February 27, 2007 Comments
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It doesn't happen super often, but today I found myself nodding my head in agreement with one of Rand's posts over at SEOmoz. The post outlines several reasons why big (or big minded) corporations have a hard time succeeding at blogging. Rand does a great job of laying out the challenges faced when launching a business blog and explaining why the big guys often miss the mark. It's a good read for any business owner (big or small) thinking about launching a corporate blog.
From the post:
Blogs vs. Corporate Culture
In many cases, a blog is NOT right for your company. Some companies simply don't have the flexibility to tolerate a human voice - their rigidity is a closely guarded asset and one they're unwilling or unable to loosen. In these instances, it's not wise to pursue a corporate, rigidly structured, dispassionate, impersonal blog. Instead, concentrate on your existing formal website and use other tactics to communicate. A blog's unique characteristics don't match with every organization, and it's better to recognize this than to force voice, personality and tech-savviness where it doesn't exist.
Misunderstanding Your Audience
Repeat after me - "the blog audience is not the same as your typical customer base." Blog readers are universally more tech-savvy, more passionate about your products or your organization. They're up-to-date on industry news, they almost always read other, related, blogs in your industry (which means you should be reading those, too). Blog readers are more often connectors and influencers (for those who enjoy Gladwell) and they're also likely to be highly critical of dishonesty or insincerity.
I couldn't agree more on pretty much all of his points. Blogging is not for the faint of heart, nor is it for the business that must send every public word through seven layers of lawyers and editors. Blogging is for businesses that aren't afraid to put themselves "out there" and for companies that have the flexibility to present an honest, open line of communication to their customers.
Launching a blog just to have a blog does nothing for your business. Launching a blog because you want to create a new way to communicate with your customers can do tons for a business...if you take the time to learn how to do it properly.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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