Update on Publix and blogging…
Earlier on this blog, we wrote about Publix in the blogosphere. You may recall the crux of that post:
After searching their site, and not finding any obvious links to a blog (and the search for the word ‘blog’ on their site returned zero results), I made a call to Maria Brous, Director of Media & Community Relations. She explained that Publix does not have the current resources to devote to a public-facing blog. Rather, they are dedicated to serving their customers through direct interaction in the stores with friendly, knowledgeable associates and management, as well as a dedicated Consumer Relations Line with both telephone and email interaction. She did indicate that Publix can not monitor the blogosphere simply because of the volume of bloggers out there — a Technorati search on Publix found more than 31,000 entries and 13 blogs - mostly on MySpace. However, Publix customers themselves keep the company informed about what is being said about Publix.
This may be true at the corporate offices in Lakeland, but it does appear that local store managers do get involved in the blogosphere - especially with hyperlocal blogs. Earlier this month, the manager of the Seminole Heights store posted on the Hampton Terrace blog, which was re-printed on the Seminole Heights blog:
Hello all. Two Publix notes I hope you will find of interest…..
#1 We will be receiving a shipment of shopping carts tomorrow, so hopefully we will always have a cart available when you come shopping. Keep letting me know when you see them out in the neighborhood, as I will still get them. (update - 38 additional carts were requested and received)
#2 I have been doing a soft opening time of 7:30 a.m. each day to see how business would be. No sign on the door, just opening them up. If you are running to work/school and need something, walk on it. We are open. I am still running numbers to see if this makes sense to do. The more you come in and buy, the closer it will be to a reality. Remember, the time on the door will still say 8, but doors are open at 7:30.
Sincerely,
Chuck Kaelin
Your Neighborhood Publix Manager
This is how every business should approach the blogosphere - as another way to communicate with their shoppers. To be sure, when large companies let their lower level (even management) employees into the blogosphere, they have a significant issue with control. But the smart company will provide easy-to-follow guidelines and training on what is appropriate.
This is something that not even a local newspaper would print, because of just how hyperlocal the issue is. However, for the loyal customers in that neighborhood, this information can be quite important. There may not be a need for a single Publix store to write a blog, but if the company policy is for each manager to find and monitor local issues, they could develop an even better relationship with their customers in ways that no call center could ever do.
