March 16, 2006

News & Opinion: The Worst Type Of Business Blog

By: 800-CEO-READ @ 3:48 PM – Filed under: Management & Workplace Culture

Driving to work naked and starting a Biz Blog with zero planning or thought are similar. Both might start out ok . . .
"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.