To Blog or Not to Blog, That Is the Question

By Wendy Baird



With all pardons to William Shakespeare for that title, the real question of the day seems to be: "Should I add a blog [web log] to my web site?" With more than 15 million active blogs estimated to be operating in the blogosphere today, it's reasonable to ask if this is a bandwagon your business should jump on.

First let's look at who's doing the blogging. A recent study by Umbria (a company that specializes in blog analysis and social media research) reveals that despite the perception that blogging is a youth culture activity, 48% of bloggers are age 30 and above. They are "better educated, more engaged with current events, watch less TV, are more racially diverse, and more affluent" - in short, trendsetters who may be a little ahead of their mainstream consumer counterparts, but are surprisingly representative of them.

Clearly blogs offer companies an interesting opportunity to listen in on the true, spontaneous thoughts and feelings of their customers. But managing a blog is a big undertaking. It requires an incredible amount of time and upkeep, and unless you have the resources to commit to it, you may not want to attempt it.

What many don't realize is that blogging is a complete departure from the one-sided marketing messaging one might utilize in advertising, direct mail and web language. It cannot be treated like another corporate communication or ad. With a blog, audiences have the opportunity to write back. Quickly. Potentially harsh criticism requires an immediate and sensitive response. Blogging is a new frontier, one that should not be entered with blinders on.

Without question, there are some situations when a blog is appropriate for a company.

1. If you are in product development and want to gather customer feedback

2. If you are in a frequently changing or controversial industry that requires the latest information (e.g., medical devices, pharmaceuticals)

3. If you are providing true thought leadership in your industry and are considered an industry expert

There is a question related to blogging that you should be asking, however, and that is: "Should I participate in my industry's blogs?" The answer is a resounding "Yes." First of all, monitor what's being said about your company or product and respond when appropriate. Monitor what's happening in the blogs and add to the conversation. And keep a check on your competitors and what they are saying.

There are some unwritten (and some written) rules you should follow when participating in a blog.

¥ Be authentic. This is not the place to sell or market.

¥ Be honest. Be clear when you are representing your own opinion vs. a company's.

¥ When responding to a negative remark or blog article about your product or business, don't hide from the tough stuff. Be willing to admit mistakes.

¥ Don't write in anger.

¥ Don't be self-serving or self-promotional; always be thinking of how to advance the conversation.

¥ When responding to a problem, don't defend, but ask questions and become active in resolving issues.

¥ Check your spelling and proofread before hitting "enter."

As for monitoring the closely related online social media outlets like blogs, message boards, product review sites and the like, there is a huge opportunity to "listen in," in a sense, on the conversation. Take advantage of information gathering. Keep in mind, however, that this is a much more intimate form of public conversation. If you are following a conversation that mentions your company's product or service, adding something to the conversation can be seen as an interruption or even a violation. Be respectful and carefully weigh the possible outcomes.

Blogs are here to stay. By all means, listen to the free advice consumers are offering. It may be the least expensive, most valuable business strategy you can employ.



Wendy Baird is president of Insight 180, a brand consulting and design firm in Ellicott City that advises companies on differentiation strategies and brand communications, and has specialized skills in social responsibility and green marketing. She can be reached at wendy@insight180.com.