| After the initial burst of buzz (and balderdash), blogs | | | | or custodial services, in which a discussion of |
| have become yet another medium businesses now | | | | strategies, new ideas or "cutting-edge" resources is |
| have to consider as part of their marketing mixes. But | | | | irrelevant and/or unnecessary. |
| blogging isn't for everyone. Following is a short list of | | | | * You cannot identify (or even imagine) a readership |
| thoughts that may help you decide if blogging is right | | | | base that would seek or value your written |
| for your business or organization. | | | | contributions. |
| You SHOULD seriously consider writing a blog if: | | | | * Your organization doesn't really have anything to say. |
| * You're in an industry, such as hedge funds or | | | | (If this is the truth, be honest with yourselves. Better to |
| healthcare, in which expertise and "thought leadership" | | | | say nothing than to create clutter by blogging for its |
| plays an important role toward establishing credibility | | | | own sake.) |
| and/or attracting leads. | | | | * No one in your organization is prepared to write |
| * Your industry generates an ample flood of news | | | | regularly (at least once a week}. |
| that requires analysis or more widespread distribution. | | | | * Your organization is opinion-phobic and will not allow |
| * You can readily identify an audience (existing or | | | | a blog to be posted without a time- consuming |
| potential) that actually wants more news and insight on | | | | committee and/or legal review first. |
| the topics you'll blog about. | | | | * Your organization is in a sensitive industry, such as |
| * Your organization genuinely has something to say, an | | | | securities trading, that makes open discussions |
| angle, point of view or intellectual approach that makes | | | | dangerous. |
| a meaningful contribution to your profession or industry. | | | | In sum: |
| * You have someone in your organization who will | | | | Good blogs are open, informal and opinionated |
| assume responsibility for the blog, who is both willing | | | | exchanges of relevant news and ideas an audience is |
| and able to sustain the blog with regular posts. | | | | genuinely interested in. If you can meet the key |
| * The rest of the organization will respect the blogger's | | | | requirements - you have ideas, an audience and the |
| efforts by allocating time and money for it. | | | | license to speak freely - then give a blog some |
| You SHOULD NOT consider writing a blog if: | | | | thought. But if you don't, don't force it. Focus your |
| * You're in a relatively static industry, such as floor tiles | | | | efforts on other communications vehicles. |