March 16, 2006
News & Opinion: The Worst Type Of Business Blog
"Joe, I heard blogs are hot on the news, and our competitor XYZ Corp has one. I don't know what a blog is, but start one. NOW!!"
"Yes, sir, Mr. President! Right Away"
NO NO NO. A blog requires planning. The worst type of blog is the "let's start a blog" blog.
A blog needs to be part of your strategy, whether you are a mammoth multinational with a well thought-out corporate communications and marketing strategy, or just me, one person Ted's Company.
What are the blog's main goals? Who will write it? What will it be about? Maybe you should simply encourage employees to blog instead of starting an official company blog?
How will you keep legal, marketing and PR from turning your wannabeblog into a shiny and glossy "produced" non blog like this one from Nike, that does NOT have most of the advantages of a real blog? Nice job, for a corporate marketing brochure, but not a blog.
It takes planning. Not necessarily a lot, depending on the company or individual, but absolutely some thought.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.