There seems to be a dichotomy in the blogosphere – and an entrenchment of camps based on the conviction some have that age matters. It troubles me to see a crew of young vocalists asserting that geezers are now anyone over the age of thirty and the relics who have passed into the forties and beyond are such technology neophytes they think AOL is cutting-edge.
As one who would probably be considered breakthrough to have discarded my Smith Corona (I haven’t – look it up, kids), I’m not so sure those claiming to be the only ones able to embrace technology are quite as open-minded as they think. In fact, I’ve found that the so-called mature adults are actually open to learn about the technologies their younger counterparts embrace and seek out their input for wisdom – not so much always the case in reverse. Of course, it’s a small group stirring the pot, but it is disappointing to see the apparent buy-in on these messages from their peers.
What business are you in?
If you’re selling rude T-shirts or retailing “39 Clues”, it might make sense to make your message appeal to only a young age group with verbiage that excludes others, but for most, alienating a huge buying sector isn’t smart marketing. Baby Boomers represent the largest population segment in the US and they are prolific buyers. Of course, the same holds true for our youth, but I don’t see too many older business owners attacking this audience, although some certainly are not very effective at appealing to their needs. Still, if you’re blogging for business, while controversy is a proven effective approach, eliminating a vast number of potential buyers with a caustic message may not be the smartest move if your intent is to thrive long-term.
Granted, the majority of successful and wealthy bloggers are young, but I haven’t seen any of the celebrated achievers lambasting any audience segment – the savvy operators embrace them all with information, offerings and language that is inviting to even the most novice (or oldest) visitor. My guess is a good deal of the revenue comes from those others are now labelling as passé. They’re kind to all and demonstrate the character to ensure their name is celebrated and passed along.
Blogging for business
If you’re going to start a blog intended to bolster your business, it makes sense to spend some time thinking about your audience, appropriate content and long-term objectives. Be careful about posting caustic messages that may come back to bite you. Alan Singer did a recent blog post on what he termed Workforce Darwinism (http://thefuturebuzz.com/2010/01/30/workforce-darwinism/). He indicated that 70% of HR professionals in the US rejected a job candidate due to their online reputation. He goes on to note that 63% of consumers get this, but less than half consider their reputation when they post online. You can surmise his conclusions (or read them at the link above).
Of course, while the studies pertain to those in the job market (and a good number of former small business owners are joining these ranks) this applies to businesses too – and it amazes me to see that some who are trying to earn their living from selling online information seem gleeful about attacking what might have been their biggest potential market.
Gray cells can come in handy
While some of us may not practice a constant daily exercise routine that fortifies our thumbs and require a discovery process to get up to speed on what is considered second-nature by today’s youth, there is beauty in wisdom and experience. I relished reading Agatha Christie novels as kid and found Hercule Poirot a fascinating character. You’re never too old to make a blog work for your business. Of course, communications skills are only a part of the mix – use the resources out there to understand how technology enhancements can help you spread the word (I’m still working on this one).
If you’re looking to leverage creative, cost-effective solutions for your small business success, call Fulcrum Communications at (585) 554-4612 or e-mail FulcrumCom at aol dot com. Nanette’s honing her blogging skills in the equine industry (a much more forgiving audience than marketers) at www.HorseSenseAndCents.com/blog. Of course, she learned a long time ago to delegate, and the design and plug-in enhancements are waiting on another, so it’s content only for now.