Why Some Business Blogs Don't Work

Last Updated Oct 10, 2007 2:07 PM EDT

the-art-of-blogging.jpgAs we noted over at Catching Flack, blogging is not for every company -- but for businesses with strong internal communication that are prepared to truly listen to customers, blogs can be great marketing assets. If you're wrestling with the idea of getting one off the ground, you may want to check out Marketing Prof's article on policy formulation.

Christine Whittemore comments on a conversation between MP President Roy Young and Forrester Research Senior Analyst Laura Ramos at the MarketingProfs B2B Forum. Ramos indicated blogging should only take place after a corporation has put blog policies in place. Whittemore suggests the exact opposite for the following reasons:

  • Social media (tools like blogging, podcasting, tags, wikis, and online networks that defy marketing tradition and make for immediacy, authenticity and community) cannot be delegated to an agency. You may get outside guidance, but ultimately the responsibility resides within, requiring that you build your own internal expertise.
  • Social media must be experienced firsthand and then perfected over time. It has to be figured out.
  • Social media doesn't get turned on and off. Rather, it requires slow and consistent building over time â€" adding content, developing credibility, strengthening voice and maintaining presence over time.
  • Social media takes personal commitment. It takes an individual to champion the regular posting of content, to channel the passion, to develop a voice â€" individual or corporate, to establish credibility.
  • Social media is not for every organization.
If you take a look at the comments from Whittemore's blog (in which she discusses her article), you'll notice readers disagree as to what should come first -- the policy or the blog. One reader comments that blogging without a defined strategy is as absurd as releasing ad copy without putting it through an approval process. Another reader suggests bloggers need to experiment with the space before setting any process in stone.

Obviously when an individual is blogging for a corporation, he needs to be aware of the liabilities to protect himself and the company. But too many guidelines can make a dull blog, which ultimately defeats the purpose.

What's your take?

(The Art of Blogging image by lorda)