The Virgin Media (business) blog looks like PR camouflaged as a blog, becuase only 2 out of 60+ posts, I looked at, have comments even all posts has a prominent Submit a comment feature and some blog posts ask for comments. It could be nobody read the blog, but I decided to see if this was the reason or if comments just weren’t posted. The later seems to be the case, I submitted a comment and I got a response via email but the comment was not posted on the blog – probably because it pointed out where Virgin Media can do better.
Using a blog just as another channel for PR channel and not as a way to engage with customer is wasting an opportunity. The blog post (about service) was a fantastic opportunity to engage with customers on where there are service problems and what they expect and at a cost far lower than focus groups. The post was about customer service – talking at customer isn’t good customer service these days (not sure it ever has been) engaging with customer is both service and can lead to better service and products. Virgin Media I suggest you re-think your use of blogs !
PS: To be fair to Virgin Media, they are pretty active on twitter and engage with customer and try to help them out, so some people in Virgin Media are getting the idea of social media not just being a PR channel.