Blogging: Customer Communication or Narcissistic Nattering?
The word “blog” means different things to different people. According to Wikipedia,
A blog (an abridgment of the term web log) is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.
The emphasis in the wikipedia definition is on the individual aspect. While blogs did start as personal online diaries, they have a much broader scope today.
A blog is a method of immediate transmission of information. The format of that information is entirely up to the writer. In the terms of a corporate or company blog, it can be used to keep customers up-to-date on the latest developments and events, demonstrate professional competence, or put a personal face on a company image.
Regardless of the medium, what it comes down to are the basic principles of writing and the three D’s:
Define Your Audience
Who are you writing for? When the word “blog” is mentioned, the temptation is to gear the posts to the tech savvy webophiles who twitter instead of text. However if that isn’t your customer, don’t write as if it is. Even if your ideal customer hasn’t jumped on the RSS bandwagon, they can still find your posts the old fashioned way through Google.
Determine Your Scope
What will your scope be? You may really be “a jack of all trades and the master of none;” however, your blog shouldn’t scream it. A rule of thumb for web site structure is that there should not be more than seven options on your main navigation menu. This is a good guideline for blog topics as well until you have firmly established your online blog presence.
A few resources to help you define your scope are: Blogwild!: A Guide for Small Business Blogging
Develop Your Voice
Though neither fiction nor a personal letter, the blog should still have a voice of its own. Like all writing and storytelling, it should attract attention and draw the reader in.
The best blogs connect with people through their writing by creating a human bond - that’s basically the entire purpose behind blogging, rather than just issuing daily press releases on a website. If you want to call it a blog, give it a voice that has the power to compel, connect and engage. “Reasons Why Corporate Blogging Fails,” SEOMoz, 2/27/07.
Resources: Voice and Style
May 17th, 2008 at 8:46 am
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