June.