Blogs.

There’s been talk lately around the benefits of including blogs into the communications mix.

As with the facebook pages we linked to in December, blogs are relatively low cost – the cost comes in the form of the time commitment required to maintain them.

Like any other medium, blogs work when they’re a relevant part of an overall strategy and when they provide a reason to visit often, with content that engages or provides news.

This week’s good examples are from General Motors and Southwest Airlines. Both blogs go way beyond boring press releases. And both have multiple contributors, making it easy to keep current with a minimum of effort on any one individual’s part. Are they part of a specific ad campaign? No, but one can see how they could contribute to a campaign, with specific posts, videos, links, contests etc.