Wednesday, October 10, 2007
20 reasons a business should NOT blog
Not all businesses need to have a blog. In fact, some should avoid blogging like the plague. Should your business have a blog? Well, there are some good reasons NOT to blog.
20 Reasons a Business
Should NOT Blog
Don't blog...if your business:
(1) Doesn't need customer feedback, and doesn't value their suggestions.
(2) Is afraid of harsh or challenging comment posters, or discussion of real issues, i.e., blogocombat.
(3) Has no need to drive traffic to a corporate web site or ecommerce application.
(4) Has no employee with genuine passion, expertise, and customer relation skills, to act as the company's blogger.
(5) Has no interesting stories to tell about how your products have solved problems for users, how your company got started, or lessons learned along the way.
(6) Is fearful of "losing control of the message" -- which is probably a non-differentiating, feature-driven, "we-oriented" message that's boring and alienating customers anyway.
(7) Has no need of media coverage by trade journalists who search blogs for news items, controversies, and emerging trends.
(8) Is not willing to spend a fair amount of time (several hours per week) writing blog posts, replying to comment posters, and contributing comments to other blogs relevant to your industry or audience.
(9) Is not "into" computers, social networks, YouTube, etc., and does not care about customers who are.
(10) Does not care about educating customers about product usage or industry trends.
(11) Has no need to establish online credibility and thought leadership.
(12) Is not interested in attracting online shoppers or providing material for online information seekers.
(13) Believes in commanding and controlling, rather than engaging in conversations with the public.
(14) Hates getting down on the level of customers to learn what their real problems and needs are.
(15) Is resistant to new technology, even when operating a blog is as easy as using email.
(16) Is indifferent to the young "digital native" generation, who use blogs and other web tools as naturally as you use a telephone.
(17) Has no interest in engaging in damage control via a platform that bypasses editors and media filters, when bad press about your company is all over the news.
(18) Never has a need to explain, clarify, or stimulate controversy and debate about issues relevant to your industry.
(19) Is totally satisfied with conducting Business As Usual (which generally leads to Business As Over).
(20) Cannot commit to being truthful, transparent, and trustworthy, by displaying corporate values and goals in a public forum.