What is a blog?
A blog is an online diary based on time stamped posts or entries which appear in reverse chronological order - the most recent entry appearing at the top of the home page.
The best way to understand a blog is to look at a few. Use the links below to note some of the common characteristics: diary format of 'posts' that are time stamped, archives, use of photography, frequent posts, comments by readers, RSS 'feeds' to readers that automatically send out new posts. Blogs differ from web sites in that they have a very predictable format, making them easier to read (in general). Blogs are typically text-based but can also include photography, audio and video. Like web sites, blogs have the power to link to other blogs or other sites.
How do you blog?
You need to use blogging software either on your own computer servers or from public blogging services such as Typepad or Blogger. Using such software presents you with a simple template from which to make you posts. You can also organise group blogs that allow a group of people to share the burden of regularly posting.
What kind of style is appropriate?
The whole appeal of blogs is their personal nature. Because of their diary format they also tend toward the diary form. So they differ from tradional business writing because of their lack of formality. Consequently many use the blog form to explore and exchange ideas. This helps a blog become part of a wider 'conversation' because readers can comment and link to any postings.
Aren't there risks?
Yes. Blogs are public so the same rules of disclosure and privacy apply as with any business communications. Most firms mitigate against this by having a blogging policy and there are numerous draft policies avaiable to help you decide what to include or disclude. Nancy Flynn's book Blog Rules has a draft policy included.
Some firms are concerned about staff blogging out of working hours. John Lewis recently updated its disciplinary policy:
The serious misconduct list in the Disciplinary policy has been updated to include the following:
• Serious misuse of the Partnership’s name including making harmful comments about the Partnership (and/or those engaged with the Partnership) in the public domain
• Secret filming, recording or photographing by a Partner of other Partners and/or Partnership property without prior written permission from a manager.
Why are firms doing blogs?
A range of reasons. Firstly, there is a growing desire to communicate more directly with their audience, be it inernal or external , or both. Some communications professionals believe that modern brands must be seen as more transparent and open, and writing a blog (which encourages feedback) is an excellent way of creating a closer relationship with 'brand advocates'
Secondly, there is also a growing belief that there is an online conversation that must be joined; that it is not enough just to advertise,market and do public relations.
Thirdly, there is the issue of thought leadership. Senior members of your firm may well be leaders in their industry - a blog is an excellent way for their reputations to be enhanced.
So what is a good business blogger?
Good bloggers have a number of attributes:
- Good concise writing on subjects of interest with regular postings
- Linkage to other bloggers
- Good use of photography and graphics
- Amusing and entertaining (not essential but it all helps)
- Informative and unique
- Grammatically correct (a good blog is ruined by lack of good proofreading)
How do we get started?
To get started you need a basic policy that offers sensible rules that will safeguard the blogger and the company. Then it is probably best to start the blog on an internal basis first to ensure a closed readership and to iron out beginners' errors.
Some firms create a blogger advocate to drive the whole process; others select a dozen or so employees and open the floodgates - there are merits of either approach. But it is wise to assess progress of either on a monthly basis.
So should a blog have millions of readers?
No. Leave that to the mass media. A good blog should be read by a selection of its target audience - whoever that is. Once it is being regularly updated it is time to market it a little in the cheapest way possible to ensure the readership rises steadily over the months. A typical business blog with a regular readership of a thousand is doing well. A business blog written by a high profile business leader can expect tens of thousands of regular readers. Any more and it's perhaps time to publish a book.
Are there business blogging styles emerging?
Yes. Some use it as a company noticeboard others more as a look into the mind of the author. Yet others are using a group blog to offer a smorgasboard of company opinion.
What is in-house blogging?
Some firms, such as IBM, prefer to use blogs as an internal communications tool. The obvious benefit is it allows staffers to harness the power of blogging without the risk of it being read outside the organisation. Internal blogs focus on the importance of sharing ideas and using it as a tool of knowledge management.