Spring 2008
To Blog or Not To Blog?
The rise of the Web 2.0 movement has placed a strong focus on utilizing
the Internet as a platform for sharing content, opinions and creating a sense of community. The chief catalyst behind this change has been the increasing popularity of blogs. Once ignored by mainstream media, blogs have become an important tool for marketing businesses and connecting with audiences. Even though blogs have existed on the Internet for over ten years, there is still an aura of mystique around them.
With many definitions available, social media search engine Technorati offers one of the clearest descriptions on what exactly constitutes a blog. A blog is a regularly updated journal published on the Web. Some blogs are intended for a small audience; others vie for readership with national newspapers. Blogs are influential, personal, or both, and they reflect as many topics and opinions as there are people writing them. Blogs are powerful because they allow millions of people to easily publish and share their ideas and millions more to read and respond. They engage the writer and reader in open conversation, and are shifting the Internet paradigm as we know it.
For businesses, a blog becomes a touch-point for its brand, exposing more of the unique culture and vision that guides its operation. Interested parties can move beyond descriptions
of the history, background, services and personnel and see what the company is truly passionate about. Members of the organization now serve as blog authors, discussing relevant news or topics directly related to their industry and offering praise or criticism.
Blogs offer a number of positive attributes businesses can apply to their current marketing strategy. Blogs are relatively
low-cost and easy to implement, making them attractive options to companies looking to explore additional means for raising awareness of their organization and increasing
Web traffic. Even more appealing for first-time users, blogging is comparable to composing e-mail, making the practice simple and familiar.
Certainly, businesses must also consider the implications of joining the blog-o-sphere. Information that is posted becomes open for discussion, and companies must decide if they are willing to open lines of communication, allowing
clients, business partners and the general public the chance to read and comment on their opinions and viewpoints.
The monitoring of these posts and comments is also required to ensure topics remain relevant and important, not obscene and offensive. Updating content also becomes a critical factor, as traffic and readership will drop if blogs allow for significant time lapses between posts.
While they are becoming an increasingly popular and effective
tool for businesses to build their brand and convey their message, blogs provide a unique and personal insight into a company’s operation, leaving their thoughts and ideas exposed. For every opportunity a blog provides for reaching target audiences, there are also risks to consider. The goal for any organization when choosing to blog is to create a balance between the two, enjoying the rewards earned from displaying their industry knowledge before a global audience and accepting the potential criticisms that may follow from those who just might happen to disagree.