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Paul Gillin's Blog - Social Media and the Open Enterprise

Tuesday, November 27, 2007

Should I launch a business blog?

Here's a quiz I created for my weekly newsletter about how to decide whether a business blog is right for you. If you want to receive the newsletter, use the signup form at right.

"Should I start a blog for my business?

That’s one of the most common questions I get, and it’s one of the most difficult to answer. Although plenty of social media consultants will tell you that business blogging is a no-brainer, the reality is that the medium isn't for everybody.

In this issue, I'll talk about some factors to consider in deciding whether to enter the blogosphere. Next week, I'll look at the six different categories of business blog and discuss the pros and cons of each approach.

Here's a little quiz you can take to determine if the blogosphere is right for your business. Answer appropriately and then total up your score.

Do you want to do it? A blog isn't a short-term project. Once you start, you need to consistently update your site, at least once per week. The novelty will quickly wear off, so ask yourself whether you have the stamina and a wellspring of ideas to keep you going beyond the first few months.

Yes: 5 points; No: 0 points

Do you have a topic in mind? Ideally, your topic should be expressible in less than a dozen words displayed under your blog title. This isn't always easy. Some markets (marketing, entertainment and sports, for example) have hundreds or thousands of bloggers. In an environment like that, you need to focus your topic very precisely. Other markets (architecture and construction, for example) are nearly wide open. Pick a theme for your blog and be sure it doesn't duplicate what's already being said. The more distinctive your topic, the faster you'll achieve success.

Yes: 3 points; No: 0 points

Are you passionate about the topic? Good blogs have personality and personality is a product of enthusiasm. That doesn't mean you need to be a cheerleader; in fact, some very successful blogs are negative in tone. It does mean that your topic should be something that you can talk about for hours, because that's basically what you’ll be doing with your blog.

Yes: 3 points; No: 1 point

Are you knowledgeable about the topic? A public forum isn't the place to go to school, particularly if you represent a business. It's important to engage in dialogue and learn something from your readers, but you should also have a point of view backed by expertise and experience that makes you credible.

Yes: 2 points; No: 0 points

Do you communicate well? Some people don't, and a blog is probably not the right promotional vehicle for them. You don't necessarily have to be a good writer; many successful bloggers use video and sound to great effect. But you do need to be able to express your thoughts coherently in some form.

Yes: 2 points; No: 1 point

Do you have a thick skin? If you’re opinionated enough to sustain a blog, you need to accept the fact that others may differ with you. Assuming you accept comments (and I strongly recommended that you do), be prepared for some pointed response to what you say.
Yes: 2 points; No: 1 point

Scoring:
12 or more points: What are you waiting for?
8 to 12 points: You’re on track, but you need more focus or enthusiasm
5 to 8 points: Think hard about whether this is the right vehicle for you
Less than 5 points: Don’t bother

¶ 10:42 PM

Comments:

Paul, this is a nice back of the envelope assessment for a go/no-go decision. I'd argue that there's a big question that needs to be asked as a corollary (because it doesn't fit into a yes/no format):

"What is your strategy/goal?"

Too often, companies see these new tactics and respond with a knee-jerk response. Some even have a name for it: GMOOT - "get me one of those." While the questions you've outlined are essential, the question behind these questions must be answered first. And that is, "what do you want to accomplish with a blog?"

I would imagine that the categories of blogs that you cover next week will address this. But I think it's important to think strategy first, tactics second.

# posted by

Scott Monty : 3:58 PM

Paul, I agree with Scott, and I offer some additional thought. IF you're considering a blog for your business, take a month to visit, read and comment on other people's blogs, first. Familiarize yourself with blogging by reading and participating in the blog conversations. THEN, you'll have a better idea of whether or not a blog is for you.

# posted by

Yvonne : 2:29 PM

Both Scott and Yvonne make excellent points. While you're doing your due diligence, be sure to pay attention to the tone and voice of the blogs you like. For example, some bloggers like to mix personal and business topics, while others are strictly business. There's no one right approach, although I've seen evidence that the personal topics actually draw more traffic. But use the technique that feels right for you.

# posted by

Paul Gillin : 5:07 PM

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