When blogs were first invented they were web diaries – very personal and very voluntary. As the social media world has developed, blogs are becoming as critical to a company’s marketing arsenal as a website—perhaps even more so.
A web site is expected to be the company line. A blog can be insight behind the company line – if done properly. It can bring clients and consumers closer to the company, or if done improperly, pull them ever farther away — like a rip tide.
Increasingly, clients are asking for advice on starting blogs for their companies or organizations.
- Can I set up a blog for them? Sure.
- Can I write one for them? Sure, again. But should I? I think not.
Although I don’t like to turn work away, I do believe that blogs should have a very personal voice. Anything else is not genuine and won’t work.
Case in point: One client is a well-known MD in his specific field. His tone is somewhat irreverent. His vocabulary is impeccable. His knowledge of his subject area is deep and comes from years of training and experience. He is a natural to blog. His voice could be imitated by a talented writer, but imitation is not the name of the game.
My proposed solution was to get him writing in his own voice – in Word — and take over the physical posting for him. This way he is clear what he wrote, can easily discuss it with anyone, and does not have to be bothered with the mechanics of blogging. He knows what meetings his attends in a week, and my services are more to train him on how to think like a blogger as he goes through his amazing day.
Another case in point: A local newspaper has set up what it considers a community blog. There is so much wrong with newspaper blogs, that it’s a subject tackled on my blog TheMarketingPlaza. But in this particular case, the blog has been set up for nonprofits to post their news. And that’s where it goes astray.
News is not what blogs are about. Blogs are commentary, perspective, and insight. News is based on facts.
So, guess what? The blog is a series of mini-press releases with each non-profit boasting about their latest accomplishments, events or services. It is largely submitted by PR/marketing folk showing checks being formally distributed, golf tournament fund-raising news, and politically correct listings of board appointees.
It gives no insight behind the causes or what makes one cause special and is clearly a ploy by the newspaper to get community groups engaged in their site. It misses the point of engaging individuals both in the paper and with the nonprofit groups. It is corporate and not a blog in any sense other than it is done on a blogging platform.
But guess what? The non-profits don’t seem to know. Instead, they are watching each other and battling out on the ground of “I have better corporate news than you” rather than trying to better reach consumers.
Blogs are amazing vehicles for communication. As corporate/non-profit America dips its toes deeper into the waters, it behooves those of us who know and love the medium to counsel potential clients with caution.
Don’t mis-step. Blog away, but do it with a genuine voice. But, be prepared to give some information away that is off the standard company line.
For instance, discuss why the company line was developed in the first place. If a company doesn’t have a voice, or a social media champion, or doesn’t want to provide insights into its positions, then step away from the shoreline. The rip tide can kill you.