Monday, April 24, 2006

To be or not to be?

To blog or not to blog? This is the question that seems to be circling around. Sure, there are benefits. Well, wait, there CAN be benefits, but there are still infinite risks. Hell, if Google can accidentally delete their own blog, bad things can happen to anyone. Yes, it’s true: http://googleblog.blogspot.com/2006/03/and-were-back.html

So, the question is, do the benefits outweigh the risks?

I think it really depends on the company. I think it REALLY depends on whether or not the company has the right person.

My fellow poster, Bruce Wayne, mentioned in his post that language is absolutely essential in branding. What sense would it make to have someone with no experience in physics trying to explain coulombs? None. Obviously, you need an author knowledgeable of the subject. You can’t have someone blog about something they know nothing about. They need to have access to the language and the culture of the corporation and corporation’s field.

So, what do you need for a successful blog. I happen to like Rick Short of Indium’s 4 P’s as a brief way to assess if a blog is right for you or not. They are:

Point: Your blog needs to have a specific purpose.

Passion: Don’t bother if you’re not interested in the topic.

Personality: This is where having the right person comes in. You need someone who has to skills and the language to communicate with your target audience as well as the personality to carry it all.

Perseverance: It needs to be a routine. A blog should be consistently updated.
You can see his post on this here: http://www.indium.com/rickshort/entry.php?id=158