Friday, May 13, 2005
The Truth About Blogs
blogs are more than they seem...
Now occurs the whisper-transmission of deep blogology.
The deepest question is double: "what is a blog?" and "why should I blog?"
Often the reply, which is a wrong but popular answer, is, like I said, wrong.
YOU: "Okay, what exactly is a blog?"
CONSULTANT: "A blog is an online journal in which you can write your thoughts, display them to others, and allow readers to post comments."
YOU: "My thoughts?"
CONSULTANT: "Yes. What's wrong?"
YOU: "Which thoughts? What for?"
CONSULTANT: "Just thoughts, like about, uh, your take on the news about China. Or, what you see as the future of your industry. Or, tips you care to share to help others succeed. Nice things, things you are well-versed in."
YOU: "What did you say about comments? Who gets to comment?"
CONSULTANT: "Anybody. That is, people who read your blog, which means customers, consumers, buyers, influencers."
YOU: "And they get to be privy to my private thoughts and opinions? About the industry? I don't think my financial people would like that. Could be misinterpreted by Wall Street or CBS Marketwatch. No. No writing down my thoughts. No comments from the peanut gallery or funny farm or wherever these blog reading characters come from."
CONSULTANT: "But sir, this is a new, and let me say great, a great way to start a conversation with the public, with consumers, and with..."
YOU [abruptly]: "Conversation with the public? Here's my conversation: Buy My Product. Oh yeah, P.S., Now. Buy It Now, Then Buy Some More, and Keep Buying It, forever and ever, amen. There's your conversation."
The Truth About Blogs is that they are only for those who sincerely desire connecting directly with others.
The target audience could be, and probably will be, an aggregate of customers, prospects, community, government, suppliers, employees, employee families, news media, other bloggers.
The Truth About Blogs is similar to
the Truth About Microphones.
Don't give one to a bad singer.
An independent, reclusive, aloof, disconnected, lone, isolated Corporate Persona has worked well for you in the past, now is no time to change everything. Continue in your droll and distant manner, which can be highly appropriate in certain situations and industries.
But don't go near a blog.
Give a microphone to a bad singer, and the sound is terrible.
Give a stand-offish person a blog, and they'll seem cold, alien, dull.
If a connected relationship with the public, or a target audience, is desired, however, a blog can help, if the blog is done correctly.
Avoid blog disaster: try to stick with the best practice guidelines, professional ethics, blog core values, marketing strategy, design expertise, and micro-content composition methods.
The Truth About Blogs is:
...do a blog in the wrong way,
and the whole world laughs at you.
...but do a blog in a way
that's right for you,
and the whole world listens to you.
[signed] Steven Streight aka Vaspers the Grate aka Leopold the Told
Posted by steven edward streight at 5/13/2005 07:27:00 PM