The Samsung Mobile blog was created to showcase the latest Samsung handsets and engage the online blogging community as well as mobile mavens on mobile technology news and information and how it relates specifically to the South African cellphone user.

This platform has helped Samsung engage a niche, high-quality segment of it's market in a way not possible with traditional marketing channels.

Samsung Mobile forms part of the Samsung Group and is one of the world's largest electronics companies.  Their telecommunications arm includes mobile handsets and they are currently the second largest mobile manufacturer.
 
Samsung Mobile South Africa wanted to bring in a social media element to their brand and they did this partly by creating a blog called Sam's World. Cerebra Communications was later commissioned to create the currently running Samsung Blog which was created in May 2007.
 
Samsung Mobile SA wanted the blog to engage Samsung handset owners , potential customers and the mobile community at large. This was planned to be achieved by providing information on current and upcoming handsets, competitions and general topics concerned with technology, particularly the mobile phone platform.
 
The first big blogging event happened at around the same time when the blog was started. Four influential bloggers in the South African blogosphere were given different Samsung handsets to use and blog about. There was increased traffic to the blog from their respective readers during that period. From this event, two phones were donated to charity and one to a student in Tanzania whom one of the bloggers had met TED Global.
 
Over the three months, many readers have signed up and many more have left comments. Readers are encouraged to talk about Samsung products, and they do but more often than not, they use it as a product support avenue. The increased number of blog posts per week could also be held responsible for maintaining reader attention. Ever since its inception, the Samsung Blog has ranked in the top 30 on Amatomu (technology section), a popular blogging and social media aggregator in South Africa.
 
The inclusion of competitions, particularly the recent Samsung Heroes competition, has resulted in users submitting user-generated content and general participation through the blog via comments. The introduction to of Samsung Mobile blog's very own Youtube Channel has also increased interest in the blog and allowed a wider net of users to participate in the blog's activities. It is yet unclear whether the Samsung Blog has resulted in increased sales but it has certainly made it easier for Samsung handset owners to direct their queries to a credible, authoritative site where they feel that they are part and parcel of the communication. The divide between customer and company has been diminished to a large extent.
 
The Samsung Blog is currently developing its community and many have signed up to be members. The idea is that they will have conversations around Samsung Mobile products between themselves and Samsung itself rather than the current situation where the blog administrator is inherently involved in all discussions. In this way both the customer and the company are never out of the loop.