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Thursday, May 08, 2008

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I see the same example with the eBookers blog in France.

It's not so easy to handle a good blog.

The main reason is that the content wasn't very useful to their targeted audiance, questions weren't being asked to generate user content, and the blog wasn't exactly promoted in a prime spot on the Thomson website.

For a tour operator the size of Thomson you have to ask yourself, what are the benefits for them to create a blog -- they aren't desperate for extra traffic, they have ok customer communication methods in place, but I think with some planning prior to it's launch, I think they could have made a success of it.

They are a growing number of travel corporate blogs but companies just don't understand blogging or can't be bothered putting the time and effort into it.

When a website has very firm marketing in place, on or offline, and a constant stream of traffic, a blog may not be worth the time it takes when weighing up what they're likely to get out of it.

Unless the blogger can produce genuinely interesting articles related to their company, then there's no use pretending as it will never garner a significant benefit.

I agree Ross, but for natural search results gaining one-way links to different pages on the site is important, and a blog would help with that. I suspect that most of the links pointing to Thomson would be their homepage. The blog would be a good way to get more longtail traffic and to deeper pages.

A blog in my opinion would suit a small - medium sized travel company who is competiting against larger travel companies. Like you say though, a company like Thomson has massives amounts of money where marketing is concerned, so it's small fry the extra traffic a blog would bring.

I suppose, travelers, the target audience is more believe open blogs than the company blogs. if no views, new posting, better to stop spending resource to a blog, target audience come to book a hotel with them and they gather information out side and believe well

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